7 Goals to Track and Evaluate Your Content Marketing ROI

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When it comes to content marketing, figuring your ROI can be a challenge. The benefits may not be as immediately evident as a targeted marketing campaign and sometimes it’s not obvious which metrics you should measure to ensure success. How can you be sure your content marketing is delivering value?

There’s a widespread misunderstanding about what content marketing is…and isn’t. Most people understand that it’s about providing great content, but great content alone just sits there. Without the marketing part, no one will discover your content, no matter how great it might be.

So to start answering the question of content marketing ROI, we have to set, measure, and understand your content marketing goals. Consider the following goal criteria.
 

1. Building Audience

Follower count is a place to start, but your followers aren’t your only potential audience. When evaluating your goal, you should consider not only your audience, but the number of people your audience can reach when they share your content. That’s one of the primary values of quality content: extending your reach.
 

2. Earning Shares

Extending your reach is the reason you need to track beyond a simple follower count, and instead, watch how your content spreads across the web. If your content isn’t spreading, you’re not engaging your audience. To improve, you need to figure out why.

Some of the biggest mistakes in content marketing and social media:

  • Interruption marketing: The idea of social media is to engage and be part of the conversation, not to disrupt a conversation to insert a sales pitch.
  • Writing to the wrong audience: Number of followers isn’t as important as quality of followers. Find and connect to people who are interested in your industry or who already love your product. Write content for them.
  • Not paying attention to complaints: Some companies focus on positive feedback and ignore the negative, instead of addressing it, fixing it, and making their audience feel they have a voice.
  • Not being interactive: How many companies post a blog and then don’t respond to comments? How many never ask for an opinion?

 

3. Gaining More Site Visits

Tracking the number of web visitors is a critical measure of success, and once again, not the only metric. If visitors are clicking through and then clicking away immediately, you’re writing great headlines, but your content isn’t delivering. Headlines are your bait. Content is your hook.
 

4. Achieving Higher Search Position and Web Rank

As you add quality content, a number of things will happen to increase your visibility on the web. More traffic to your site, an increase in social signals, and quality backlinks from authors quoting your content add up to better compliance with Google search algorithm ranking factors.

It’s circular. Your content raises your search position, your website lands on the first page of the site, more people see your content…
 

5. Reducing Churn

Keeping your customers is always easier than luring in new ones—and a lot more lucrative. Providing content that answers questions and concerns shows your loyal customers you care about them and makes them feel like part of the process.
 

6. Overcoming Buying Objections

Good content assists your sales department by delivering more qualified leads. Customers who first get answers from your website waste less of your time. Content can do at least half the work for you. Some of your content marketing ROI can be measured in terms of increased productivity in your sales department.
 

7. Increasing Sales

Naturally, the end goal of content marketing is increasing sales. It’s not enough to drive traffic, you want to convert visitors to customers.

In the end, that’s your most powerful metric. If you provide valuable content to a targeted audience and use effective promotion methods, your sales will go up. That’s your real (and measurable) content marketing ROI.

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Side Door Thinking: Learn the smart marketing tactics you need to truly engage with more customers.Stop banging on the front door of your customer’s mind …when the side door is wide open! Want to learn more about effective content marketing? Whether you decide to outsource content marketing or not, this eBook is chock-full of great information on content marketing. Download this FREE guide, Side Door Thinking, to discover how content marketing can help you ramp up your website and complete your marketing strategy.

You’ll learn how to:
  • Increase Your Referral Rate
  • Increase Your Social Media Reach
  • Leverage New Product Lines & Revenue Streams
  • Earn Your Customer’s Loyalty & Business
  • Position Yourself As An Industry Leader & Trusted Resource
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Are Your Marketing, Sales, & Lead-Gen Services DRIVING Revenue?

In recent years, you’ve most likely heard of this little thing called lead generation. You’ve received email after email, phone call after phone call from marketing companies promoting their services, educating you about inbound marketing, and probably harassing you to the point where you decided to try it out because, let’s face it — you want to be on the forefront of this new style of sales and marketing.
What you probably discovered after painstakingly getting your team immersed in your new lead-gen program (and linked with your CRM) is that something is not quite right — You’re not seeing the growth you assumed you would.

Your marketing department is doing what they’ve been told, and your sales force has been following up with strong leads that come in from the program. So, what’s missing?

You may be experiencing a common condition in business known as Collaboratitis.™

Don’t panic though — you don’t need to consult your primary care physician at this point. There are a few simple steps you can take before you need a prescription.

Let’s get real here for a moment…

Your sales and marketing teams HAVE TO work together, collaborate, and communicate in order to succeed. The relationship is mutually beneficial and crucial for the success of your company, regardless of how each team views its role. Do either of these sound familiar?

MARKETING: “Sales — HA! Who do they think they are? They’d have nothing to do without US!”

SALES: “Those marketing goons think they know everything. Without us, they’d have no clients to market to. WE bring in all of the leads!”

“That’s us, Nick,” you say. “So, what can we do about this division?”

