Today’s data-driven digital marketing relies on more than a single irrelevant metric, such as click-through rate, cost-per-acquisition (CPA), and cost-effectiveness (ROAS). To justify an investment, marketers need to show management and executive-level decision makers how these indicators affect their bottom line. Measuring Return on investment is more important than ever for content marketers. But are you doing it right?
Marketing goal is to grow your business at the lowest possible cost. Therefore, for brands whose growth relies on lead generation and development, content marketing (CM) metrics need to meet that goal. Every activity you perform, every campaign you perform, or every A / B test you perform must generate a solid return on your investment in marketing time and tools. H. Generates a positive Return on investment.
Business growth is the intended outcome of omni-channel marketing growth strategies that go beyond content marketing and individual channel tactics. Therefore, if you want to generate meaningful growth, we recommend that you use the RACE framework to measure and drive results at each stage of the marketing funnel.
Book a free 121 consultation now to discuss business opportunities and challenges at all stages of planning, achievement, action, transformation and involvement.
Data measurement and management data. If you collect too much, you may not have enough time to see the pattern. However, if you wait too long, you run the risk of missing issues that can prevent your content from achieving your goals. Jodi Harris, the
Content Marketing Institute, recommends that you track your performance monthly at first and then schedule it later as needed.
Once you’ve selected the metrics that make the most sense to your business, you need to track the performance of each content asset you publish against these benchmarks. Creating a dashboard is the best way to do this because you can always see all your data in one place.
If you’re looking for automated help here, WordPress’s Aham Adi provides a comprehensive list of 45 content tools for creating, curating, and measuring content marketing efforts. Converting
Data into Practical Insights
Google Analytics (GA) has become a de facto starting point for starting to check website visitor metrics such as page views and bounce rates. However, this aggregated data only gives an overview of content performance. To understand why the performance of certain content improves, you need to measure the marketing impact at the individual level. This is the area of marketing automation and CRM systems.
You can track the content your prospects are consuming by integrating the latest generation of marketing automation apps into your marketing technology stack. You can then associate that content with the actions your visitors took before and after displaying your ad to determine which content is most likely to lead to conversions.
This Smart Insights guide details these more sophisticated marketing technologies, including an AI-powered personalized platform.
Content ROI: Executive Team Attention Indicator
Other KPIs are excellent, but let’s face it. The most important indicator for executive teams (especially the CFO) is the rewards of marketing activities.
This is where the RACE framework comes in handy. This is because measuring the customer journey can accurately determine where and how key conversions form the marketing funnel. Book your free 121 consultation today to put your plan into action.
To calculate the ROI, you first need to estimate the basic costs associated with creating, distributing, and promoting content across your organization. You need to consider both average production costs such as copywriting, design services, marketing tools and technologies, and team overhead and management costs.
An easy way to show business value is to calculate the Return on investment for each campaign. Instead of considering the company’s total shipping costs, we just calculate the marketing dollar-in (expense) and marketing dollar-out (income).
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