6 Tips to Improve Content ROI
April 15, 2019
ROI, or return on investment, is the real reason any marketer advertises. The goal is to get back more revenue than you’ve paid in; otherwise, there’s no point in advertising at all. While there’s no fool-proof marketing strategy available, you can come close by thoroughly researching the market, creating a well-structured marketing plan, and staying true to the brand you’re representing.
No ad campaign is perfect, but there are a few things you can do to guarantee improved ROI. Here are 6 tips to bring you a bigger return on your marketing investments.
1. Use Evergreen Content and Use it Regularly: The best tip any marketer can take to the bank is to keep content as fresh as possible. Google has made it clear that one of their main determining factors for ranking businesses is based on content freshness. They want news to be new and to replace old posts with up-to-date ones. It also helps to keep content evergreen.
Evergreen content, like the trees, never fade or age. This style of copy normally foregoes the mention of dates or specific time periods. Instead, it focuses on the content, and if a date needs to be mentioned, it’s a projection for the future, rather than a Tuesday last week.
Evergreen content keeps your landing page, blog, and social media accounts looking fresh no matter how often you update it. Google, Facebook, and other algorithm-based platforms still require frequent posts to keep you at the top of your game.
2. Don’t Overdo It: Your marketing reach should stretch further than just your webpage, but overdoing it could be a mistake. Instead of dipping your toe in every available campaign pool, choose a few to dive right into. For example, when choosing social media accounts, it’s unnecessary to belong to Facebook, Twitter, Instagram, LinkedIn, Pinterest, YouTube, Snapchat, and others. Instead, select 2 or 3 strong candidates based on your target demographic and do a great job representing them.
You can post the same content from page to page, but it’s recommended that you mix things up. Don’t just copy and paste, but rather, rewrite the content to fit each platform individually. Use different photos or videos to make your mark.
3. It’s Okay to Pay but Make It Count: Too many marketers worry about the constraints of organic search vs. paid search. You can have both, but you need to be strategic about it. Paid ads are tricky, because your investment is much larger financially. Pay-per-click through Google Ads, for example, is no walk in the park. There’s research, bidding, and strategic ad placement to guarantee a return. Marketers who don’t do their due diligence wind up paying more than they earn.
The bottom line is, don’t be afraid to use paid marketing in combination with your organic marketing efforts. These two can work together and play nicely. You need to strike the right balance and monitor them closely.
4. Pay Close Attention to Quality: You’ve probably heard it 10-different ways, but it’s worth saying again – quality is crucial in content. Google, Facebook, even YouTube are watching for low-quality, spam-level posts and penalizing accounts related to them. It’s more competitive than ever before on the digital landscape, so staying on par with, or ahead of, your competition requires some serious skills.
Quality content is about more than just grammar and spelling – it needs to be relevant to your brand and any keywords you use. It should engage your customer and encourage interaction. And, it should make sense and read well.
5. Review Your Strategy and Revamp Where Necessary: Analytics play a big role in content ROI. How are you supposed to know what works and what doesn’t if you don’t measure failure and success as you go? CRM dashboards are often equipped with metrics reporting tools. These read data delivered by your various marketing efforts and show you which ones are increasing traffic, which ones are losing viewers most quickly, and which ones aren’t working at all.
There’s no dishonor in failure unless you let it go unnoticed. Learning from marketing mistakes builds a stronger campaign for next time.
6. Educate Your Team: It’s not enough for one marketer, or only upper management, to know the marketing strategy. This is a team effort, especially if you have multiple marketing channels, and different individuals manning their stations. Your social media team, bloggers, and web developers all need to know what your quarterly goals are, where the metrics rank your current ROI now, and whether there’s a positive projection for the year ahead.
Team meetings, including all members of your marketing staff are helpful in this area. If you can’t physically gather to go over your strategy, consider chatting via video feed. It’s worth it to get every member on board and create a streamlined process. There are still bound to be a few mistakes, but with everybody working on the same goals, they’ll be noticed earlier, and rectified quickly. They say two heads are better than one, and in marketing, it takes a team to raise a successful campaign.
Hopefully, these tips prove useful to your content strategy, and you see an improvement in ROI. There are plenty of ways to improve your marketing content above and beyond this list. Take risks and get involved with your readers. The best way to learn what your customers want to read is by asking.