{"id":141738,"date":"2020-08-10T16:40:23","date_gmt":"2020-08-10T16:40:23","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=141738"},"modified":"2020-08-10T16:41:05","modified_gmt":"2020-08-10T16:41:05","slug":"seven-important-metrics-to-measure-content-marketing-roi","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2020\/08\/10\/seven-important-metrics-to-measure-content-marketing-roi\/","title":{"rendered":"Seven important metrics to measure content marketing ROI"},"content":{"rendered":"<div class=\"well\">\n<h3>30-second summary:<\/h3>\n<ul>\n<li>Content marketing is a tactic 91% of B2B companies use to generate more leads, build customer loyalty, create a subscriber base, and boost sales revenue.<\/li>\n<li>For most B2B marketers, this strategy helps them achieve top-of-funnel marketing goals.<\/li>\n<li>Let\u2019s face it, developing and distributing white papers, blog articles, videos, and other kinds of content costs time and money.<\/li>\n<li>Statistics show that only\u00a043% of B2B companies\u00a0measure content marketing ROI.<\/li>\n<li>A shocking 27% of B2B marketers\u00a0say they do not know how to measure ROI while\u00a021% feel the process\u00a0consumes too much of their time.<\/li>\n<li>This article takes you through a simplified yet super effective list of important metrics that your company can use to measure ROI and show you how they work.<\/li>\n<\/ul>\n<\/div>\n<p><span style=\"font-weight: 400;\">Whether you are conscious about it or not, content marketing is the first strategy that comes to mind any time you think of B2B digital marketing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It is popular among B2B companies. <\/span><a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2017\/09\/2018-b2b-research-final.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">91% of them<\/span><\/a><span style=\"font-weight: 400;\"> use it to generate more leads, build customer loyalty, create a subscriber base, and boost sales revenue.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For most B2B marketers, this strategy helps them achieve top-of-funnel marketing goals.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Content marketing is broad.\u00a0 It is a strategy that encompasses everything B2B companies do to attract and nurture leads. From white papers, email newsletters, videos, ebooks, webinars to stories, tweets, guides, and even case studies &#8211; the list goes on and on.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">See how content marketing spans all stages of a buyer&#8217;s journey in the image below:<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-141740\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/funnel-content-marketing-roi.png\" alt=\"Funnel content marketing roi\" width=\"855\" height=\"579\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/funnel-content-marketing-roi.png 855w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/funnel-content-marketing-roi-300x203.png 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/funnel-content-marketing-roi-768x520.png 768w\" sizes=\"auto, (max-width: 855px) 100vw, 855px\" \/><\/span><\/p>\n<p><em>Source: <a href=\"https:\/\/www.themarketingeye.com\/blog\/smart-content-marketing-funnel\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">The Marketing Eye<\/span><\/a><\/em><\/p>\n<p><span style=\"font-weight: 400;\">In a nutshell &#8211; it is a strategic way of marketing that involves creating and distributing valuable, consistent, and relevant content to a <a href=\"https:\/\/searchenginewatch.com\/2020\/07\/08\/how-audience-insights-can-improve-your-campaigns-bottom-line\/\" target=\"_blank\" rel=\"noopener noreferrer\">target audience<\/a>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Content marketing has a two-pronged goal:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">To attract and retain a well-defined audience and<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">To encourage customer actions that are profitable to the company.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Any company that uses this strategy invests a significant amount of money.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let&#8217;s face it &#8211; it costs time and money to develop and distribute white papers, blog articles, videos, and other kinds of content.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a matter of fact, about <\/span><a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2019\/10\/2020_B2B_Research_Final.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">82% of B2B companies<\/span><\/a><span style=\"font-weight: 400;\"> that used content marketing in 2019 had a budget for it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Since companies invest resources in content marketing, you would expect them to keep tabs of their return on investment (ROI).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But this is not the case.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Statistics show that only <\/span><a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2019\/10\/2020_B2B_Research_Final.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">43% of B2B companies<\/span><\/a><span style=\"font-weight: 400;\"> measure content marketing ROI.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The reason for this is simple &#8211; <\/span><a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2017\/09\/2018-b2b-research-final.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">27% of B2B marketers<\/span><\/a><span style=\"font-weight: 400;\"> say they do not know how to measure ROI while <\/span><a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2017\/09\/2018-b2b-research-final.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">21% feel the process <\/span><\/a><span style=\"font-weight: 400;\">consumes too much of their time.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, how can B2B companies measure content marketing ROI? What metrics can they use to determine whether their efforts are paying off?