Digital content marketing has become a necessary aspect of any modern marketing strategy. Content marketing is used to produce an interaction with your intended audience to attract, engage or retain an interest in your business. Methods, goals, and strategies within content marketing are diverse. This process can feel complex and overwhelming, especially when determining how to measure the success of your campaign.

How to Measure Content Marketing success?

With any form of marketing and promotion, the objective is to create some form of value for the firm. In business terms, the goal is to produce a positive return on investment, or ROI, generated from the content marketing strategy. The most obvious way to measure this is with real money; the dollars in and out of the company are caused directly by the marketing strategy. However, it would be a mistake to assume that the only form of success is to generate money.

Secondary metrics such as image, relatability, and engagement are all key factors that measure success and indirectly create revenues in the long run. Many firms will devote substantial resources towards content marketing to target these less direct measures. Additionally, if you run a not-for-profit, charity, or event, the success metric may be community engagement or advertising reach rather than a dollar value.

Ultimately, these less quantitative measures can still be a return on investment similar to an actual dollar value from revenues.

How to Measure ROI in Content Marketing

The calculation of the ROI is quite simple, though it requires some math. Just subtract the cost of the investment from its earnings, divide by the total cost of the investment and then multiply by 100 to get a percentage. This percentage represents your return on investment.

ROI formula for content marketing

It is important to remember that the earnings and costs should be directly traceable to the investment. If you calculate ROI for your Instagram ads using revenues generated from email marketing, it will not give a clear picture of your Instagram advertising ROI. This calculation becomes more complex as you move further away from financial goals.

A dollars-to-dollars comparison is much easier than directly comparing newsletter subscriptions to the cost of advertising. It is necessary to find a way to assign a reasonable dollar value to the goal of your content marketing to calculate ROI.

What Are The Ways to Measure Your Content Marketing?

Five ways to measure content marketing success

It is vital to know which metrics you should value most when determining the success of your marketing strategy. To do this, you need to know how to measure ROI in content marketing. It is vital to understand how each performance metric relates to your goals, whether the focus is on revenues, brand awareness, or community engagement. 

It is important to note that these metrics are meaningful and have a proven track record, even if it is difficult to assign a dollar value to your goal. Here are five areas to focus on:

1. Traffic

This may seem obvious, but it truly is the essence of online content. The more people find your website, the better it is for your business. At first glance, this metric seems easy enough to understand and react to. However, there are several ways we can take this metric further. 

With the help of analytics platforms such as google analytics, you can identify the number of visits to specific pages or the number of unique page views. You can also find geographical information about your traffic. This is a great way to measure content marketing success because you can see if you are reaching your target audience.

2. Click-Through Rate (CTR)

The click-through rate is another critical measurement for online advertisements and is a sure sign of engagement. This shows how frequently someone clicks through your ad to reach your website. It is a simple calculation of the number of clicks the ad receives divided by the number of times it is shown. 

This metric is important because it shows a direct measure of how actionable your advertisement is. It is also significant because advertising platforms like google offer benefits to accounts with high click-through rates. 

A high click-through rate suggests high relevance to which Google Ads assigns a quality score, which may allow you to access lower costs or better positioning.

3. Engagement

Engagement means more than just traffic and clicks. Engagement is a measure of how active and involved your audience is, not just the number of views. How much time are people spending on your website, on each page? Is your audience liking, commenting, or sharing the content? Are they writing reviews?

Measuring engagement takes a little effort as not everything is offered by Google Analytics. Things like time spent per session or network referrals can be viewed through Google analytics. Social media metrics may need to be tracked yourself or through a third-party app that does it for you.

4. Conversion Rate

All the traffic and engagement in the world won’t mean anything unless it leads to a sale. The conversion rate is the percentage of users who visit your site and complete the desired or goal-driven action. This goal action depends on the goal of your content strategy.

It could be to purchase goods, donate, register as a volunteer, or simply sign up for a newsletter. Whatever the goal is, the conversion rate is the ultimate measure of success. It measures not just the engagement of your content, but also how actionable it is.

5. SEO Performance

Search engine optimization leads to higher traffic numbers and hopefully better engagement and conversions. SEO is all about improving your accessibility and rankings via a search engine. It starts with the content itself. Is this content optimized to be found on a Google search? 

Think about the last time you looked up how to accomplish a task. What kind of language did you use? What kind of articles and formatting attracted you? 

From here, we can focus on keyword optimization and rankings. The essential metrics to focus on are your ranking in the search engine results, domain authority, text readability, impressions, organic traffic, and conversions. Search engine optimization can feel like doing a lot of small and tedious actions, but the rewards are clear when everything comes together. 

SEO is less about a specific success metric and more about how all the smaller metrics come together to form an optimized web page.

 If you want to share your expert advice and help the decision-makers with your content strategy, consider joining Biz-Buzz.

Sara Paul

I enjoy supporting ad hoc work at Biz-buzz as a primary research analyst. I usually write about marketing, business, finance, IT, and HR topics on social media, as I am more into marketing and business. As a podcaster and award-winning creative marketer, I still enjoy my pie on my couch, as should all right-thinking people.


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