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Is Your Content Sales Enabled? Easy Ways to Analyze That

You spend plenty of time, effort and money on your content marketing but do you know whether it’s actually working for you? If not, you’re not alone. According to a study by the Content Marketing Institute, a majority of B2B companies are not clear if their content marketing is successful. Although companies are reporting that they are feeling better about their content than last year, many are still unaware of how to make sure that their content is getting the results it should.

To figure out whether you are getting a good return you must first determine how much you spent on your content. This includes the costs of content writing, website posting and any other expenses associated with production. For instance, you may have paid for content writing, images to add to your content and might have outsourced a web specialist. You must also add on any costs associated with distribution.

Illustration by Brazhyk via Bigstock

Review Metrics

There are so many different metrics available that you could become confused and overwhelmed. However, only a handful of metrics are the most important so you can focus your attention on those. Choose the metrics that you want to review based on your specific goals.

Google Analytics is one way to track visitors to your website pages. Once you have set up your goals you can view data about the various pages of your website. You can see the amount of traffic that you are getting to a particular page. You can also see whether there is a good conversion rate. If the data shows that there are many visitors to the page but there is a high bounce rate and low conversions, your content isn’t attracting good leads. Thus, you will not have a very high conversion rate.

Web Traffic is Essential

When you want to analyze content marketing it is necessary to view traffic to your website. Ideally you want to make sure that there are plenty of visitors because without them you can’t make any sales. It is important to review traffic over a period of time so you can compare growth. You can view behavior for all of your landing pages for particular time periods. This allows you to see which pages are the most productive.

You also want to look at where conversions are coming from. You can see whether they are coming from your landing pages or from outside your site. Keep in mind that many people visit websites multiple times before they make a decision to purchase. They also may be getting to your site through other places such as Facebook. You will be able to see the number of visitors that came to a specific page from all the various sources. That way you can easily see which of your marketing efforts is working and which ones aren’t.

Search Engine Rankings

When people conduct an online search they likely receive many pages of results. Typically, users only look at the first page, maybe two, before clicking on a result. You can easily check to see where your website ranks by doing a quick online search. Consider several of the keywords that people search on for your product or service. These are the same words that you should be focusing on in your content.

See where your site ranks in the results by doing an incognito search. The closer your site is to the top of the search results the more likely it is that you are receiving a lot of traffic in this manner. Another way to check is by using Open Site Explorer by Moz. You will be able to see a snapshot of your domain authority and page authority rankings.

Measuring ROI

There are some basic tools that you can use to measure ROI. Simply put ROI is the percentage of revenue that you gain through content marketing compared with what was spent. To calculate ROI subtract your investment from your return and divide by investment. This number should be expressed in percentage format.

There are other ways to view your ROI as well. Google Analytics offers plenty of useful data that you can use to determine how well your content is converting. Using these tools you can analyze a lot of data and garner plenty of useful information. It can also be used to track social media engagement. Many of your potential customers may get to your site through Facebook or other social media sites.

In addition to Google Analytics there are other tools that you can use to analyze ROI. For example, BuzzSumo can analyze shared content to see how much your content is being shared on social media. You can also learn about key influencers for your particular industry. Additionally, you can see which content pages are your best performers and which are the worst so you can make easy adjustments to improve ROI.

Annie Ianko

Chief Content Officer

Annie has over 20 years of experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

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