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this article, I&#8217;ll take you through important metrics that your company can use to measure ROI and show you how they work.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But before we do that, let&#8217;s take a quick look at what content marketing ROI is.<\/span><\/p>\n<h2><b>Defining content marketing ROI<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">In very basic terms, content marketing ROI is the revenue your company generates from content marketing activities compared to the amount it spends.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Expressed as a percentage, ROI is considered an important measure of marketing success since it is directly linked to revenue.\u00a0<\/span><\/p>\n<h2><b>Seven important metrics to measure content marketing ROI<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">To measure ROI, there are seven key metrics you need to monitor. These are:\u00a0<\/span><\/p>\n<h3><b>1. Web traffic<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">This is a volume metric that is the easiest to measure.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It involves looking at the flow of traffic on every page of your website. Monitoring web traffic enables you to know which content is popular among your audience. The easiest way to measure this metric is through the use of analytics software.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google Analytics is preferred by most people, but you can explore other options. In measuring web traffic, analytics software provides data that enables you to evaluate varying traffic aspects. These include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Overall web traffic<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Source of traffic (communication channels)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Views per page<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Average time spent on page<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Referral traffic<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Popular landing pages\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Unique sessions<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">This information is invaluable when it comes to making content promotion decisions. For instance, if your site&#8217;s overall traffic is low, it means you need to focus more on promoting your content.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To effectively do this, use the source of traffic data to identify communication channels that drive the highest traffic to the site. Use those channels in future content promotion campaigns.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While web traffic can show you how successful your content marketing efforts are, it has its own limitations. For instance, traffic to your site can fluctuate because of variables like changes in SEO trends, site updates, promotional offers, and holidays.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<h3><b>2. Qualified leads<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The main reason B2B companies engage in content marketing is to <\/span><a href=\"https:\/\/www.unboundb2b.com\/blog\/sales\/techniques-to-generate-b2b-sales-leads\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">generate more leads<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The success of content marketing efforts can, therefore, be determined by looking at the number of qualified leads generated.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But, why measure leads? Am glad you asked.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Remember the content marketing goal we discussed earlier?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">B2B companies engage in <\/span><a href=\"https:\/\/shanebarker.com\/blog\/b2b-content-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">content marketing<\/span><\/a><span style=\"font-weight: 400;\"> to attract and retain prospects. After that, they encourage those leads to take actions that result in sales.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The sole purpose of measuring leads is to answer two key questions &#8211; are we attracting prospects? And, are those prospects likely to buy from us?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When you craft your content marketing strategy around lead generation, you can generate <\/span><a href=\"https:\/\/contentmarketinginstitute.com\/2017\/10\/stats-invest-content-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">three times more leads at 60% less cost<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When measuring ROI, your focus should be on qualified leads. These are prospects that show interest in making a purchase.\u00a0\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, how do you measure qualified leads?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are three main ways to do this:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Keep taps of call-to-action (CTAs). For instance, looking at the number of white paper request forms completed\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Track the number of content downloads<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Look at the purchases completed<\/span><\/li>\n<\/ul>\n<h3><b>3. Sales volume<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Once your content marketing efforts <\/span><span style=\"font-weight: 400;\">generate more leads<\/span><span style=\"font-weight: 400;\">, the next thing you need to measure is sales.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The sales volume metric is at the heart of your content marketing goal because ultimately, you want to turn your prospects into customers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you have your leads captured, nurture them by sharing the right content. In the end, you should have some of them make a purchase.