How to prove the value of your content marketing strategy

How to prove the value of your content marketing efforts

Actionable data is necessary for continual improvement in anything. Content marketing is no exception.

You have carefully created content and distributed it to your audience in the best way you can. What next?  Measure the success of your efforts.

If you don’t see results you want, then of course you make the necessary changes.

A content measurement strategy helps you make necessary adjustments on your content marketing approach and determine the possible paths to more customer conversion.

There are several metrics for measuring your content marketing but in this article, we focus on Lead Generation and nurturing.

By understanding how your campaign performs, you can continue to make improvements.

Measure the following:

  • Marketing Qualified Leads (MQLs) these are leads that have expressed interest in your business by engaging with your content in some form and are ready to be handed over to the sales department. Determine the parameters that define MQL’s then measure the specifics.
  • How many of these leads does your content marketing produce per month, how does that compare with other lead sources, and what is the cost per lead?
  • Email open rates: Emails are useful to businesses when they are being read. Monitor the open rate of your emails with various tools provided by the email marketing and marketing automation vendors..
  • Click-through-rate:  Click-through-rates shows how many people opened your emails and went ahead to click on the link to your landing page. A high click through rate means the content of your email was convincing enough for audience to want to learn more.

As a business, there is a need to prove the value of your work. The best approach to this is to use a data-based measurement approach.

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