According to the Content Marketing Institute, 57% of marketers don’t measure content marketing ROI. This is a problem because Content Marketing should be focused on growth and without measuring you are not able to define success. In order to understand whether your Content Marketing is working you need to know what to look for.
The first thing to monitor is your SEO ranking. Google has high standards for ranking sites in search results. Only the best information related to specific search terms is going to get ranked in the top 5 results. The content you create needs to help you get there and the more valuable content you create, the more qualified traffic you will get.
Qualified traffic leads to more engagement, which is the second way to gauge the effectiveness of your content strategy. This means you are getting prospective customers reaching out to you through your various channels such as email, chat, and social media. The content you produce triggers a reaction and a level of interest in the prospective customer because you are providing valuable information. In turn, they become more likely to consider buying your products or services and ultimately you see the result in terms of sales revenue.
Consistently producing great content builds your reputation and trust with your audience of prospective customers. Make sure to include a clear next step for the reader to engage with you in the form of a call-to-action that continues your interaction with them. Then, it is just a matter of being consistent and responsive while measuring the results.