Have you done an analysis on your content to find the ROI (Return on Investment) you earn on each post or article? If not, you could be missing out on important ways to measure the effectiveness of your content, while also leaving profits on the table.
What do we mean? By not measuring the ROI of the content you publish, you have no way of knowing which content gets the most traffic, or what specific content is the best earner. On the other side, you may be paying for expensive content that’s not earning you enough traffic to earn enough ROI. Your content may be garnering only negative traction and low or no earnings, which makes those articles a poor investment.
Investing in Content: Readers’ Perception
So, how much should you invest in content creation? That’s a hard question. If you’re a boot-strapping blogger, you may be creating all your own content. If, on the other hand, you’re paying for content, then you may have to stick to a budget, with only a certain amount earmarked for content creation. You may have all the money in the world and can spend what you’d like for a premier article.
When it comes to quality, aim for being better than your competitors’, but avoid creating content that’s “epic.” The issue here is the reader’s perception. If your content’s better than your competitors’ and readers perceive this fact, then you’re already winning. You have positive traffic and earnings from the content.
On the other hand, if you create the best content money can buy, or you improve and update articles that are already the best, then readers may have a hard time discerning that this “already great content” is even better.
The problem is that readers may already acknowledge your content is the best, so updating or creating the best content money can buy doesn’t improve ROI; in fact, it could create negative ROI. This is due to the time, expense, and effort involved in making the best content even better. Readers won’t see it, so this endeavor ends up being a waste of money and time>negative ROI.
If your content’s already the best, put some thought and consideration into whether updating/improving will be helpful. On the other hand, if a little effort could make your articles better than your competitors’, then go ahead. But make sure that the time, effort and expense don’t create a negative ROI effect.
Target Your Audience
Back when first creating your site, you had to go through an exercise to determine who you’d be writing for. This is your target audience. Each piece of content added to your site must appeal to your target audience, or it’s a waste of time, effort, and expense. It’s also a waste of valuable site space (here, think real estate); in other words, you could fill the space with more valuable content.
To make your posts more targeted to the desired audience, do some long-tail keyword research. Look for phrases that have low competition but are directly targeted to your audience. This is key.
If you have an established site, you can poll site visitors about topics they’re interested in. Don’t be afraid to ask them about some issues and problems they may have. This information could provide a gold mine for content creation; when you solve someone’s pain point (problem/issue), they’ll be ready to come back for more help and insights.
Focus on Promotion Platforms
Many site owners make the huge mistake of promoting their posts and other content on as many platforms as they can; some people literally promote everywhere. This is a problem, because some of those platforms may not be worth your time and effort when it comes to earning ROI on content.
For one thing, many site owners try to use the same piece of content in the same way across all social platforms. This doesn’t work. Each platform draws in specific types of users who use the platform in very specific ways. If you don’t gear content to the platform, then you’re losing precious time and valuable site visitors.
When it comes to choosing social platforms for promotion, do some research to find where the most visitors are coming from. Choose a timeframe for the research that fits your site—it could be a week’s research will work for one site, while it may take as long as a month to pin down the numbers. Compare the number of site visits to sales, for instance. Does the article earn anything from the number of visitors? If the number is low, then you may need to consider updating or improving the content a little bit. Remember, the goal is just to make it obviously better than the competitors’ content.
Email Marketing is Still Important
There’s a misperception that email’s no longer important. Who emails anymore? Everyone is too busy texting through their social media apps! However, email still works, so don’t forget to do your email marketing!
Your site should have a place for subscribers to sign up for emails, which may include notifications when new content’s been added, sales and discounts for ecommerce sites, etc. If your site doesn’t have an email subscription available for readers, you’re leaving earnings on the table.
Consider including email marketing into your sales funnel. Build an email list that includes your current audience and allows new readers to subscribe. Don’t forget to send out regular newsletters, which are usually most effective when done on a time basis that works for you. This could be weekly, monthly, bi-annually, etc. You’ll see a return on investment for content and additional earnings from sales, clicked ads, etc.
We hope these methods will help you to learn how much you’re making from each article, how to choose which social platforms are the most effective, and how to reach out to your readers and site visitors. This is a bit of a tune-up for your site, but all the time and effort will be worth it in the long run!
Here’s to increasing your ROI on site content!
Liam is a website designer and digital marketer based in Leeds, West Yorkshire. He spent a decade working within the charity sector before moving into the marketing space a number of years ago. Liam always strives to do something slightly different with every project and always designs to deliver results, not just pretty websites.