Content marketing is cumulative. Expect a long-term commitment to see your ROI.
While traditional marketing can quickly push a product or service (magazine ad, FB post boost), content marketing aims to provide valuable information to your clients and user over a longer duration of time. Also, ROI goals can be calculated in monetary or non-monetary (i.e. article shares, backlinks to the article, and increased brand recognition and authority). Your end goal should be clear at the start of your content marketing campaign to set realistic expectations.
Conversions: One goal of content marketing is user engagement. A potential customer signing up for your eNewsletter, creating a customer account, adding items to their cart. End-goal conversions would be a form submission or product purchase. Viewing your site analytics can help you understand how customers find your content and their path to purchase.
Sales: Your website’s content should be seen as a driving sales force. Whether you’re promoting a service or selling a product, your content should be relevant to the reader and provide solutions to their problems. Remember, content marketing is about building trust. It needs to be consistent and relevant since as much as 70% of users would rather learn about a company through content marketing than any other form of marketing. And, B2B companies who blog see 70% more website leads than those companies that don’t engage in content marketing.(1)
Promotion: How your article is shared is relevant to your ROI. Writing a blog without properly promoting it is futile. Content must be shared via social media, eNewsletters, and cross-posting on relevant websites, then tracked to see what type of social media works best for your company.
Consistency is Important: Companies who consistently write content are 6 times more likely to convert readers into customers. In addition, 75% of companies who consistently add relevant content received a positive ROI on their content marketing.(2)
Our team at TOVO Manage can help create meaningful, engaging content for your website, in addition to monthly backups, software updating and monthly updates. Contact us today to learn more.
The TOVO Manage Team