How to measure the return on investment of content marketing?
You can use Google Analytics or any other analytics tool to measure the value of your website content. First, look at some of the criteria. Does your ...
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In both B2B and B2C marketing, around one-third of the marketing budget is spent on content. Many successful brands invest even more. Such statistics are expected to continue to grow. Experts believe that we will have an industry of $ 300 billion in this area by 2019, which means that the dollars spent on content marketing will have doubled by then.
Increasing the cost of content is not exactly a brave initiative. Today, this is the safest way you can select. Content marketing typically attracts three times more potential customers compared to traditional marketing by doing at 62% less cost. The question is “Do you have a good return on investment for the time and money you spend on content?” We know that the industry would not have received so much attention without such a thing.
Thus, this is the answer. Now let's look at how return on investment or content marketing ROI can be measured. Here are some tips. Stay with us.
Waiting for ROI
ROI analysis of online content is slightly different from the measurement of the ROI of a banner ad or Facebook ad campaign. The reason is that once your article is published, it may take weeks or even months for search engines and your audience to find it. Unless you already have readers for your blog or listeners for your podcasts. Thus, this time delay factor is highly significant when measuring the content marketing ROI.
Identify the criteria
You can use Google Analytics or any other analytics tool to measure the value of your website content. First, look at some of the criteria. Does your content reach the audience you want? Do these numbers increase over time?
Total views
Do people stay on your website long enough to benefit from the value of your content? Do they get motivated to enter the sales funnel?
Pay attention to the jump rate, it is not bad if it is under 70%, but ideally it should be below 40%.
Pay attention to the time people stay on the website. The minimum amount declared is between 30 and 45 seconds, otherwise your content will probably not attract the attention of visitors.
Take a look to see which content on your website gets the most visitors? Is there a process which can make some content more attractive to website visitors? For instance, with better images, longer content, more statistical information?
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Return on Investment (ROI) is a financial criterion which is widely used to measure the probability of obtaining a return on investment. It is a ratio which compares the profit or loss of an investment to its cost. It is just as beneficial in assessing the potential return on an independent investment as it is in comparing the returns on multiple investments.
In business analysis, return on investment and other metrics of cash flow - such as internal rate of return (IRR) and net present value (NPV) - are the key criteria used for evaluating and ranking the attractiveness of a number of different investment options. Although ROI is a ratio, it is usually expressed as a percentage rather than a ratio.
Return on investment (ROI) is the approximate criterion of investment profitability.
ROI has a wide range of applications. This can be applied to measure the profitability of a stock investment while deciding to invest in buying or not buying a business or to evaluate the results of a real estate transaction.
ROI is calculated by subtracting the initial investment amount from the final investment amount (which equals = the net return), then dividing this new number (net return) by the investment cost, and ultimately, multiplying it by 100 and understanding ROI is somehow easy, and its simplicity means that it is a universal and standard measure of profitability.
One disadvantage of ROI is that it does not consider the retention period of the investment. Thus, a profitability measure which involves the maintenance period may be more beneficial for the investor who wants to compare potential investments.
When interpreting ROI calculations, it is significant to remember a few things. First, ROI is normally expressed as a percentage as it is easier to understand intuitively (as opposed to when expressed in proportion). Second, measuring the return on investment includes the net return on the calculator as the return on an investment can be positive or negative.
When ROI measurement indicates a positive figure, it means that the net return is black (as the total return is more than the total cost). In addition, when ROI measurement gets a negative figure, it means that the net return is red since the total cost is more than the total returns (In other words, this investment causes a loss.) Eventually, total returns and total costs should be considered to calculate the ROI with the highest degree of accuracy. In order to compare apples to apples between competing investments, the annual ROI should be considered.
Combining leverage with return on investment (ROI)
In case of profitability, investing can increase ROI. Nevertheless, if the investment is proven, the loss can increase the losses. Suppose an investor buys 1000 shares of the hypothetical company Worldwide Wickets Co for $ 10 per share. In addition, assume that the investor has bought these shares with a 50% margin (meaning that they invested $ 5000 of their capital and borrowed $ 5000 from their brokerage firm as a margin loan). Exactly one year later, the investor could sell his stock for $ 12.50. They made a profit of $ 500 in the one-year retention period. Furthermore, they spent a total of $ 125 on trading fees while buying and selling their stock. Further, their marginal loans had an interest rate of 9%.
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