CALCULATING CONTENT MARKETING ROI: A DEEP DIVE INTO CONTENT PERFORMANCE
Content marketing is as vital for the small business as it is potentially confusing.
Content marketing is as vital for the small business as it is potentially confusing. With such a wealth of content types to choose from, deciding on a plan of attack can feel like a full-time job and in many cases, it is.
According to data furnished by Content Marketing Institute, 88 percent of organisations engage in some kind of content marketing. That's a pretty compelling call to action, but it also tells us something else: The market is saturated. So the question is which kinds of content are worth your time?
Here is an overview of potential answers to that question by breaking down the major content types and what they have to offer.
Blog Posts
Blog posts have been around pretty much as long as the internet. But don't let that fool you; blog posts are a venerable content marketing technique and still have a lot to offer the emerging business. If your company doesn't have a blog yet, it's time to build one.
Already have a blog? Excellent. Your next goal is deciding what you want your blog to accomplish. Because blog posts occupy the top layer of the content marketing funnel, they're designed first and foremost to drive traffic and build brand awareness. For small businesses that occupy either a very specific niche or an overcrowded market, blogs are particularly important. You're up against an array of other companies competing for a limited amount of business, so your first impression is everything.
For an example of this, take a look at the blog of Quincy Compressor, who have turned their blog into a knowledge resource. The appearance (or lack thereof) of both knowledgeability and candor can make or break a business like this one, and a blog goes a long way toward creating that impression.
Now, a point of caution: It can be tempting to get mired in so-called "vanity metrics." Moz suggests that for smaller websites, 30 individual sessions in a day could be as much as 70 percent spam referral. Not good!
So to combat some of that false hope, turn instead to more meaningful metrics, such as bounce rate and returning visitors. When the average web visitor stays on a particular page an average of just 15 seconds, you want to know who's sticking around and who's coming back on subsequent days.
Infographics
Most of the content is text-based, which makes infographics stand out in a big way. Because of their highly viral and visual nature, infographics can be a huge linkable asset for companies. Companies that publish infographics enjoy an average of about 12 percent more growth than those that do not. But turning a piece of visual content into a resource that generates clicks and links all on its own is really difficult. So what's to be done?
First, return to the idea of storytelling. It's really easy to build an infographic that has facts, figures, and pie charts. But that's not compelling in and of itself. Your job is to build a story around that data.
But perhaps more than any of the other content here, infographics also require a considerable amount of follow-through. You're going to want to build a scalable and repeatable workflow for pitching your infographic to journalists who walk the same beats you do. Keep track of these new contacts in a spreadsheet and remember to follow up after a polite interval.
White Papers
You can think of white papers as adult-sized research papers, not unlike what you might've written back in your school years. White papers take a complex subject and present it in a well-researched, well-organised document.
To put it simply, white papers are a gamble. They take more time, effort and know-how than blog posts, but the tradeoff is that they can allow you to reach a more specific audience, and they have the potential to generate more meaningful leads than a one-size-fits-all blog post.
So the question is how much time you're willing to invest. According to Scoop, it's a breakdown, producing just three white papers translates into a total cost of 360 hours, whereas with just 124 additional hours, you could produce about 120 blog posts instead.
If you're interested in getting started with white papers, here's some advice: Don't be afraid to pillage your existing body of work. You can repurpose older, evergreen blog posts and expand them into more comprehensive studies, for example.
Ebooks
Finally, take a look at ebooks. Think of them like a grown-up version of the white paper. Something that sets ebooks apart from short-form content like blog posts is that they're typically located behind either a paywall or some other kind of gate. Even if you don't want to ask for money, you can request contact information, or a follow on social media. As a result, ebooks can be a great way to measure serious interest in your product.
It should be said that ebooks are among the costliest types of content to produce, second only, perhaps, to the infographic. But, like white papers, if you already have a company blog, you already have a wealth of inspiration to draw on to build your first ebook. And as a way of educating your prospective customers about your product or service, ebooks are second to none.
Conclusion
The thing to remember about content marketing is that you get out of it whatever you put in. Your investment of time, attention, and effort are directly proportional to your eventual success. If you come away with just one piece of advice, make it this one: Your goal should be to produce content that exudes passion and creativity in equal measure.
Have you ever wondered why some brands manage to hold a special place in our hearts and minds over time? It's not just about the quality of their products or services, but how they connect with us
Remember, the key to email marketing success lies in understanding and adapting to the needs of your audience. Let's continue pushing the boundaries of what we can achieve with email marketing, ensuring every campaign is more successful than the last.
Artificial Intelligence (AI) is stepping into the spotlight, offering tools that understand, analyze, and predict customer behaviors and preferences.
As we navigate the complexities of social media algorithms and user behaviors, remember that your audience seeks connections that feel personal and genuine. By focusing on creating content that engages, responds, and resonates, you're building a community
Local SEO is essential for service area businesses (SABs) that operate in specific regions without a traditional brick-and-mortar location.
This guide will walk you through the foundational steps of optimizing your online presence, from setting up a robust Google My Business profile to leveraging the persuasive power of customer reviews.
