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December 8, 2017 (Updated: February 28, 2020)
The internet offers a world of amusement for consumers. They can easily search for unique products and distinctive brands from coast to coast. Customers can also build connections with local companies and keep sight of new promotions and sales. Major brands have paved the pathway to success with regard to content marketing, but the challenge is analyzing the ROI of these content-driven tactics.
According to Target Marketing Magazine, businesses might measure the success of content marketing campaigns by analyzing incoming leads and income produced. New blog posts and articles are likely to cause potential customers to inquire about specific products and services. Businesses might experience an influx of contacts, web inquiries, or sales.
Although the potential is evident, it may be challenging to determine exactly how customers locate new content and how this impacts the bottom line. Many analytics tools help businesses to map incoming traffic. This way they can easily track clicks and impressions to learn more about exactly which topics create a rise in revenues. This data can be leveraged to plan and refine future campaigns while catering to the needs of key demographics.
Image via Flickr by Todd Chandler
Metrics may seem like the most important aspect of content marketing, but ultimately the value is in finding new ways to increase visibility. If customers find a site compelling or useful, they are likely to sign up for recurring emails. These contacts may lead to increased site visits or sales.
As a retention strategy, content marketing gives customers a reason to stay connected. It also positions brands as a trusted resource. For example, a consumer may locate a new site that offers cosmetic products. The customer may purchase one item and during this process opt in to ongoing emails. If the customer receives a blog in several days instructing them on how to correctly apply the product that they purchased, they are likely to refer to the site more often for additional tips. By creating simple and informative content, brands can improve the likeliness of this scenario.
There is no doubt that content marketing is becoming increasingly popular. Although marketers are continually analyzing methods to quantify results, it just makes sense. Customer engagement is widely accepted as a way to drive revenues. Targeted blogs encourage these buyer relationships. Companies can create a blog presenting useful information to demonstrate value as a brand. That beauty brand can complement its product portfolio with exciting tips and trends that make buyers want to visit the site often.
With the vast number of new products and services available on the web, building long-term customer relationships may help brands to stand out. Customers often build confidence in brands based on quality and service. Adding a few blogs to their inbox with topics that truly meets their interests can only expand these warm regards. Marketers and analysts may still have some way to go when it comes to precisely measuring the effectiveness of content marketing campaigns, but companies can always find unique ways to track results.
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