The site crawl automatically gathers every single web address on your domain, which you need for Excel to be able to properly pull data from your analytics reports. And finally, create a new column for each metric you selected. To review, these are the metrics I recommend adding:.
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Fill in the author, topic, format, and word count for each URL. Unless you know your content in your sleep, this step will likely require that you visit each page. Get your music on — this is probably the most monotonous step in content marketing ROI Math.
But I really encourage you to stick it out. The sheer volume of data that Excel interprets automatically, not to mention the precision of your results, will make this task worth the extra time and effort. I promise. Fill the remaining cells in your spreadsheet by pulling data sets from your reporting accounts. I recommend starting with Google Analytics.
The PivotTable is another Excel feature that takes practice to understand. Your goal with these Pivots is to calculate two new metrics — the average performance and variance to average of all content dimensions.
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These two meta-metrics hold the key to predicting how well similar content will perform in the future. To systematically calculate the averages and variances, complete the following steps for each content dimension and success metric. As you complete each pivot, copy and paste the data to a third sheet formatted with the columns below. Complete all the pivots until you have recorded the averages and variances of each success metric. You have completed an impressive feat of auditing, pivoting, and formula-writing — and now comes the fun part. Everything to this point has been about analyzing past performance.
Start a fourth tab to house your ideas for future content. To check if the function is working correctly, type one of your authors into the appropriate column and check your third sheet to verify that the VLOOKUP has returned the same average variance you see in your pivot results. As you brainstorm new content ideas, add them to your fourth sheet and propose an author, word count range, topic, and format for each one. You can either do this yourself or have the individual idea contributors add them in.
This column is the reason ROI Math exists. I have no historical data to back it up. There you have it. From now on, you can confidently predict the likelihood of conversion for every content idea you have. ROI calculations are very flexible. If at any point while brainstorming you get a low or negative percentage, you can immediately tweak the content dimensions e.
You can even compound the dimensions if you like — for example, you can find the word count range that works best by format vs.
The more layers you add to your calculations, the more precise the predictions become. Keep at it until you get a model that works for you and your site. Ideas are surprisingly fickle. Some of our best ideas according to us end up producing mediocre results, while run-of-the-mill ideas can be off-the-charts successful.
What's a good ROI in marketing?
I encourage you to use ROI Math for inspiration. Use it as a sanity check, but when decision time comes around, go with your gut, your common sense, or some combination of both. Build and increase brand awareness — people will start seeing your content. If they like it, they will talk about it. Increase traffic and conversions — with great content comes great business.
Your content will attract users to your website, where you can then turn them into customers. Feed other tools in your marketing mix — the content you create can help the flow of information in your social media profiles, improve your SEO and connect with other experts. Deliver insights about your audience — one of the things you can measure with a good content marketing strategy is the preferences of your visitors and clients.
This will help you deliver what they want and how they want it. If you think about it, content is everywhere, including in all or most parts of your marketing. This is why your content marketing strategy should take a ubiquitous and major role in your marketing mix, and not be treated as a separate tool. A strategy allows you to have clear and defined goals that you can measure , reach the best possible audience, and control the whole process, from content creation to measurement.
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Without it, it will be harder to keep focus on your long-term plans and to keep track of your progress. A documented strategy will help you understand where you are going and what you need to do to get there. Remember that content marketing is a long-term process and one that demands consistency, regular fine-tuning and a long-term view. The content strategy should be adapted to the specific needs and characteristics of your business, but there are some points that absolutely need to be covered:.
Step 1 – Identify relevant data
What do you want to achieve? What are you aiming for? For some, the main goal might be increase inbound traffic to the website; for others, maybe the goal is to create engagement with followers. Whichever your goals are, to assess the success of a marketing strategy, you need to have defined and measurable goals, as well as a defined time frame, e. Try to be reasonable and realistic — if you aim too high or too wide, you can have trouble focusing the strategy and end up diluting the power of your content. It is paramount to have a precise knowledge of your audience, which are ultimately your potential customers.
Define a buyer persona, a representation of your customers — what they do, where they live, how old they are, if they have dogs, etc. All the information you have can be useful. Create content for them and for the moment they are in your marketing funnel.
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Otherwise, your conversion rates will drop and the whole strategy will be in peril. Content marketing is done long-term, and this is why you need consistency and regular publishing. Create a content calendar and follow it, otherwise you will be either forgotten or seen as sloppy. But avoid the mistake of publishing low quality content just for the sake of delivering.
Quality is what will make you stand out among the ocean of content out there. Be always relevant. Give your audience what they want, when and where they are looking for it. Will they find it interesting and useful? Offer value : give out a solution to a problem or teach something new. If visitors find real value in what you have to say, they will probably come back, or even better, they might link to your article or blog and share it in social media, thus amplifying the reach and exposure of your content. There are several formats that you can use, including blog posts, infographics, etc.
And make sure that search engine optimization is done when you publish something. You might feel the temptation of going all-in and spread your content everywhere. Fight that temptation.