In the cut-throat world of digital marketing, everyone’s chasing that elusive ROI. And when it comes to marketing tools, content marketing often steals the spotlight.
But here’s the thing: to make content work for your bottom line, you’ve got to align your strategies with your revenue goals.
Let’s explore how to craft content that grabs attention and brings in the dollars. From choosing the right topics to getting your content in front of the right eyes, here’s how to turn your content efforts into real revenue drivers.
What is content marketing ROI?
Content marketing ROI is the return on investment from your content marketing efforts.
Here’s the formula for calculating content marketing ROI:
- (Return – Investment) / Investment x 100 = ROI percentage
Your “return” is the revenue generated from your content marketing. This could be from direct sales or leads that eventually convert to sales.
Your “investment” includes all costs involved in creating and distributing your content, such as:
- Content creation (writing, design, video production, etc.).
- Content promotion (social ads, influencer marketing, etc.).
- Technology (content management systems, analytics tools, etc.).
- Staff salaries.
Add up all these costs to get your total investment amount.
Dig deeper: How much should you budget for content?
To calculate ROI, you must first set clear goals for your content.
What do you want it to achieve?
More traffic? More leads? More sales?
Your content marketing goals should align with your overall business objectives. Common goals include:
- Increasing brand awareness.
- Driving website traffic.
- Generating leads.
- Converting leads into customers.
- Improving customer retention/loyalty.
The more specific, the better.
Instead of just “increase traffic,” aim for something like “increase organic traffic by 25% in Q3.”
Once you know your goals, you can identify the key metrics to track.
Key metrics to track include:
- Organic traffic.
- Leads generated.
- Conversion rate.
- Engagement (time on page, shares, comments).
- Sales/revenue.
Tools like Google Analytics 4 are your best friend for tracking these metrics. Platforms like Semrush and Ahrefs also offer robust content analytics.
The metrics you track will depend on your unique goals. But in general, the more data you can gather, the better equipped you’ll be to measure and improve your content marketing ROI.
Let’s look at an example of how to apply the ROI formula to a real business.
Say you run an ecommerce store selling eco-friendly clothing. You spend $10,000 creating a series of blog posts and videos promoting your new line of organic cotton t-shirts.
As a result of this content, you generate $50,000 in T-shirt sales.
Remember our formula?
No, let’s plug in those numbers:
- ($50,000 – $10,000) / $10,000 x 100 = 400% ROI
Wow. That’s an impressive return!
This is a simplified example. In reality, drawing a direct line from a piece of content to a specific dollar amount in sales may be tougher.
And that’s exactly where the magic of attribution models comes into play. Attribution helps you understand which touchpoints (including content) influenced a conversion.
There are different attribution models, such as first-touch, last-touch and multi-touch.
First-touch attribution gives all the credit to a customer’s initial interaction with your brand. This model is straightforward and often used to highlight the impact of top-of-funnel marketing efforts such as awareness-building campaigns or initial website visits.
However, it tends to overlook the contributions of other touchpoints along the customer journey.
On the other hand, last-touch attribution attributes all the credit to the final interaction that leads to a conversion. This model is simple to implement and provides clarity on what directly drives conversions. Yet, it overlooks the role of earlier touchpoints that may have influenced the customer’s decision-making process.
Lastly, the multi-touch attribution model acknowledges the complexity of the customer journey by distributing credit across multiple touchpoints. This model considers all interactions leading up to a conversion, offering a more comprehensive view of how different marketing channels and efforts contribute to the final outcome.
While multi-touch attribution provides a more nuanced understanding, it can be challenging to implement and requires robust tracking capabilities.
Ultimately, the choice of attribution model depends on your business goals, the complexity of your sales funnel and the level of granularity you seek in measuring marketing performance. Each model offers valuable insights, but evaluating them in the context of your specific objectives and customer journey dynamics is essential.
Dig deeper: Why good content costs serious money
How to create content that aligns with revenue goals
Creating ROI-driven content requires a strategic approach that seamlessly integrates your content marketing efforts with your overall business objectives.
Here are some steps to guide you:
Understand your audience and their journey
Start by thoroughly understanding your target audience and mapping out their buyer’s journey. Identify their pain points, needs and interests at each stage of the journey. This understanding will help you tailor your content to resonate with them effectively.
One simple method to achieve this is by utilizing the Google Analytics 4 Path Exploration report. This feature allows you to tailor a report to your specific requirements. For instance, let’s configure a report to track the pages visited after a session starts on your website.