Collaboratitis.™ |  Are Your Marketing, Sales, & Lead-Gen Services DRIVING Revenue?There’s a cure for Collaboratitis.™ It’s called Collaboration!

Collaboration is the #1 branded prescription aid-process for getting teams to work with each other to perform tasks that achieve shared goals (like revenue).

In clinical studies, Collaboration was proven effective to help increase synergy, morale, and ROI. Individual results may vary. { Tweet this. }

Your teams need to get over their “Me-Me-Me!” attitudes and work together to make your lead-generation program a success. If you’re finding your lead-generation program has become stale or is simply not driving revenue, it’s time to sit down with both teams and discuss what’s happening.

Your processes are already in place, but you need fuel to drive this Bugatti Veyron of a business you’re trying to run. There is no sense in having a gorgeous car without showing off what the car can do on occasion, right? You’ve got two seats: One for sales and one for marketing — It’s time for everyone to take their seats, collaborate, and FLOOR IT to the Finish Line of success!

It all boils down to content.

If your content is weak, your revenue will suffer. It’s not solely one team’s job to create your content; it takes a team approach from both marketing and sales teams to do content marketing well.

COLLABORATIVE CONTENT

No single marketing person can effectively create content that meets the needs of everyone in a business, especially their target market, without the collaboration of those that speak directly to your leads — THE SALES TEAM!

According to Marketing Sherpa, 61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified. (Source: MarketingSherpa B2B Marketing Benchmark Survey; Methodology)

Stop Marketing vs. Sales Bellyaching: Have your two teams reach an agreement as to which leads should be deemed “Marketing Qualified Leads” (MQLs) and passed along for follow-up. This collaborative activity of lead-scoring and categorizing leads by buyer personas will help direct your marketing team’s approach toward high-quality content.

REAL-TIME CONTENT

We know — that eBook you’re so diligently working on that you plan on deploying a month from now is very important. Did you ever think about expediting time-sensitive content related to high-profile trends? Your leads not only appreciate the relevant information you market to them through your consistent email-marketing plan, but they also appreciate your knowledge and your ability to quickly stay on top of trends happening right now.

Sales could really use the boost to promote your business as a trusted source for content that your leads could use right now. Pull your two teams together to take advantage of trending news updates.

INTERACTIVE CONTENT

Continually creating great content and socially engaging those who are finding your eBooks and white papers is a great way to pull in new leads.

{Monthly GROW eNewsletter} Subscribe today!You can also survey your existing pool of leads for feedback to trigger new product ideas, find out if your content is annoying or helpful, and more. Depending on how good your content marketing is, pulling in new lists to survey relative to your market has also shown exceptionally high completion rates for lead-gen forms when used with interactive content.

Your consumers love to give feedback. Don’t be afraid to ask. Eloqua has seen an average of an 82% completion rate for lead-generation forms when utilizing interactive content in their marketing strategies.

Now that you know there’s hope with Collaboration,™ you can take these questions and insights about how to move forward collaboratively with your teams to build out your content (i.e., your FUEL in that Bugatti Veyron analogy I mentioned earlier) that you need to show off, to retain your existing clients, and to earn new leads that convert to increased revenue for your business.

Connect with me on LinkedIn—I’d love to talk further about your current marketing tactics, or anything related to technology or motorsports.
nick75

The Smart Money Is on Content Strategy

{4 Ways Marketing Has Changed} Effective marketing is not a cost, it’s an INVESTMENT. *Interesting perspective.
I speak to CEOs every day about marketing. It’s startling how many of them view marketing as a COST. They erroneously lump marketing in with their other “cost of goods” line items and commoditize it. They look for ways to cut corners, and they implement hit-or-miss tactics without putting in the proper think-time or strategies. It’s no surprise, then, when they don’t receive the return on investment (ROI) they expected.

So, what should these CEOs do instead?
Change their viewpoint:

Effective marketing is not a cost, it’s an INVESTMENT.
If proper thought, implementation, and tracking are invested, marketing ROI goes up.

The old rules of marketing and PR no longer apply — Channel choices are multiplying every day. Technology is changing the way customers seek, find, and view your message. And customers expect any online or social media you use to be a direct line to your customer support, with answers within the day . . . or even within the hour!

Today’s marketing is about:

  • Presenting solutions FOR your customers – Marketing is no longer about presenting products  or technology TO your customers.
  • Using targeted content to establish your company’s expertise– You need to provide your customers with trusted and relevant content they can apply TODAY.
  • Engaging your customers on their terms – You must interact responsively with your customers and ensure that your message is displayed professionally and with proper functionality, regardless of the device they view it on.
  • Capitalizing on measurable marketing analytics – Yes! Measurable marketing is here. Using a content strategy, you can draw customers (and even potential customers) to you through your compelling, value-laden content. Then you can identify who your customers are, what content they want, and how they prefer to receive your message.

So when are YOU going to develop your own content strategy?

The companies that view marketing as an investment already have. The smart money is on them.