No matter what kind of marketing tactics you are using, it’s important to consistently measure the results of your efforts to determine if the time and money spent are giving you reasonable ROI. The challenge is, sometimes it’s hard to tell exactly HOW to measure results for the work you’re doing and if those “results” really equate to a return. Content can be the toughest to measure, so we decided to present a few ways on how to better track the ROI of your content marketing efforts.
As anyone knows who has done any kind of content marketing like blogging, blogging is hard. Content marketing is hard. However, if you can see the fruits of your efforts, you’ll be encouraged to stay with it if not expand your efforts. Your small business marketing can and should go beyond blog posts and monthly email blasts if you’re seeing good ROI so it’s important to track that ROI to know where to focus your efforts.
Many people complain that when they first start content marketing, it doesn’t feel like anyone is listening but give it time! As you build an audience, whether that’s through videos, blog posts, email blasts, whatever, you’ll slowly start seeing engagement as your content continually resonates with people. If you’re providing useful content (not a sales pitch!) engagement and conversations will follow. It’s important to track that so you can see which kinds of content, and which topics, resonated with your target audience. For videos, blog posts and other content pieces, that’s views, shares, and comments. For email marketing, it may be open rates, click-throughs or sharing/forwarding your email content. Really watch to see how your content is performing to understand the ROI you’re getting for your efforts. You’re reaching people, impacting them, and making them interested. They’ve moved from awareness to the next part of the buyer’s journey – consideration!
It’s important to track the ROI of your content marketing so you know what works and what topics and content pieces to continue creating. If you need more information on content marketing, we’ve created a whole library of blog posts on content marketing! You’ll see how effective content marketing really can grow your small business.
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