How to Measure ROI on Content Marketing Using Analytics

When you’re putting together a content marketing plan it is important to know that it is reaching the right audience.

How do you know?

The first step is to understand the metrics and how to analyze them. Here are the top three metrics you should be tracking.

1. Web Traffic

2. Views and Downloads

3. Load Quantity and Quality

Knowing how to track these concepts within your marketing plan will give you a better understanding of the overall effectiveness.

How do you track these metrics?

Dozens of tools exist on the internet for tracking your website traffic, downloads, and quality. However, tracking the information is not the same as understanding it.

Web traffic, views and downloads and load quantity and quality all measure up to understanding how your website is performing. Analytics for your content marketing is not something you want to take lightly.

So the real question is…

How Do You Measure the Return on Investment?

Why would you want to waste your time, energy, and money on analytics that don’t offer you any concrete information? It is important that the metrics for your content marketing plan are relevant and offer you the information you really need to improve your business and make the right choices when it comes to continuing your content marketing. Not all analytics are created equal. As a business owner your ROI needs to be carefully measured and you should only pay for the information that is important to you and your company, product, or service.

Your Campaign’s Goals

Now we get to the meat of the conversation. Your return on investment should specifically reflect your campaign’s goals and this is how to know what data needs to be analyzed.

Benchmark where the business is today.
Understand your own business and goals.
Learn about your competitors.
Learn about your audience.
Create memorable branding.
Do a website audit.
Set your expectations.

These 7 conversation starters are a great place to begin your exploration into content marketing analytics. Understanding these things can help you customize your information and only find out the answers to the questions you really should be asking. By creating these benchmarks, understanding your goals, researching competitors and your audience, developing a great brand, evaluating your current website, and managing you own expectations you will begin to see the ROI on your content marketing strategy.

You don’t have to do this alone!

The good news is that this isn’t a journey you need to embark on alone. Navigating the murky waters of web analytics and tracking these metrics can be a burden for someone who needs to spend their time running a business. The right tools are available for you if you work with a company dedicated to this process.

We can provide a quote for a consultation that can help you understand these analytics and the value we can offer to you and your business. We have the expertise to integrate these analytics tools into your content marketing campaign.