6 Critical Questions to Ask Yourself to Evaluate Your Content Marketing ROI

Are you satisfied with how your content marketing is performing? Are you getting the results you want? Do you even know if it is positively performing and helping your cause? If not, it might be time to evaluate your strategy.

 

Here are six critical questions to ask yourself to help you gauge the effectiveness of your current content marketing plan:

1. What are your goals for content marketing?

Are you trying to drive traffic to your website, increase leads, or boost sales? Knowing what you want to achieve will help you determine which tactics are most effective for you.

 

2. Who is your target audience?

You can't create content that resonates with your audience if you don't know who they are. Define your target market and tailor your content accordingly.

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3. What type of content do you produce?

The type of content you produce plays a big role in how successful your campaign will be.  This isn't always the same for every audience, nor is it the same for every point in the sales funnel. 

4. What is your content strategy? Do you have a plan for creating and publishing  content?

If not, now is the time to develop one. A content strategy will help you stay on track and ensure that your content is of high quality and relevant to your target audience.

5. How often do you publish content?

Publishing content on a regular basis is important for keeping your audience engaged. However,  don't publish content just for the sake of publishing; make sure it's quality content that will be useful and interesting to your readers.

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6. Are you measuring the results of your content marketing?

Measuring the results of your content marketing is essential for determining its effectiveness. Use analytics tools to track how much traffic your content is generating, but also know strategic key performance indicators that can change outcomes. 

Key performance indicators (KPIs) for content marketing will vary depending on your goals and target audience.  That's why it is mentioned here last.  You need to know the answers to the above 5 questions to get to this granular level of performance monitoring.  Besides, some of the most common KPIs for content marketing, include:

 

-Bounce rate: The percentage of visitors who leave your website after viewing only one page. Low bounce rates indicate that your content is engaging and relevant to your audience.  You can decrease your bounce rate by using hyperlinks to other articles or places on your website. 

-Time on site: How long people are spending on your website on average. The longer they stay, the more likely they are to convert into a customer. You can improve this metric by publishing high-quality, engaging content that's relevant to your audience.

 

-Pageviews: The number of times a page is viewed. This metric can be useful for determining which pages on your website are the most popular.

 

-Conversion rate: The percentage of visitors who take a desired action, such as filling out a form or making a purchase. Knowing your conversion rate can help you determine which types of content are most effective at converting leads into customers.

 

-Social media shares: The number of times your content is shared on social media. This metric can be used to determine the reach of your content and whether or not it is resonating with your audience.

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Here is the objective:  1. To know the answers to the first 5 questions so you can fine tune your content to your audience.  2. To then measure results and keep track of numbers.  This will allow you to test messages, content types and calls to action with the goal of bettering those numbers.

 

So, what have we learned about content marketing today? First and foremost, that it's essential for any business to know their content strategy.  But secondly, and perhaps more importantly, that you have an understanding of KPIs to know whether or not your strategy, message and efforts are turning a positive ROI and progressively improving. 

Writing content with the end goal in mind is our specialty.  Optimizing that content for the right audience at the right time in the sales funnel is part of our content marketing strategy.  Knowing the right KPIs to measure and optimize results is all for you.  

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