Data Management: How to Use Data to Increase your ROI

Savvy marketers know better than to overlook the tremendous power that content has to attract customers and drive sales. The benefits of content marketing are virtually unparalleled– it’s an excellent way to position your brand as an authority and offer value to your audience.

If you’ve got any experience in content marketing, you know that return on investment (or ROI) serves as a crucial benchmark of your efforts’ success. Because ROI is directly tied to revenue, it’s one of the only means of accurately and meaningfully measuring a content marketing campaign’s success. It’s a measure that tells you how much revenue you gain from content marketing in relation to what you spent creating and distributing that marketing.

Measuring Data to Increase ROI

Reaching a point where ROI becomes a useful and accurate metric requires additional measurements, too. You’ll only be able to determine your content marketing ROI once you start tracking critical content marketing data and metrics. Once you’ve used that data and determined your ROI, it becomes easy to highlight opportunities for improvement and potential changes that should be made to your marketing approach.

Many content marketers find themselves struggling to determine which data they should track. A successful marketing campaign has so many shifting parts that it can be difficult to know what to scrutinize and what to glance over. Below, we’ve put together an outline of the tactics you should be leveraging if you want to increase your content marketing ROI.

Lead Scoring

Lead scoring is essentially what it sounds like– it’s a way to rank leads in order of their sales-readiness. Leads can be scored in a variety of ways, but most marketing teams elect to look at a combination of:

  • The interest they display in your business or products

  • Their position in the purchase funnel

  • Their fit in terms of your brand’s ideal audience

There’s no hard and fast rule concerning how you should score leads. Some brands assign points. Others rely on more fluid and vague rankings and opt for terms like “warm,” “hot,” or “cold.” As long as you select a scoring system that works for you, it really doesn’t matter how you choose to score leads. All that’s important is that you understand and adhere to your system.

You can lead score based on a wealth of consumer data. Most organizations look to demographic attributes and behavioral scoring like clicks and web visits. The lead scoring process will look different from brand to brand and team to team, but virtually always serves to benefit content marketing efforts.

Avoiding Vanity Metrics

Certain metrics may look impressive or important, but many fail to correlate to revenue in any meaningful way. For example, the number of Facebook fans your brand has will have virtually no bearing on your content marketing ROI. Avoid falling into the pitfall of obsessing over these “vanity metrics.” They waste valuable time and resources that could be channeled towards more meaningful data.

Opt to focus on engagement metrics instead. Examples of these include:

  • Repeat pageviews

  • Content shares

  • Conversion rate

  • Pages per session

Measuring SEO Success

If you’re engaging in successful content marketing, you should be relying on an SEO strategy and tracking data relevant to those efforts. There’s a wealth of insight to be gleaned from measuring your SEO success. Gauging SEO performance is an excellent way to determine opportunities to strengthen your efforts and boost ROI.

Keep an eye on the number of inbound links to your content around the web– the more, the better. Consider creating a regular schedule for assessing your content’s ranking for critical target keywords. Other generic metrics like bounce rate and click-through rate can also shed light on how successful (or otherwise) your efforts are proving.

The Benefits of Accurately-Managed Data

Taking active steps to measure the above data thoroughly and accurately presents a host of benefits to any business or individual. Accurately-managed data helps content marketers and creators serve relevant, quality content to their audience. It’s content like this that drives lead collection and retention and increases sales– and those factors lead to a boost in ROI.