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The value of content marketing measurement can be largely three-fold.
There are three main components to calculating this return in investment (ROI) from your content marketing.
The first component is looking at your initial investment in the content. This is not just from a financial or a monetary perspective, but investment in terms of time. How long has it taken you to create content for your content marketing mix? If the content is ultimately been unsuccessful, it's not just a case of the monetary input, but also the resource from a manpower and also from a time perspective that you've actually entered into creating that content.
Then there’s the performance of that content.
Looking around the engagement, the metrics, and essentially, how your audience has reacted to that content and determining whether it's worth the initial investment. Can you track back the performance of this content to result in any sales or new clients, or indeed, any new leads?
The immediate impact of your content may not be fully realized in the short-term, and there may be longer-term benefits to your content.
So, making sure that you're taking into account 6-month to 12-month impacts from an SEO perspective, or indeed, lead generation that needs to turn into lead nurturing before a close in terms of a sale or a new customer, and making sure that you're taking these considerations into full context. On your content marketing, it is important to consider the cost implications of your content creation.
So, have you invested in content creation and the ownership of that from a hundred percent perspective? Or did you have to license imagery or music? Or do you need to credit individuals along your content creation process? How much internal availability is there in terms of resource or skills for the creation of that content?
And what did you need to invest in in order to make sure that was deliverable for the business? Did you need to hire external support like an agency or a design consultancy to help you get content across the line? Also consider any additional external videographers, designers, or cooperatives that you've had to involve in the content creation process. And lastly, is your content compliant with regulatory bodies?
Is there a financial implication to making sure that your content is compliant? Industries like pharmaceuticals and alcohol have regulatory boards, and sometimes need to fund this. This needs to be part of your content marketing ROI considerations as well.
We're going to look at three metrics around assessing the content utility when looking at your content marketing return of investment.
Do the digging and deep dive into the statistics.
Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.
Creative Director at Teneo PSG Digital
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ABOUT THIS DIGITAL MARKETING MODULE
This module begins by introducing the fundamental principles of content marketing to enable you to align content effectively with the Buyer’s Journey. It explores the knowledge and skills required to plan and execute a content marketing strategy in a persona-oriented, data-driven way. It also covers content creation, content curation, and how to extend the value of content using scheduling tools and promotion methods. The module concludes by examining the key metrics and tools for measuring the performance of a content marketing strategy.
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