Many people start with the content before establishing the value, but this ain’t the chicken and the egg. One of them definitely comes first. If you want to create high-value content that generates serious ROI for your company. Learn how to set clear expectations based off of business objectives to ensure no content efforts are wasted.
Here’s the podcast episode:
Or if you’d rather watch the video:
Today we’re going to talk about measuring the value of content. The reason why is because I know a lot of writers and content specialists who don’t understand the value of what they create.
I know a lot of marketing directors, marketing managers, CEOs, you name it, who don’t understand how to measure the value of content.
That’s what makes this such a critical topic. You cannot sell or buy something effectively if you don’t understand the value of it.
The Goal of Your Content
The value of content really depends on why you created it (or had it created) in the first place. Before you go buying or selling anything, you need to understand the goal of the content.
So whether you’re the content specialist or you’re the person looking for content, you need to understand the goal first.
Created for Different Purposes
A blog post is the simplest one. That’s where most companies start. A blog post that’s meant to generate search engine traffic is going to be written and perform differently than a post that’s meant to interest prospects on your mailing list.
Those are two different goals: generating interest from prospects on a mailing list and generating search engine traffic.
The timeframe on those two different goals is going to be huge. Seeing an increase in search engine traffic can take months. My awesome SEO guru friend Jason Firch on Linkedin says that it can take up to 8 months to see search engine traffic coming in.
This makes a lot of sense when you think about it. It also depends on the age of your website, the domain authority, and many other factors. When considering SEO, for a piece of content to do well, there’s a lot of things that have to happen. Time is a must.
So you have to wait months to really understand the impact of a piece of content. Search engines can have an almost instantaneous effect, or it can have a more delayed effect.
Generating interest from a highly engaged email list could generate more traffic to your site. However, you have to put in the work to build that highly engaged list!
Interpreting Your Content’s Success
Developing a Relationship
If you’re using an email marketing software, you’ll be able to see that people opened your email and clicked on it. If you’re sending an email, and you don’t have a CRM tracking or email marketing, you’re not going to be able to see these things. (Here’s the CRM and tracking software I use. <– Yes, that’s an affiliate link. I make a small commission if you choose to buy. But there’s the option to use the CRM for free too!)
But let’s say you’re using an email marketing software. So you’ll be able to see that they:
- Weren’t interested
- Don’t reach out to your sales team
- Don’t reach out to you
- fail to reply or take any action
Does that mean that piece of content failed? No, it means that it could be a step further in this buyer’s journey. You haven’t done anything wrong there.
If they clicked on it, that means the next time you send them something, they’ll probably click and open and go further. That blog post could start a conversation. They reply, and now you’re emailing back and forth, and you’re developing a relationship with this potential client.
That is critical. People don’t buy from people they don’t like. If they don’t like you, they’re definitely not going to buy from you. So sometimes a blog post is about starting a conversation.
That’s what content marketing is about. Content marketing is about starting those conversations and giving you the opportunity to help your customer understand who you are and what you do.
If you offer services, you don’t necessarily have a product. You need to build your credibility, not just in the industry that you’re in, but in the industries that you specialize in.
If you offer management consulting, you want to be seen as a forward-thinking company. Let’s say you decide that you prefer working with a particular industry of businesses, like technology.
You want to make sure that you’re present there, and talking about how the best technology companies can manage their people and move their businesses forward.
Creating Content That Helps With Outreach
You can create content that helps with outreach that improves your chances of success. So let’s say you write a blog post on a hot new trend in technology management. You’re able to use that blog post to reach out to podcast hosts who’ve talked about similar things.
They read this blog post, and get introduced to your company. They get to know a little bit about you. Now, they see that you have some value to add to their podcast, and they may interview you.
Maybe you get to guest blog or maybe feature in someone’s video on Youtube. You can use these pieces of content to reach out, and you should create content with that goal in mind.
The more personalized you can make your content, the more effective it’s going to be for the people who’ve read it.
Establish Goals, Then Make Content
What this entire episode is meant to say, is that content should be created with goals in mind. Establish the goals. Do not try to make your content fit the goal.
Establish the goals first, and then create the content. Working from that goal, the value, and the ROI of the content will be more apparent because you’re working from a starting line.
Work with the goal in mind if you want to be able to understand the value of your content, and generate ROI consistently from the efforts that you’re taking (or paying for).