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You will definitely need to<\/span><a href=\"https:\/\/systeme.io\/resources\/21-sales-page-examples\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\"> optimize the sales pages<\/span><\/a><span style=\"font-weight: 400;\"> on your site to drive conversions if you own an ecommerce site.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, how do you measure ROI using the sales volume metric?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You need to look at several sales aspects of your analytics software to do this successfully. These include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Page Value:<\/span> <span style=\"font-weight: 400;\">\u00a0This is sales performance data that shows which pages on your website contribute the highest revenue<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Transactions: <\/span><span style=\"font-weight: 400;\">This is the number of purchases that are completed at any given time.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Conversion rates:<\/span><span style=\"font-weight: 400;\"> This shows the percentage of website visitors that actually make a purchase<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Time to Purchase: <\/span><span style=\"font-weight: 400;\">This shows you how many days visitors take to complete a purchase<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">If you own an ecommerce site, you can easily get this data on each of these aspects by enabling ecommerce on your Google Analytics. This way, you can tell how much sales revenue is generated directly from your site at any given time.<\/span><\/p>\n<h3><b>4. Click-through-rate (CTR)<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">If you are driving traffic to your content pages, you expect your visitors to take action.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can tell whether they are doing this or not by tracking your click-through-rates (CTR). The CTR metric shows you the number of visitors who click on specific links out of all those who visited your website, advert, or email.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can use CTR to measure ROI for advertising campaigns that you run on emails, social media, or websites.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Calculating CTR is pretty easy, let&#8217;s look at an example.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you are running an online advert on Facebook and you establish that 5,000 saw it, but only 500 clicked it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">CTR = 5,000 \/ 500 = 10<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can say your CTR is 10%.\u00a0<\/span><\/p>\n<h3><b>5. Social media shares<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Want to know whether the content you are creating and distributing is of high quality?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Check whether it is attracting social shares.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Social media has become a major communication platform for both companies and customers. <\/span><span style=\"font-weight: 400;\">Measuring social shares gives you an idea of which content resonates well with your target audience.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To measure social media engagement, you can track:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Likes<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Comments<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Content shares<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Views for video campaigns<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Increase in followers<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Interestingly, each of these social media elements has its place.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Content shares expose your brand and content more to your audience. Likes and followers show you how popular your content is. Comments tell you how well your audience is interacting with the content<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Are people sharing your content on social media? See what motivates social shares in the image below.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-141741\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/why-people-share-content-content-marketing-roi.png\" alt=\"Why people share content content marketing ROI\" width=\"600\" height=\"435\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/why-people-share-content-content-marketing-roi.png 600w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/why-people-share-content-content-marketing-roi-300x218.png 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/p>\n<p><em>Source: <\/em><a href=\"https:\/\/marketingdesks.com\/brand-social-media-success\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\"><em>Marketingdesks<\/em><\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Social media engagement is easy to measure &#8211; most platforms come with inbuilt analytic systems. For instance, Instagram and Facebook use the Business Manager system to generate analytics for users.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Even so, there are other options out there that can help you generate detailed analytics for your content marketing campaigns.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, BuzzSumo can help you find articles and topics that get shared more on social media platforms. Leverage this information to boost your content for more shares.<\/span><\/p>\n<h3><b>6. Search engine optimization (SEO)<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">This is certainly the most important measure of content marketing success &#8211; but it&#8217;s not that easy to nail.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you decide to measure ROI using SEO &#8211; the first thing you&#8217;ll need to do is conduct a technical audit on your site. This will show you which keywords are already being ranked and others that will be great to rank.