Content Marketing Blog mint

Content Marketing Blog

Get A Handle On Your Content ROI

Everyone is now creating content. After all, content is king. You cannot rank highly in the search engines, attract the right visitors, or acquire true leads, conversions and sales without high quality, fresh and unique content. But where does your content budget go? And how do you evaluate the return on investment to ensure your content strategy is accurate?

Content Creation

Even if you are creating all copy in-house, content creation does bear a cost. Firstly, there is the time spent discussing what content to write, and then the copywriting and research all takes time too. For those who are outsourcing copywriting, there is an additional cost, although this can prove to be well-spent if copywriting is not your forte.

Content Publication

You may be publishing solely on your own blog or website, but that has cost you for design and build, as well as ongoing running costs, such as hosting, designers and developers. The content you publish there has to contribute to the return on that investment, by attracting qualified traffic and helping to achieve conversions or leads.

Content Marketing & Promotion

Once published, it is essential to market widely to reach the audience your content has been crafted for, and to achieve your objectives. Even free social media marketing is not, strictly, free. Someone has to run your social media profiles, engage with responses, track down the influencers and use their reach to extend your own.

You may be sending out email newsletters to deliver your content to your email list, or using ads in offline media such as magazines, radio or TV. You may be spending money on PPC (Pay Per Click) or sharing your content as advertorials and guest posts on high traffic sites. Courting journalists to get articles into the press can be a time-consuming task too, but can bring substantial rewards if you target your journalists well.

Content Analytics

Your content marketing strategy must also include monitoring, measurement and analytics, or else how will you know what works for your company? Even the most basic signals such as ReTweets, shares, likes or +1s can indicate whether your content is performing well, but gathering that data eats up time. You can set up a fully automated monitoring service, but that too comes at a cost.

Content Strategy

You must return to your strategy over and over again, not just once in a while. It is possible to throw your budget at creating content that simply does not work if you are not careful. So you should be regularly, if not constantly, assessing the value and return of all you do with your content.

Content ROI

By assigning a monetary value to each visitor action that results from content publication and marketing - be that signing up for a newsletter, making a purchase, spending a long time on your website reading your content, and so on - you can begin to see which content triggers the most valuable actions for you.

You may be pleasantly surprised about the results that this analysis reveals. Often, it can be an unexpected post on quite an offbeat topic that brings in the most visitor actions or attracts the most responses. It helps to be flexible with the content you create, rather than remain fixed to a rigid schedule and subject matter.

You may also find that the ROI appears from a tangent. Perhaps in a saving rather than a sale? For instance, if your leads are better informed by the time they reach the sales team and it takes fewer interactions to reach a sale, your team can then focus on customer acquisition in the spare time generated and become more productive.

Creating content is not as easy as simply putting pen to paper, or fingers to keyboard. However, a well thought-out and skilfully executed content strategy can bring dividends and pay back your investment manifold once you understand precisely how to assess the ROI for your business.

Not sure if your content strategy is the right one for you? Still wondering about your content ROI? Talk to us at MintCopy. Call 888-646-8003 or send us an email.   

Share


Recent Posts

Sheetal Pinto - 6/20/2024 06:00

Content Marketing Ideas You Can Use

In today's marketplace, sustainability is no longer just a buzzword—it's a business imperative. As eco-consciousness continues to rise among consumers, small and medium-sized companies recognize the value of integrating green initiatives into their operations and communications. Content marketing is a powerful tool to highlight these efforts, build brand trust, and engage with a growing demographic of environmentally aware customers. Here are some effective content strategies to help your brand shine in the eco-conscious landscape.   

Sheetal Pinto - 5/23/2024 06:00

But Play by the Rules and with a Clear Conscience

My last blog post was the first time I ever wrote about a deeply personal experience. It certainly was heartwarming and overwhelming to receive so many kind and encouraging messages from family, friends, co-workers, clients, and even some past students and interns. Thank you! Some business associates and clients also responded with feedback on my comments about the “AI-generated content elephant in the room”. Healthy discussions ensued and I want to clarify that I am not against AI-generated content. If your small or medium-sized business has time and budgetary limitations, and you cannot hire a content agency, professional copywriters, and SEO content writers, then AI tools may be the way to go. I’ve summarized the key questions clients are asking about this.

Sheetal Pinto - 5/14/2024 17:31

MintCopy’s Content Writers Are Ready to Power Up Your Game!

