That’s why we include Paid Advertising in our own growth strategy — because we can track individual campaign ROI down to the nearest penny.
However, the market opportunity is far broader than any Paid Ad strategy could ever hope to fill.
And without broader online presence that demonstrates brand depth and engagement, people online quickly become blind to superficial advertising strategy.
ROI in terms of Content Marketing is measured through a variety of metrics that paint the big picture of performance from Net Promoter Score to a social marketing measure known as Klout Score (recommended and available free at www.klout.com).
Here at KDM, we work with each client to decide on the very best strategy for measuring the content marketing services we provide.
This often includes such areas as:
Content Marketing has a compounding effect that is not measured by simple metrics such as uplift in traffic, or increase in social followers.
Some Directors or Marketing Managers take the attitude of ‘let’s start small and see how it goes, and then scale up from there’.
KDM has in the past taken on such clients with the same commitment to create results and then up-sell them into our more complete service packages.
Unfortunately, we discovered that while five core content items can be repurposed into 100 new digital assets, this barely represents 0.01% of the total output that comes in ONE Hour from competitive industries such as the dating niche or forex trading, and many others.
Content Marketing for success is a commitment.
At KDM, our focus is repurposing our clients' existing high value content and syndicating that intelligently across the net for demonstrable improvements across appropriate metrics.
In addition, the measurement window can’t operate in days or weeks like direct response traffic. It must operate in months since each content piece pulls branding/exposure and long-term passive traffic.
The value is in the branding, internet wide exposure, organic searches in top tier accounts, passive traffic long term from those sources, and the increased perceived authority from being everywhere.
Our premium services include Display and Native Advertising, retargeting to create the “everywhere” effect … and contribute to gaining press exposure and bumps in traffic by gaining the support and coverage of top niche influencers.
Your content marketing goals will depend on the nature of your business, the degree of competition, your customers buying process (whether long or short), and your level of investment.
The most helpful way to view content marketing performance at Director-level is to divide measurements into the following three groups and hold your marketing team accountable to report on all three areas for every marketing program.
Why do traffic metrics matter? Because they inform on growth trends in traffic as well as inform on campaign planning to optimize for the best performing channels.
The Director's focus here is short and sweet. Are traffic metrics generally improving? If not, is there a problem that needs addressing? And how do traffic metrics tie in with the following conversion and business metrics?
These demonstrate the level of engagement your audience has with your overall conversion funnel.
Key Conversion Rates
Every point of the conversion funnel should be measured. A typical funnel would include:
What It Shows
What It Reveals
Percentage of people who see your content and click it to see more
How appealing is the content for the audience who sees it?
Bounce rate or 2nd page visit rate
Are visitors bouncing or clicking to find out more?
Are visitors happy with what they find when first landing on your site to continue engaging with your brand?
What percentage of visitors opt-in to receive more information?
How interesting are the freebie offers that we make and which one’s attract more leads?
What percentage of visitors are initiating sales inquiries via contact form, phone or live chat?
How compelling is our upfront offer or lead nurture process?
Sales Rate by Segment
What traffic sources best convert into sales?
Where are the weakest links in our conversion funnel?
The Directors focus is on spotting the weakest conversion point in the overall conversion funnel, and tasking resource with optimizing that one link in the chain.
Cost Per Action (CPA) - The action may relate to lead generation (cost per lead) or a sale (cost per sale, often called customer acquisition cost). It can also refer to deeper engagement with your brand by a visitor clicking a ‘find out more’ link and visiting a core business page.
Other popular metrics you may want to track include Average Order Value, Lifetime Customer Value, and even Revenue Per Visitor or Earnings Per Click.
Earnings Per Click lets you see how valuable a click is from different sources of traffic, which can then be compared to the Cost Of Syndication or Advertising.
We find that your EPC becomes lower over time through an intelligent and ongoing content marketing strategy, because of the longevity and synergy of strategic content marketing.
Time To Sale and Touchpoints To Sale can also be very insightful. That is, how long does it takes for customers to buy once they engage? And how many touchpoints do they typically need before they are ready to buy?
We find that the best performing content marketing often comes from retargeting to newly engaged visitors that initially discovered our client through social platforms.
ROI is now easy to measure too, and even possible down to the penny.
There are readily available tools for measuring detailed ROI metrics. They can track and automatically calculate Cost Per Action metrics as well as ROI for every individual source of traffic that you wish to monitor.
However, there is a trade-off because it takes time for your team to set up individual tracking links.
The business decision to make here is about how granular you want ROI metrics to be. Many companies opt for overall ROI metrics on Social and SEO traffic sources, while focusing on fully detailed reporting for all Paid Advertising sources, even down to the individual keywords per traffic source per demographic (surprisingly not too hard to achieve).
Let us know what you're hoping to achieve through content marketing this year and we'll prepare an insightful and hopefully irresistible proposal for you.
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