Friday, July 08, 2011

How to map the ROI on content marketing efforts?

A recent survey by Technorati rated the abandonment of blogs around 95%.   This high attrition rate of bloggers is reasoned due to the late return from blogs or hardly any results if the blogs are not followed and nurtured religious. Apart from blogging the content proliferation online and especially with the publishing power with the end user by the medium of publishing and distribution tools in everyone’s hands for free. A general shift is also seen in the advertising trend on the bigger and larger platform as companies now also spends money on their own branded content and not merely not rely upon advertising on third party properties like radio ads, TV commercials and banners.
 
But measuring the return of investment (ROI) on content itself is a very difficult task and its success cannot be judged by the return on investment in terms of monetary gain.  So, there are many means that help to measure it, starting it with the mailing list or an RSS subscriber, a user signup, a phone call, a sale or any number of user interactions. More, different proxies can be used to measuring up success in content marketing efforts, some of the most popular proxies common now a days to measure success of an online campaign are Facebook likes,  Retweets, LinkedIn, Reblogs, Links back, Comments, Time spent on page,  Average page views per visitor, Followers and mention.  Quality of leads, Retention period, Lifetime value per lead, Length of sales cycle and Number of new customers referred by lead are some of the most credible means to measure the ROI on content marketing efforts.   

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