Measuring Content Marketing Success
I read some articles that talk about objective measurements of Content Marketing ROI while other claim Content Marketing is like IT or Facilities, you just simply have to have it, and talks of ROI or irrelevant.
While there is some truth to both arguments (bear in the mind the people putting forth one point of view present evidence supporting it while not presenting evidence supporting the contrary), Content Marketing does ROI and it does so rather well.
Let us first define ROI (Return on Investment) as revenue attracted by a form of marketing divided by the money spent to attract those customers.
What Makes Measuring Content Marketing ROI Easy?
You know when someone buys through your website and when someone filled out the Contact Us form providing you with a lead. You also know what activities you’re doing relative to content marketing, and can track what those activities cost you. That’s the easy part.
What makes Measuring Content Marketing ROI Hard?
When you’re doing multiple forms of digital marketing (for example: Content Marketing, Social Media Marketing, and Pay per Click), how do you know which marketing effort brought in which lead or sale?
The answer is simpler than you may think and the one word answer is “Analytics”.
Having said that, even the free Analytics tool from Google displays a lot of data which can be displayed in a variety of ways, so while the answer is simple in concept, you do need to spend some time learning how to use Google Analytics to get “knowledge” out of “data”.
Is Small Business Marketing ROI Different?
It’s not different, but it’s often less granular. Small business tend to marketing in fewer ways, and tracking mechanisms tend to be less precise, but the same principals apply.
Every lead is assigned a lead source, and even bit of revenue is tracked to the lead.