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The Payoff of Content Marketing

November 25, 2015 7:21 am

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The Payoff of Content Marketing

payoffHow do you measure the payoff of content marketing?

Here are some suggestions from Kevin Jordan, a Certified Duct Tape Marketing Consultant, and co-author of the new book The Small Business Owner’s Guide to Local Lead Generation.

Kevin offers 10 ways to measure the payoff.  In the interest of your time and my space restrictions, I have selected the top three techniques for assessing the payoff of content marketing.

1.  The Key Content Marketing Payoff: Increased Website Traffic

Let’s start with the most obvious metric—traffic to your website. Regardless of what type of content you are producing (podcasts, videos, articles, books, etc.) it would be hard to call your effort an unqualified success if it didn’t result in an increase in traffic to your website.

In addition to simply seeing an increase in the number of visitors to your site, you should also see an improvement in other key metrics such as time on site, pages viewed per visit, and bounce rate (all of which you can see from a quick glance at your Google analytics dashboard). If you are simply seeing an increase in visits without an improvement in other areas, it might be a sign that the quality or relevance of your website content needs some work.

2. A Secondary Payoff: Increased Ranking For Target Keywords

Speaking of SEO, another key metric to determine the success of your content marketing efforts is how well your website ranks in search results for the keywords you’re targeting. This goes hand-in-hand with website traffic to a certain extent, but I mention it separately here because you’ll need to track it using different tools (such as Google webmaster tools or a wide variety of paid SEO tools).

If you don’t see improvement in this area, it might be a sign that you need to get better about producing keyword-rich content, or be a little more strategic about optimizing your content.

3. Another Payoff: Increased Domain Authority and Backlinks

If you don’t see improvement in this area, it might be a sign that you need to get better about producing keyword-rich content, or be a little more strategic about optimizing your content.

more payoffs…

Are you satisfied with the payoff from your content marketing?

If you like, you can schedule a free laser coaching session to discuss how to improve your content marketing.