Did you know that only 8 percent of marketers consider themselves as 'very successful' at tracking the ROI of their content marketing?
Maybe you did. In fact, maybe you're part of the 92 percent who aren't confident in their content results.
Tracking content marketing is difficult because your content can achieve different things in different circumstances. For example, the video on your YouTube channel helps to raise awareness of your brand, and the gated eBook on your website collects leads.
So, how do you apply all of this to ROI? You use technology to help you! Here are four of the best tools you can use to measure your content ROI.
1. Google Analytics
If you're only going to use one tool to measure your content ROI, it should be Google Analytics. Google Analytics is a comprehensive platform that allows you to build a complete picture of your data. The dashboard presents you with a whole host of data on everything from page views to your bounce rate, over any date period:
From here, it's easy to drill down and create shareable reports on different aspects of customer behaviour and content ROI.
Under the 'Acquisitions' tab, you can see how many customers you have acquired from different content pieces, and also the behaviour of users viewing your content:
Similarly, under the conversions tab, you can keep tabs on the best and worst converting content, so you know what to create in future:
Google Analytics links with other Google software, such as Adwords, so you can measure the effectiveness of your PPC campaigns, too!
To try it out for yourself, click here for the demo.
Toggl is a time tracker tool that is mainly used to improve employee productivity. To find out the true return on investment of your content, you need to take into account the time spent creating the content and subtract this from your overall revenue.
With Toggl, you can track your progress in real-time, clicking pause whenever you become distracted or stop work, to improve accuracy.
You can create any number of projects, to track the time spent on different content projects; and with the Pro package, you can even add billing amounts to each project so you know exactly how much you've spent. Once projects are completed, you can export time sheets and easy-to-digest reports to assist you in measuring the ROI of your content.
Click here to start a 30-day trial.
According to Cyfe, businesses spend up to 80 percent of their time collecting, monitoring, analysing and reporting data. That's a huge loss in performance.
Using Cyfe's self-proclaimed "all-in-one online business dashboard," you can track almost any metric you can think of and measure all of your marketing channels: email, SEO, social media and more! Plus, all of these can be customized to your liking.
Data is displayed in real-time reports, and it is all archived so you can view historical data at any time.
Click here to sign up.
If you want to measure and improve the success of your content on social media, then Buffer is the platform for you. With Buffer, you can post content to all of your different social media channels without ever leaving the dashboard. This goes for scheduling, too. In fact, Buffer even gives you an analysis of the best times to post, so you can engage with more of your followers.
You can also create images within the platform that will be the perfect size and format of the social network you are posting to. Check out their image designer, Pablo, to see for yourself.
As for the actual measuring, Buffer doesn't disappoint here, either. Their business plan packages offer extensive analytics on all aspects of social media. You can take a look at your "most-clicked posts" to find out which content generates the most buzz:
You can also take a look at the posts that didn't do so well, in order to discover what topics resonate less with your audience:
To create your own reports, simply pick a date range and click export!
Click here to view their plans and start a free trial.
If you want to further demist the complicated world of content ROI, take a look at this free eBook from Publi.sh: A CMO's Guide to Inbound Marketing ROI.
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