\u00a0<\/span><\/p>\n<h4>There are three key aspects you need to pay attention to when measuring ROI with SEO:<\/h4>\n<p>1. Site authority<\/p>\n<p><span style=\"font-weight: 400;\">This involves looking at improvements in your site&#8217;s domain authority. Some pointers to this could be:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Increments in the time that people spend on your site<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">People linking back to your site\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Improved page scores\u00a0<\/span><\/li>\n<\/ul>\n<p>2. Keyword ranking<\/p>\n<p><span style=\"font-weight: 400;\">This requires you to look at your site&#8217;s keyword performance. Ideally, your content marketing efforts should convert on certain keywords, long-tail phrases, and brand keywords for your SEO performance to improve.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The best way to target keywords for your site is to find a tool that gives insights on keyword data like volume, CPC, and clicks. There is a host of free tools to choose from including:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Google Trends<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Search Console\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Google Keyword Planner<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">You can also use paid tools like SEMrush and Ahrefs to boost your efforts.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p>3. Backlinks<\/p>\n<p><span style=\"font-weight: 400;\">These are a huge deal in SEO tracking because they help you stamp authority in your industry. Though they may not generate conversions for you, it pays off to find out which inbound links are connecting to your content.\u00a0<\/span><\/p>\n<h3><b>7. Onsite engagement<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">To succeed in content marketing, you need to keep your audience engaged.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This metric enables you to measure engagement by transcending web traffic and beginning to look at how your visitors are interacting with your content.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are two aspects that you can use to track onsite engagement &#8211; bounce rate and time on page.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The bounce rate shows how long your visitors stay on your site or how often they come back to it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A low bounce rate is good &#8211; it means people are taking time to explore your site and are even returning to it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It also tells you that your content strategy is working. With this kind of bounce rate, you should be able to <\/span><span style=\"font-weight: 400;\">generate more leads<\/span><span style=\"font-weight: 400;\"> and ultimately, sales from the content you produce.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For &#8220;Time on Page&#8221;, the focus is on the duration visitors spend on specific pages. It allows you to identify pages that are not generating the attention you wanted and improve them.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The easiest way to track onsite engagements is to pay attention to engagement data that your analytics software generates. On Google Analytics, you will find this data on the &#8216;Audience Overview&#8217; section. <\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<h2><b>Final thoughts<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The only way to know how profitable and effective your content marketing efforts truly are is measuring ROI.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Though your marketing campaigns may be generating high web traffic, it does not necessarily mean they are generating revenue. You need to look beyond the traffic and evaluate metrics like on-page engagements, quality of leads, and sales to know whether the campaigns are effective.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are many other metrics you can look at. But, the seven metrics discussed above are most important when you want to know how well your campaigns are generating revenue for your company.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><em>Sumeet Anand is a Digital Marketing Expert, who specializes in SEO, social media marketing, and content marketing. You can find him on\u00a0Twitter<a href=\"https:\/\/twitter.com\/Sumeetanand143\" target=\"_blank\" rel=\"noopener noreferrer\">\u00a0@Sumeetanand143<\/a>\u00a0or connect with him on\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/sumeet-anand\/\">LinkedIn<\/a>.<\/em><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>ROI is an effective way of determining marketing success, but B2B marketers aren&#8217;t crazy about it. What metrics can they use to measure content marketing returns?<\/p>\n","protected":false},"author":1092,"featured_media":141742,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[75,118,99,30,37,89,102,96],"content_type":[],"class_list":["post-141738","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content","tag-content-2","tag-content-marketing","tag-ctr","tag-ecommerce","tag-google","tag-google-analytics","tag-roi","tag-social-media"],"acf":{"tad_independentcommercial":false,"tad_content_format":false},"post_info":{"name":"idris.nagri@blenheimchalcot.com idris.nagri@blenheimchalcot.com","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/Seven-important-metrics-to-measure-content-marketing-ROI.png","category":"Content","timeago":"5y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/141738","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/1092"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=141738"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/141738\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/141742"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=141738"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=141738"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=141738"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=141738"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}