Content Marketing: Optimise your ROI with these 6 steps
Let’s go back to basics. Doing marketing just for the sake of it has no point – the goal is to get known and to sell. We invest time, resources and money to get a positive ROI. And as content marketing has become quite popular, we asked ourselves if it really were interesting financially speaking. Your content marketing ROI is not always positive – even though many seem to believe it’s free. But there are a lot of myths regarding content marketing so below you can find actual advice that will help you optimise your ROI:
- Understand your analytics
- Focus your social media efforts
- Use images correctly
- Adapt your content
- Choose the right title
- Optimise your conversion funnel
1. Understand your analytics
To be sure of getting a positive ROI with content marketing, you have to be able to calculate it with precision regarding traffic, engagement and results in leads or conversions. Several tools exist to help you:
Google Analytics has the main advantage of being a free solution even though there are logically fewer features. If you know how to use it, you can very well find what you need to follow up on your marketing actions. A detailed analysis of your click, conversion, bounce, etc. rate will help you determine what works.
If you’re interested in getting to know (or reviewing) Google Analytics, here a video tutorial that will help you.
2. Focus your social media efforts
It’s better to be on the right platforms and convert with them than to be on all of them but not convert. LinkedIn, Facebook and Twitter are a good start. They offer a different demography that will allow you to reach more people without getting lost. In B2B, LinkedIn is must-have.
Compare your ROI on these social networks: divide the sales generated on each by the time and other resources that you invested (like a social media management platform for example). And here you have your most efficient platforms!
3. Use images correctly
For SMB, it’s an excellent method to increase your ROI and content. It’s estimated that 94% of articles with images are more read and that they have 40% more chances of being shared. That means you should find an appropriate illustration and optimise it for SEO.
However, you will reach a point where adding one spectacular image won’t bring you anything more. Calculate where that point stands so you can know when to stop!
4. Adapt your content
The more you follow what’s going on around you, the more you’ll see what are the topics that are often discussed within your industry or your clients’. It’s then easier to create specific content for your target and to time it right.
Don’t forget your ROI though! Content might answer questions but it’s also here to convert. Call-to-action is capital – whether it’s a button to buy, a free trial, a “follow us” button or a newsletter subscription one… There should be a clickable action.
5. Choose the right title
If you want people to click, you have to write a title that makes them want to click. Here are a couple of types that exist:
- Catchy (“5 techniques to improve your oral presentations” / “Become a pro at oral presentations”)
- Mysterious (“Scared to talk in public?”)
- Question (“How to improve your presentation skills in front of a large audience”)
- Unusual (“You’re going to agitate crowds!”)
On same theme articles, you can test the different types and which works best.
6. Optimise your conversion funnel
Every step matters. For example during the first step – which is generally generating traffic -, only take care of the qualified leads. Don’t bother attracting out-of-target visitors just to boost your numbers and somehow increase visibility – it’s a waste of time and money. During the content stage, check how your engagement is doing. During lead nurturing (with emails for example), metrics will help you move in the right direction, etc. Optimising one step, even a little, will still be beneficial in the long run!