Throughout this guide, we've explored how startups can use digital marketing to not only compete but excel, without the need for large budgets. From the targeted precision of email marketing to the expansive reach of social media, these tools provide a foundation for robust online engagement. Google's suite of tools enhances visibility and insights, while content marketing establishes your brand's authority and connects deeply with your audience.
In the fast-paced world of customer service, AI-powered chatbots are making significant strides, enhancing the way businesses interact with their customers. These tools are reshaping customer engagement, offering solutions that are immediate and increasingly personalized. Yet, one might wonder, can a machine truly understand and adapt to the diverse needs of customers?
This guide explores sustainable content strategies that are feasible and fruitful. We'll show how a deep understanding of your audience can transform your content creation approach, and why publishing less frequently can sometimes be more effective.
The dynamic nature of social media demands continuous adaptation and feedback. As cultures evolve, our strategies for engagement must also adapt. This approach enhances brand visibility and builds lasting relationships with audiences around the world.
Why Choose Flat Rate Digital Marketing? Businesses often face two common challenges when it comes to marketing: limited budgets and unreliable outsourcing. Our service solves both.
Have you ever wondered how the simple act of speaking to a device could fill your shopping cart? Voice-activated shopping is a rapidly growing trend that's reshaping how we buy. With 27.4% of consumers already using intelligent assistants for their purchases, it's clear that this technology is establishing a significant presence.
This article explores the essential strategies for building and nurturing an online community that aligns with your brand’s values and business goals. How do you identify the right audience, and what platforms best host your budding community? These questions are pivotal as we explore the art of community engagement.
Let's continue to push the boundaries of creativity and innovation, ensuring our visual narratives are as compelling as they are effective. Remember, every image tells a story; ensure yours is unforgettable.
This guide will walk you through the essentials of creating content that speaks to your local audience and boosts your visibility online through Local SEO.
This guide explores practical strategies for safeguarding and enhancing your brand's reputation, ensuring it remains resilient against the ever-changing digital backdrop. What role does social media play in shaping how potential clients see you, and how can you turn sustainability into a compelling narrative for your audience?
Have you ever wondered why we often check online reviews before buying a product or choosing a restaurant? This behaviour is rooted in the concept of social proof, a psychological phenomenon where people assume the actions of others reflect correct behaviour for a given situation. In digital marketing, harnessing this powerful tool can significantly enhance your brand's credibility and influence consumer decisions. But how exactly can you leverage social proof to meet and exceed your marketing goals?
Are you tired of juggling content creation, strategy execution, and conversion optimization while trying to run your business? Well, it’s time to put an end to that struggle. Introducing AI-Marketing Pro—the ultimate solution for businesses that want to streamline their marketing and focus on growth.
Setting up a robust social listening framework involves tracking mentions and hashtags, understanding the sentiment behind each interaction, and using this knowledge to make informed decisions. This guide will walk you through the nuances of selecting the right tools, analyzing data for actionable insights, and ultimately enhancing your marketing strategies to better align with consumer expectations.
In competitive professional services, distinguishing your brand can feel like navigating a complex maze. How do you ensure your message reaches the right audience and resonates deeply with them?
DIGINEWS BLOG
Have you ever wondered why some brands manage to hold a special place in our hearts and minds over time? It's not just about the quality of their products or services, but how they connect with us
Remember, the key to email marketing success lies in understanding and adapting to the needs of your audience. Let's continue pushing the boundaries of what we can achieve with email marketing, ensuring every campaign is more successful than the last.
Artificial Intelligence (AI) is stepping into the spotlight, offering tools that understand, analyze, and predict customer behaviors and preferences.
As we navigate the complexities of social media algorithms and user behaviors, remember that your audience seeks connections that feel personal and genuine. By focusing on creating content that engages, responds, and resonates, you're building a community
Local SEO is essential for service area businesses (SABs) that operate in specific regions without a traditional brick-and-mortar location.
This guide will walk you through the foundational steps of optimizing your online presence, from setting up a robust Google My Business profile to leveraging the persuasive power of customer reviews.
Throughout this guide, we've explored how startups can use digital marketing to not only compete but excel, without the need for large budgets. From the targeted precision of email marketing to the expansive reach of social media, these tools provide a foundation for robust online engagement. Google's suite of tools enhances visibility and insights, while content marketing establishes your brand's authority and connects deeply with your audience.
In the fast-paced world of customer service, AI-powered chatbots are making significant strides, enhancing the way businesses interact with their customers. These tools are reshaping customer engagement, offering solutions that are immediate and increasingly personalized. Yet, one might wonder, can a machine truly understand and adapt to the diverse needs of customers?
YOUR DIGITAL PARTNER.
Join the Community of Thriving Small Businesses
We’ve helped countless small businesses amplify their online presence, drive more traffic, and boost sales. Ready to join them? Whether you're tech-savvy or tech-shy, we've got a solution that's just right for you.
Start Your Journey Today 🌟
Discover how Your Digital Agency can transform your business. Sign up for a free consultation or explore our platform with a free trial. Let’s make your business the next big thing!
BE SEEN.
BE HEARD.
BE LOVED.
Serving Locations
Australia
USA
Canada
Your Digital Agency 2006 - 2025
Registered Trademark (TM)
Celebrating 18+ Years of Digital Marketing Excellence.