Content Marketing - Tracking Success

Whether you’re making a content marketing strategy for your own business or a customer, the primary questions still remains - What’s the Return on Investment (ROI)? For all the efforts you’ve put in your content marketing technique, the ROI needs to be positive.

What constitutes ROI varies from business to business. However, every successful content marketing system needs to answer at least one of the three crucial questions listed below:

  • Has it driven sales for the business?
  • Has it saved costs for the organization?
  • Has it helped in making customers lives easier, thus increasing retention?

To sum it up, a growth in sales, decrease in costs, and client retention are the three key areas which decide the success of a content marketing strategy. Let’s look at each of these points in more detail:

Measuring and Tracking Sales

Measuring and tracking sales is the part which answers whether your business actually made any money. The results of your content marketing technikque must need to answer questions, for example:

  • Did you make any sales through your e-commerce area?
  • How many visitors came though organic or inorganic search and purchased your product or service?

You can measure all of this by looking at you sales metrics in your own CRM and Google analytics.

Measuring and Tracking Cost Savings

Cost savings is basically your actual benefit: (Converted Leads – Total Cost per Lead). While figuring the total costs per lead, you need to factor in the money you spent paying employees or freelancers in creating the content for you. This also includes all the overheads such as the rent, insurance, utilities, design costs, hosting fees, subscriptions, and software costs.

Measuring and Tracking Customer Retention

By client retention, we not only mean the new leads coming in but also the average life of the current clients. Your objectives must be to keep all customers longer and happier. You can measure this via your CRM to track what kinds of content are being consumed by your clients and measure whether that content has helped in retention and renewal of subscriptions.

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