How to measure your content's RoI

WHY: Is marketing required? Yes, to make people aware that your business exists and hence they can use your products/services/solutions to meet their needs. If marketing is the lock, content is your key. Marketing's success depends on the type of content (quality/format) you are creating.

Measuring your content's ROI can help you make informed business decisions about the quality and type of content you should create that works, how much you should pay to create and promote that content. Here is how you can go about measuring your content's ROI:

1. You must have already created content and be running campaigns. Start by tracking your content's amplification (how far and wide it has spread) first by tracking impressions, likes, comments and shares

2. Compare the data with the users who took an action (clicked and signed up/submitted enquiry or resume/made a purchase)

3. Create and track performance by:

• customized URL tracking using Hootsuite/G-Analytics/Adobe-Analytics etc.
• pixel tracking provided by respective media?channel/platform

4. Calculate how much the content creation (copy, design) costed. Then use a CPM calculator provided by the platform to estimate the cost to achieve your target impressions/reach. Use that number as benchmark and track your organic?campaign's performance. For example,

• Say your cost for content creation is $100/week
• if the platform specific (GDN/LinkedIn/Twitter/...) Ad Calculator says cost per impression is $0.50
• and if your posts are generating average of 1000 impressions per week,

Your content is then worth $500 (CPM * Impressions) for which you're paying only $100

6. Going beyond return on impression/reach (which is pure branding), let's calculate average value out of each unique impression (revenue impact). Using the same example, content costs $400 a month ($100/week). Using custom URLs, track how many users go from impressions to make a purchase.

• if the monthly?purchase generates $1000 in sales,
• if 3% of users reading posts make a purchase, and
• if average online order is $15, then the worth of each content impression is

0.03 x $15 = $0.45 (Conversion Rate * Average Order Value).

You've spent $400 for generating 4000 impressions in a month, it's costing you ten cents ($0.10), and that's?far?less than what you are getting ($0.45). Its a great value content.?

Needless to say, the numbers taken above are taken to explain the concepts and are not actual of any campaign.

Hope this helps!