A Step-by-Step Guide to Measuring Content Marketing ROI

There is no denying that content is king when it comes to marketing. However, a recent survey by Parse.ly found that for 53% of companies, revenue objectives are not connected to content. This is a critical flaw to avoid. How can you tell whether your content is helping or hurting your bottom line if you don't track its performance?

Only 47% of companies directly attribute their revenue objectives to content creation. It's a common misconception that there's still a lot of uncertainty around how to measure the ROI of content marketing. You may get a lot of mileage out of your content efforts, but you still need to watch out for some common pitfalls. So, I'm going to give you a complete picture of your performance in this article.

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What is Content Marketing ROI?

The return on investment (ROI) in content marketing is the amount of money made compared to the amount of money spent on content marketing. I agree in part with those who claim the question isn't as simple as determining how much money was made. But if we're being serious, we know that all marketing measures ultimately serve one thing: increasing sales. Even if your content marketing efforts succeed in raising brand recognition and stimulating consumer participation, they would have been in vain if they fail to boost revenue.

How to Measure Content Marketing ROI in 4 Practical Steps

You need to know how many people are converting on each URL or piece of content to calculate your return on investment. Google Analytics is all that is required for that purpose.

Keep your mind that the information below is predicated on two premises: 1) your lead magnet landing pages have conversion objectives attached to them, and 2) your blog articles may direct readers to the lead magnet landing pages. You will not be able to use this method to measure the return on investment in your content (though you can still measure ROI, but in a different way). Let's begin with the basics now:

1. Download Your Reverse Goal Path Data

This helpful hint was provided by Andy Crestodina, who describes it in his piece on blog optimization. This is how it works, essentially:

• Access the analytical dashboard. The date range should be at least a year long.
• Navigate to Goals > Reverse Goal Path under the Conversions menu.
• Put in a filter like "/blog" to hide anything except blog entries.
• Filter by Achieved Objectives.

The most successful blog entries will now be readily apparent. But what we need are conversion rates, not just raw conversion figures. That way, we can assess the success of individual pieces of material. So, save the file as a CSV and go to the next section.

2. Download a Copy of Your Page Views

The number of page views is essential in calculating the conversion rate. The number of page views also plays an important factor in increasing customer engagement. That is to say:

• Select All Pages under Content > Site Content.
• Use the slash-separated "/blog" filter to see just the blog entries.
• Next, save the file as a spreadsheet and import its contents into a new column of the one you created in Step 1.

3. Determine Your Rate of Return

Simply divide the figures in the "conversions" column by the "unique pageviews" total to get the answer. Using this method, you may calculate your per-post conversion rate. The correct form is as follows:

• You can quickly see which of your articles are doing well and which aren't.
• With this information in hand, you'll be able to zero in on high-converting content subjects, optimize low-performing pieces and/or lead magnets for conversions, and put your promotional efforts where they'll do their best.
• A good rule of thumb is to unpublished, no-index, or update pages that are over a year old but aren't generating any interest or sales. SEO performance increases with this method.
• The conversion rate of those leads is what will offer you a hard number for your return on investment.

4. Calculate Content Marketing ROI Based on Lead Conversions:

• Now comes the part when it becomes more difficult. You'll need a way to categorize your leads according to the kind of material that first piqued their interest.
• UTM settings provide the simplest solution. If your email marketing service supports tags, though, the process becomes much simpler.
• One useful feature of Convert Kit is the ability to automatically assign tags to leads who submit a specified form. Leads with that tag may be traced back to a specific blog post if a form is included in that article.
• Include tracking parameters in your email links (such as "?ref=email campaign") to see which clicks led to sales. Then use the tags to go back to one level.
• Alternatively, you may automate lead tracking by linking your contact information with a customer relationships management system like HubSpot, Salesforce, or Pipedrive. The only thing left to do is connect them to your existing analytics and email marketing infrastructure. (These capabilities are standard in most CRMs; however, Zapier allows you to build your own connectors.)

Conclusion

As a digital marketer or company owner, you probably invest a lot of time and resources into creating high-quality content. It is impossible to expand your company without first determining which parts are successful and which are not. Knowing how to calculate the return on investment of your content marketing efforts is crucial to the growth of your company. It determines whether you become a pioneer or a follower in your field. In this article, we had explained the most straightforward and easy approaches of measuring content ROI. You can take an online course from any digital marketing institute which will help you understand this subject better.