Hey there, wonderful readers!

It feels surreal to be back at my keyboard, tapping away after what seems like a lifetime. If you're wondering why I've been MIA, let me catch you up to speed. Towards the tail end of 2023, I found myself in a bit of a pickle, or rather, a crumpled mess of metal and broken dreams on the side of the road. Yep, yours truly was in a gnarly car accident that left me with more than just a dent in my bumper. I was in shock from an explosion that sounded like a small bomb going off, and 2000+ pounds of force hitting me like a bolt out of the blue.

Sheetal Pinto - 11/23/2023 06:00

Why Quality Content Still Is, and Will Always Be Important

Ever pondered the intricacies of Google's search process? In the blink of an eye, the algorithm serves you tailored answers to your queries. It's a seamless dance of technology and user intent. Google's mission is crystal clear: deliver precisely what users seek. At the heart of their business model lies the commitment to provide top-notch search results. As your copywriters craft content, steer away from rigid algorithmic formulas that are in a perpetual state of flux. Instead, dive deep into understanding user intent and champion the creation of content that resonates with quality, setting your brand apart in the ever-evolving digital landscape.

Sheetal Pinto - 11/2/2023 00:03

Let Your Local Retail Business Outshine Big Box Stores!

It’s a common misconception—bigger is better. As a local retailer, you know that isn’t true. With your personalized attention, carefully sourced, unique products, and a charmingly different brand experience, you can serve holiday shoppers far better than many big box stores. To do that, however, you have to start with drawing attention away from those mega retailers to your local business. Here's a 10-point checklist that will have you competing with those brand name stores and leaving a trail of tinsel envy.

Sheetal Pinto - 10/19/2023 14:03

Connecting with Your Audience

In today's fast-paced digital age, businesses often rely on automation and AI-generated content to reach their audience. While these tools have their merits, nothing can truly replace the authenticity and impact of content that speaks from the heart. The ability to forge genuine connections and elicit emotions from your audience is where the magic happens. Let me illustrate this with a recent experience.

Sheetal Pinto - 10/5/2023 06:00

10 Insightful Tips to Refine Your Content Strategy

Picture this: you're strolling down the street, leash in hand, with your furry friend by your side. As you navigate the sidewalks, you might be able to rediscover the art of content marketing – one step at a time. Yes, you read that right! There are uncanny similarities between dog walking and effective content marketing. Intrigued? Let's take a leash and dive into some pawsitively awesome tips, tricks, and techniques you can apply to your content strategy. As your friendly pooch does her ‘moonwalk’ and you prepare to ‘stoop and scoop’, you can soon declare, “We have liftoff!” Engage your audiences and achieve greater lead conversion with content marketing that works. Happy to share our top 10 tips—keep reading!

Sheetal Pinto - 9/21/2023 06:00

Include Your POV to Encourage Conversion

Imagine how differently we'd see Star Wars if it was told through the eyes of a stormtrooper trying to get his next promotion or through Chewbacca's point of view. The reader of a story interprets the tale through the perspective of the narrator. Choosing an engaging and valuable point of view (POV) is essential to the narrative. You may not think of your content as a novel or a movie, but you're still telling a story through your blogs, email newsletters, videos, and other forms of digital content. Offering a unique POV with your online content can help make your brand stand out.

Sheetal Pinto - 9/7/2023 06:00

SEO Strategy Tips from Presenters at CMW 2023

According to a LinkedIn report, professionals can expect their jobs to change by 65% by 2030 due to the implementation of Artificial Intelligence. AI tools are making their way into every industry, including SEO and content marketing. Don't fire your copywriters just yet though – you need them now more than ever before! Content Marketing World asked its presenters and experts to provide their best tips for 2023 to incorporate AI into your content strategy. Here's an overview.

Sheetal Pinto - 8/24/2023 06:00

Here's An Idea on How to Handle this Latest Change

Remember the football gag from the Peanuts cartoon? Charlie Brown goes to kick a football and Lucy pulls it out at the last minute, causing him to fall on the ground. There's a number of punchlines, but the bottom line was that he shouldn't have trusted Lucy. SEO is kind of like that. Just when you think you're winning the SEO game, Google changes the algorithm. You're knocked back down in the search rankings, wondering what happened. Recently, Google made an update that changes how some content is viewed in the rankings. Learn more about the latest update to the search engine algorithm that changes the way HowTo content is displayed in search results, to understand why it matters.