{"id":5649,"date":"2019-01-11T14:25:14","date_gmt":"2019-01-11T19:25:14","guid":{"rendered":"https:\/\/contentwriters.com\/blog\/?p=5649"},"modified":"2021-12-13T15:53:03","modified_gmt":"2021-12-13T20:53:03","slug":"measuring-impact-blog-posts-2019","status":"publish","type":"post","link":"https:\/\/contentwriters.com\/blog\/measuring-impact-blog-posts-2019\/","title":{"rendered":"Content Marketing ROI: Measuring the Impact of Your Blog Posts in 2019"},"content":{"rendered":"\n

When the concept for measuring content marketing<\/a> ROI was relatively new, I suggested to a colleague that we publish a blog post to promote a new product our tech company was releasing.<\/p>\n\n\n\n

\u201cWe can\u2019t just keep throwing things at the wall to see what sticks,\u201d he said.<\/p>\n\n\n\n

I had to hide my bafflement. That\u2019s just how marketing works, I thought.<\/p>\n\n\n\n

Since then, the field of marketing analytics has burgeoned. (I still maintain, however, that content marketing is not entirely science. It is part art. No one has an exact formula for virality<\/a>. And, while we are free to make our best guesses, very few people actually know<\/em> how Google ranks its results).<\/p>\n\n\n\n

Even if you start out with the wall-sticking method, you can hone your efforts by using the metrics below.  Analyze these numbers and apply the Pareto principle<\/a>, which says that 80 percent of your results come from 20 percent of your efforts\u2014figure out what your 20 percent is and focus on what\u2019s working.  <\/p>\n\n\n\n

Identify your goal to calculate your blog content marketing ROI<\/h2>\n\n\n\n

To measure return on investment (ROI), you must first to identify \u2018R.\u2019 What, in other words, is your goal? Do you want blog readers to make a purchase through your website? Download a white paper? Navigate to the \u2018contact us\u2019 page?<\/p>\n\n\n\n

As you analyze the metrics measured below, always keep in mind this one. Look for any revealing correlations.<\/p>\n\n\n\n

If you aren\u2019t converting visitors immediately, your content may still be producing positive results. You may be creating strong brand recognition, which is extremely valuable, if difficult to measure with precision. This is especially true for business-to-business (B2B) marketing, which must account for a long buying cycle<\/a>. More specific, low-level goals are helpful in such cases.<\/p>\n\n\n\n

Pageviews per Session and Visit Path<\/h2>\n\n\n\n

Pageviews per session and the page-paths of visitors (both of which can be viewed and visualized in Google Analytics) are exponentially more important than outright pageviews. They go a long way toward indicating the quality of the traffic to your website and are likely to correlate highly with ROI.<\/p>\n\n\n\n