How to Calculate ROI in Content Marketing Beyond Vanity Metrics

[shaownhasan]

How Much Profit Does Your Content Make? You Can Calculate It
Anyone who has tried to measure the performance of web content will surely agree with the statement that:

Traditional Google Analytics content metrics don't help us understand the monetary impact of articles.

We are having some difficulty with which metrics to adopt to connect content uses of physician database performance to commercial performance.

It is very difficult to understand if your visitors are satisfied with what you write. How to measure it?

What I would like to explain in this article is how to try to measure the commercial impact of content, that is, give a monetary value to content.

It is of little use to measure bounce rate, session duration and other similar metrics. It is of little use because it is not possible to relate them to how much the content actually contributes to the generation of new business leads.

The impact of a content
The first thing to consider when measuring content is to make sure that the measurement effectively reflects a business objective , i.e. that it has an impact on the business. The thing that leaves me most confused when I see some analytics accounts is that commercial objectives are measured in terms of CTR, leads, conversions, while editorial (content-related) objectives are based on the usual metrics such as:

Impressions and views

Pages viewed

Bounce rate

Session duration

In other words, if you really want to understand the contribution that your content is capable of making to the company, to measure the success (or failure) of a campaign, you must apply exclusively metrics such as goal generation and conversion rate .

In this article, we will see how to build a system that allows you to connect content marketing with generated leads.