Unless you have been hiding under a rock for the past few years, you probably know that in the online world, content reigns supreme. In fact, most experts and influencers consider it to be the new advertising. So, how do you know for sure that your content is actually helping your business? Here are some ways by which you can measure and further improve your content marketing ROI.
Use Google Analytics. Aside from helping you track conversions and determining which content source converts well, Google Analytics can also help you measure how your content marketing effort is helping people remember your brand. It may be true that there is no precise measurement for brand awareness but by simply knowing how much direct traffic you get and the amount of search traffic your brand name generates, you can already have a fairly accurate indication of how effective your content marketing campaign is.
Add conversion hooks. Considering the fact that most B2B buyers are already 57% to 67% through the buying process before they engage with salespeople, you need to add conversion hooks to your content to create connections along multiple points during the sales process. As such, you should consider offering a valuable freebie such as a free ebook or whitepaper in exchange for a name and email address, add lead generation forms in your blog and SlideShare presentations, and include a powerful call-to-action at the end of your blog posts.
Explore the power of content curation. Content curation can help you in a number of ways. It can build your credibility, encourage your audience to trust you, and help you optimize your content marketing mix. Best of all, content curation can help you achieve all these while saving you valuable time and lowering your costs.
It’s about time you get the most from your efforts so start implementing these tips and you will surely see significant improvements in your content marketing ROI.
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