Posted 14 February 2013

How to get the best ROI on your blog by monitoring your content marketing

How to get the best ROI on your blog by monitoring your content marketing

Content marketing is set to be one of the main kinds of online marketing in 2013, with 8 out of 10 businesses planning on increasing their spend on content marketing this year. It is the distribution of content relevant to your business and industry sector on the internet. The content can be visual, media or written, and despite studies showing that content with visuals and videos produces 65% more engagement, over 50% of people believe that industry related news and blogs are the content that is most frequently shared.

There are a large majority of businesses that have blogs on their websites these days but a blog is no longer simply an online diary, you can include anything in it; there’s no reason you can’t include written and visual content. Regularly posting on your blog is a great way of providing your site with fresh content which helps improve your search engine ranking; introducing relevant keywords and phrases. A blog that contains relevant content of good quality can also increase traffic to a site and the number of leads generated. In fact, a business that blogs at least 6 – 8 times a month has shown to produce over double the amount of traffic to their website and 70% more inbound leads than those that don’t. It is only by monitoring the number of leads and sales that come from each blog post that you can see which posts are producing the most actual revenue and which are not. This enables you to identify how you can improve your blog and optimise the ROI of your content marketing.

There is a range of technology to help businesses assess the amount of revenue a blog generates. Web Analytics tools can show you the path a website visitor took through your site before making an online purchase and so you can see if they found your site through your blog, or which blog posts they read within your site. If a certain post has motivated several people to visit other areas of your site and make a purchase then it is safe to say that something about this blog is portraying your business or your product in a good enough light to drive them to buy from you. Blog posts that have driven little traffic and produced no sales are clearly not appealing to people, and driving them away from your business instead of drawing them in. You can use this information to build on topics and styles that are creating sales and avoid those that are not.

Not all sales created by a blog post are made online, and if you are not measuring other sales created by your blog then you are not getting the full picture of your blog’s ROI. A blog post might well raise questions that people want to ask before buying or they might decide they would prefer to deal with a real person when making a purchase; web analytics alone would not capture data on these purchases. By integrating call tracking technology you can also see the touch points for each visitor’s journey from initial search through to their purchase by phone, enabling you to identify the role your blog played in this offline sale.

By measuring the ROI of your blog you can assess how effective it is, and you can utilise the data provided to make it more time and cost effective. By looking at the ROI of each post individually, you can identify which types of information, styles and format of content in your blog are the most motivating and tailor future posts to optimize response.

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