Measuring the ROI of content marketing

what is the purpose of content marketing

Here at Pumpkin Web Design, we are Preston’s leading web design and web marketing experts. And we work with companies across the North West, from Southport to Wigan, and even Manchester. to deliver web marketing solutions that really work. As a result, we have produced this guide to everything you should know about measuring the ROI of content marketing.

What are the effective metrics for measuring the ROI of content marketing?

If you want to measure how cost effective your content marketing currently is, or you want to know how content marketing is effective sales and profits, you will need to use a couple of different metrics. These include:

  • Increase in organic conversions
  • Increase in page 1 ranking keywords
  • Increase in organic traffic

Content marketing ROI and an increase in organic conversions

One of the most important metrics from a business point of view is the amount of organic conversions that are associated with your content marketing. For different companies, these different conversions may look different, but generally they can include:

  • new email subscribers
  • newsletter subscribers
  • total PDF downloads
  • buy now call to action button clicks
  • contact us call to action button clicks

Strong content marketing is associated with an increase in all of these things, and this metric shows how well your content is connecting with your audience, and invoking action.

Content marketing ROI and an increase in page 1 ranking keywords

Content marketing doesn’t just play a role on the page, it is also instrumental in promoting the website to a higher ranking position on the Search Engine Results Page (SERP). This advertises your company and offers your website as an option for interested searchers, with the ultimate aim of driving traffic to your website. Effective content marketing will allow your company to target a wider range of keywords, and different types of keywords, including long tail questions and phrases. As a result, with strong content marketing you should see an increase in the number and range of page 1 ranking keywords. This can be an effective tool to measure the effectiveness and ROI of the content marketing. It can prove how the website as improved in SERP visibility due to a good content marketing strategy. As part of this metric you can also explore how the website is ranking more strongly for overall groups of keywords.

Content marketing ROI and an increase in organic traffic

When analysing the effectiveness of your content marketing, and the value of this, it is important to look at the organic traffic levels. An increase in organic traffic, especially directly from the SERP, can be a good indicator that your content marketing strategy is working. The amount of traffic that new content drives to the website can show the effectiveness of content strategies, even where there is no increase in related organic conversions. This is because some content is not deigned to lead to lead to conversions directly or immediately. In fact, content like help guides and advice can be fantastic for building your company reputation, though they don’t sell your products or services directly.

For more information about professional web marketing, get in touch with the team today, here at Pumpkin Web Design.

Pumpkin Web Design Ltd is a small and highly results driven digital agency working for like minded clients in Preston, Manchester, Chorley, Southport, Blackburn, Burnley, Morecambe, Wigan and the UK. Our services include web design, SEO, content marketing, video production, brand design and much more.