Pomiar zwrotu z inwestycji w content marketing: Pokaż mi pieniądze

Content Marketing Metrics: To Track or Not to Track?

Teraz, gdy już wiesz, jak obliczyć zwrot z inwestycji w content marketing, przyjrzyjmy się kilku kluczowym wskaźnikom - w tym mniej namacalnym - które pomogą Ci jeszcze lepiej zrozumieć zwrot z inwestycji w content marketing.

Nie próbuj śledzić ich wszystkich przez cały czas. Zamiast tego ustal konkretne cele i wybierz tylko kilka znaczących wskaźników do śledzenia.

Goal: Actively Engaging Your Audience

Ruch w witrynie jest niezbędny, aby marketing treści działał: bez ruchu nie ma przychodów. Potrzebujesz jednak czegoś więcej niż tylko ruchu. Jeśli odwiedzający witrynę nie zaangażują się w treść, nie odniesiesz sukcesu.

Skorzystaj z poniższych wskaźników, aby określić ilościowo możliwość nawiązania kontaktu z potencjalnymi klientami na szczycie ścieżki zakupowej:

• Ruch na stronach o największym ruchu – Check which content is attracting the most content to your site. Look at how your traffic is growing over time and where it’s coming from. If you identify the main source(s) of your traffic, you’ll know which channels to double down on, and which ones you should ditch.
• Powtarzające się wizyty i czas zaangażowania – Some important stats you’ll want to analyze are pages per session, average session duration, and bounce rate. If people land on what you thought was an epic blog post and leave again within seconds, you’re in trouble. However, if your analytics show they are reading to the very end, checking out other related posts or subscribe to your newsletter, then you know you’re doing something right.
• Zaangażowanie poza siedzibą firmy  – If people are digging your content, they’ll share it with their peers on social media. Social proof is a huge driver of purchase decisions, which is why you should keep an eye out for social media engagement and referral traffic. Use Google Analytics i Buzzsumo to do so.

Goal: Making Money With Content

Istnieją w szczególności dwa wskaźniki, które należy śledzić, jeśli próbujesz dowiedzieć się, czy Twoje treści mają potencjał do zarabiania pieniędzy.

• Lead Quality – Content marketing is crucial for lead generation. However – if you’re attracting leads that won’t ever buy anything from you, you’re wasting time and money.There are a lot of ways to measure lead quality. For example, if you’ve just created a blog post with content upgrade, you can tell it’s working to attract quality leads if people are actively downloading your content upgrade or if they’re checking out related resources that are part of your sales funnel. Getting in touch and asking pre-sales questions is also a sign you’re attracting the right type of leads.On the other hand, if you’re getting a lot of traffic but have a high bounce rate and low conversions, you may need to switch gears. Those are clear indicators that the leads you’re attracting are low quality, and aren’t looking for what you have to offer.
• Sales –  If you’ve got qualified leads and you’re feeding them the right content at the right time, then some of them should be buying something.You can uncover the exact numbers in Google Analytics by navigating to Behavior » Site Content » All Pages. The Page Value column shows you the average value for a page that a user visited before landing on the goal page or completing an eCommerce transaction. This metric will give you a general idea of which pages contribute to your revenue.Bear in mind that conversions may happen over more than one session, in which case Assisted Conversions is the more helpful metric. This is particularly the case if repeat visitors leave your site after reading your blog post, only to come back a few days later to make a purchase. Just click on a channel and look at the Lead or Click Direct Conversion Value column to see how much money it generates, directly and indirectly.Again, don’t forget to put things into perspective and track content performance over time, since some pieces of content may become more or less relevant, and drive more or fewer leads and sales. Adjust the date parameters in the tool you’re using to get a better feel for what’s working and what’s not over time.

Goal: SEO Success

When researching a buying decision, 85 percent of users ignore paid ads and focus on organic search results. Appearing among the top results for organic search can therefore significantly impact the potential for generating leads and sales, making SEO success an important metric to track.

To analyze your overall SEO performance, you can check that:

• you’re getting website visits that originate from search engine results pages (SERPS), not just from ads.
• your content ranks well for your target keywords (ideally among the first three results, but in any case on the first page of SERPS).
• you’re appearing in answer boxes for relevant terms.
• your domain authority is high.
• you’re getting sufficient inbound links.

The best results are achieved by tracking these metrics continually. The goal is to quickly notice things like steady declines in ranking over a period of a few weeks.

Finally, if you want to dig a little deeper still, you can calculate the cost of organic traffic vs. paid traffic. One simple way to calculate this is to look at your average cost per click from paid search. Apply that number to your organic and social traffic to get the value of these visitors.

Goal: Gain Exposure and Authority

Consuming content greatly increases affinity and trust. Consistently putting out valuable content your customers love, will put you in an expert position.

The more people see you as an authority, the more they will want to share and link to your content. This in turn increases reach, and improves the potential to generate leads and sales.

To track your exposure online, you can analyze the SEO metrics we discussed above. At its most basic level, just search for a topic keyword and see where your site appears.

Take it one step further and check unbranded search traffic to your website: how many of your early-stage prospects find your company website? You can identify this by looking at search traffic from brand terms vs. unbranded search terms.

Most companies promote too much on their websites. If you write more about the trends in your industry, you will not only be seen as an authority, you will attract more unbranded search traffic.

Offline, you can assess your exposure and authority by analyzing whether:

• You’re getting coverage from respected media outlets, including radio and television. Create a spreadsheet to track offline media mentions.
• You’re getting referrals from existing customers or partners. Add those to your spreadsheet as well.
• You’re asked to participate in industry events, give keynotes at conferences or participate in expert roundups. Track this by monitoring the number of invitations you get.

As soon as people start seeing you as an authority, that will lead to an increase in business referrals, leads, and sales, improving content marketing ROI.

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Wnioski

There you have it—a bunch of content marketing metrics to help you assess your content marketing ROI.

Remember, don’t try tracking every single metric above – you might get stuck in an analysis paralysis.

What’s more important, is to pick the metrics that will inform your strategic content marketing decisions. Those decisions will have a direct impact on whether you meet your goals or not.

And when you can actually see that all your content marketing efforts are paying off, you’ll gain all the motivation you need to keep that content coming. 👊

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Do you consistently measure the ROI of your content? What’s keeping you? Let us know in the comments!

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