To begin, navigate to your Google Analytics account and select Explore from the left sidebar. Then, click on Path Exploration.
Here, you have the flexibility to experiment with various metrics and create a personalized report. In the example below, we set the initial step as our desired event, such as session_start and for subsequent steps, we chose Page path and screen class to observe the users’ journey. By clicking on each path, you can trace your users’ interactions.
Dig deeper: How to create and execute a buyer journey-based content strategy
Set clear revenue goals
Define specific revenue goals you aim to achieve through your content marketing efforts. Whether it’s increasing sales, driving leads or boosting customer retention, make sure your goals are measurable, achievable and aligned with your overall business objectives.
Focus on the right metrics
Determine which metrics will directly impact your revenue goals. This could include conversion rates, customer lifetime value, average order value or revenue generated per content piece.
By tracking these metrics, you can measure the effectiveness of your content in driving revenue.
Create valuable, actionable content
Develop content that provides genuine value to your audience and encourages them to take the desired actions that lead to revenue generation. Whether it’s educating, entertaining or inspiring your audience, ensure that your content is engaging and relevant to their needs.
Optimize for conversions
Write persuasive calls to action (CTAs) within your content to guide users toward the desired conversion actions, such as making a purchase, signing up for a newsletter or requesting a demo. Use compelling language and placement to encourage clicks and conversions.
Dig deeper: Boosting search conversions: 5 behavioral strategies to test
Utilize personalization and segmentation
Leverage data-driven insights to personalize your content and tailor it to different segments of your audience. By delivering relevant content to specific individuals, you can increase engagement and drive higher conversion rates.
Promote across channels
Extend the reach of your content by promoting it across various channels where your target audience is active. Whether it’s social media, email marketing, search engines or partnerships with influencers, choose the channels to maximize your content’s visibility and engagement.
By following these steps and maintaining a focus on delivering value and driving actions that lead to revenue generation, you can create content that effectively aligns with your revenue goals and contributes to the overall success of your business.
Strategies to boost your content marketing ROI
Now that you know how to track and measure ROI, it’s time to optimize and improve those numbers.
Here are some proven strategies to boost your content marketing ROI:
Improve content quality
Better content = better results. Period. To up your quality game:
- Address the needs of your audience directly.
- Deliver tangible value whether you’re publishing blog posts, videos, infographics or case studies.
- Use engaging visuals and storytelling.
- Optimize for readability and scannability.
Your main goal is to whip up content that’s useful and something your audience can’t get enough of.
Optimize content for search
What good is amazing content if no one can find it? That’s where SEO comes in.
Some key SEO best practices:
- Target relevant keywords.
- Optimize titles, meta descriptions and URLs.
- Use descriptive alt text for images.
- Build quality backlinks.
- Improve page load speed.
When you tweak your content to be more appealing to search engines, you’re pulling in more visitors through organic traffic and setting the stage for a better return on investment down the road.
Promote on the right channels
Not all content channels are created equal. Some will perform better for your unique brand and audience.
Analyze your ROI data to see which channels are driving the best results, whether it’s your blog, YouTube, social media, email or paid ads. Then adjust your strategy accordingly.
Don’t be afraid to experiment with new channels, too. You might just discover a hidden gem for your content marketing ROI.
Implement lead nurturing campaigns
Develop targeted lead nurturing campaigns to guide prospects through the sales funnel and convert them into paying customers.
Use personalized content, email workflows and marketing automation to deliver relevant messages at each stage of the buyer’s journey and accelerate the conversion process.
Repurpose and refresh content
Maximize the value of your existing content by repurposing it into different formats or updating it with fresh information and insights.
Repurposing content extends its lifespan and allows you to reach new audiences and drive additional ROI from your original investment.
Dig deeper: How to use AI to refresh old blog content
Start creating content with revenue in mind
Creating content with the explicit goal of boosting revenue requires a strategic blend of creativity, data-driven insights and relentless optimization.
Whether you’re writing original SEO-driven content, nurturing leads through personalized campaigns or repurposing existing content to extend its reach, every tactic should maximize the return on your content investment.
By aligning your content marketing efforts with your revenue goals, understanding your audience’s needs and delivering high-quality, targeted content across multiple channels, you can drive meaningful results for your business.
Embrace experimentation, stay agile and refine your strategy to create content that captivates your audience and drives tangible results for your bottom line.