Andy Preisler says, “It’s tough to measure the ROI of your content.

Sometimes, you’re not certain where a customer come from; other times, a customer visited your blog or social media page months ago and has just now come back to make a purchase.

What you can measure for certain, however, is traffic and on-site conversions from that traffic, whether that conversion is a subscription to an email, is taking advantage of a free trial or is making an actual purchase. If you are getting these things in increasing numbers, then your ROI is looking pretty good.

Unfortunately, many businesses are not measuring their traffic—or are not doing it correctly. And if they are and are then disappointed in the results from their content, their option is usually to drop inbound content campaigns and focus only on outbound marketing“.

Increasing Content Marketing ROI: 14 Innovative Strategies

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