Only 43% of content marketers measure their content marketing ROI.
While trying to measure the success of different forms of content, marketers should avoid using the same standards across the board. They need to understand what their content marketing is aiming to achieve and develop their metrics accordingly.
Marketers need to develop a holistic marketing strategy while taking into consideration the elements like their target audience, messaging, channels. The strategy should also lay down the groundwork for SEO, create various types of content and generate earned media.
They should evaluate the nature and volume of their website traffic and figure out what converts passive readers to qualified leads and ultimately into customers. Metrics like organic traffic, call-to-action clicks and bounce rates can help in getting a holistic picture of the content marketing ROI.
[6 minute read]