Today, content plays a key role in real estate marketing strategies across Australia. But how do you measure and ultimately prove the effectiveness of the time, money and energy spent on content marketing? It’s a question many businesses (and marketers) can struggle with.
To properly measure content marketing ROI, you need to produce a content strategy then measure it against SMART (specific, measurable agreed upon, realistic, time based) goals. Once you have established appropriate goals relevant to the audience your content is targeting, you can use the following metrics to measure their effectiveness.
1. Sharing and Engagement
Most marketers rely on these basic metrics to measure their success, i.e. how many times people are sharing content through channels like Facebook, LinkedIn and Instagram. When you have plenty of shares, likes and comments, it’s a good indication your content is relevant and valued by your audience.
But these basic metrics alone don’t provide enough detail or insight into engagement levels. Luckily there are tools available that further analyse engagement levels and shed insight into how well your content is performing on social media channels.
Some of these include:
– Klout, and
– Sprout Social
According to a study by SiriusDecisions, between 60 and 70 per cent of content generated goes unused. This makes it crucial to keep track of how your content is being consumed. How long do visitors spend viewing your content (time-on-site) and how quickly are they leaving the page (bounce rate)?
This information, along with other handy usage metrics, can be effortlessly acquired from Google Analytics. With this data, you can determine what types of content are performing the best and adjust your content strategy accordingly. For example, a high number of unique visitors and a low bounce rate means your audience is getting what they want and you should continue creating similar content.
3. Lead Generation and Sales
What really matters when determining content marketing ROI is how many leads and conversions your content is generating. For example, you could look at how many people go to the lead form on your website after consuming your content or click-through rates (CTR) for your calls to action. Some sales metrics to consider include conversion rate (sending content to leads should build trust and eventuate to sales) and sales cycle length (effective content should reduce the average length of a sales cycle).
Whenever a lead is converted to a client, find out how much revenue was earned and note the kind of content they consumed on their journey. These metrics can be used to better understand what kind of content is valued by your target audience and provides the best returns for your agency.