3 Stories: How to Measure Content Marketing ROI

3 Tips: How to Measure Content Marketing ROI

Allan Caeg 3 Stories

Internet entrepreneur, you’re here to build a brand.

After initial traction, you’re looking to build awareness far beyond your personal network or folks you can reach through cold messaging.

Why? Your product can be delivered remotely. Perhaps, it’s software. Perhaps, it’s a consultancy service that you can deliver to anyone around the globe.

The product works. The business model works. Now, you just want to reach far more prospects.

Watch the video now!

Transcript

3 Stories: How to Measure Content Marketing ROI

This is for technology entrepreneurs looking to scale their marketing.

You’ve tapped your network.

You’ve tried outbound campaigns.

With a proven product, you are looking to invest in something that scales.

At this point, you’re the right candidate for branding and awareness efforts.

Funded by your revenue, you can make bets for the longer term, aiming to reach far more people with your work.

This week, let us talk about 3 hot stories about setting up a content marketing campaign.

During this phase, you are interested in setting goals and understanding ROI, so you’re not surprised with results (or the lack of it) later.

Stay alert! You will get 3 actionable tips in the end.

Hello! I’m @AllanCaeg of NorthStories.io

We share tips like these every week

Today, we’re discussing 3 hot stories about measuring Content Marketing ROI:

Can you prove the ROI of your marketing? Here are the top challenges we’re all facing.

Marketing: How to Measure Brand Awareness

A Comprehensive Guide to Social Media ROI

Story #1: Can you prove the ROI of your marketing? Here are the top challenges we’re all facing.

Let’s start with this piece from Patrick Kelly at SmartInsights!

We’re talking about this topic because it’s difficult.

Unlike sales or direct response marketing, branding and awareness efforts are not as easy to measure.

Having said that, there are more than enough reasons to keep doing content marketing.

In the process, the piece cites the top challenges for proving marketing ROI:

Attributing social and content to revenue (71.11%)

Aligning KPIs with overall business goals (48.89%)

Attributing leads to revenue (46.675)

It is not easy to attribute a $ value to each tweet, blog post, or video.

It’s like counting calories or monitoring your exercise.

You know the disciplines, but you cannot necessarily attribute weight loss to each burger or workout.

The results are produced by the coordination of many efforts.

When trying to lose weight, while I’m not a fitness coach, I understand that it’s a result of my diet, exercise, and sleep.

In business, our sales would be a result of branding, product, sales, and much more.

Your 5-Minute Tip: Review the KPIs (key performance indicators) of your last 3 marketing campaigns.

Were the goals clearly identified before the campaign?

Did you have the discipline to track the results?

By reviewing your most recent performance, you will learn dos and don’ts for crafting your marketing campaigns.

You will understand what’s realistic, easy to track, and how to stay disciplined in measuring results.

Story #2: Marketing: How to Measure Brand Awareness

These are strong tips by Kit Smith at brandwatch!

Brand awareness can be tough to measure and justify, right?

Imagine the marketing teams justifying Super Bowl ads… or even Facebook Ads towards educational blog posts.

How do you justify marketing budget for such efforts that are detached from sales?

They suggest these 4 tactics for measuring brand awareness:

Surveys

Website traffic

Looking at search volume data

Social listening

A common pattern here is “branded” interest

Branded searches

Branded mentions

You have a stronger brand if people:

Search for your brand on Google

Visit your homepage directly

Mention your brand

The pattern here is having the audience type your brand name, whether that’s in a search box or a social media post.

Your 5-Minute Tip: Check your analytics for brand interest

Say your website has tens or hundreds of pages, how much of the visits land straight to the homepage?

Imagine your average homepage visitor…

Did they land there because they typed your URL in the browser’s address bar?

Did your audience find your website because they specifically searched for your company on Twitter or Facebook?

Did they Google your name?

Such analytics suggest your brand awareness and recall.

Story #3: A Comprehensive Guide to Social Media ROI

I invite you to read this piece by Sarah Dawley at Hootsuite!

Here, they talk about:

What is social media ROI?

Why measuring it matters

How to measure it

Tools

How to report it

These same insights apply to measuring content marketing and branding in general.

You want to justify budget, identify measurable goals, measure, and report results.

Your 5-minute Tip: List your marketing measurement tools

How do you

Identify goals

Measure performance

Report results

By going over your most recent marketing campaigns, you will see strengths and gaps.

Perhaps, your team is great at configuring analytics tools.

Maybe, you need to hire dedicated staff for monitoring and presenting marketing campaign results.

I invite you to review your current systems, so you can make improvements!

There you have it!

Let’s do a recap of the 5-minute tips!

Review the KPIs (key performance indicators) of your last 3 marketing campaigns.

Check your analytics for brand interest

List your marketing measurement tools

Choose 1 that you will practice today!

Pledge your commitment! Tweet it to me: @AllanCaeg