Expert Insights on Content Marketing ROI

It can be difficult to measure ROI on your content marketing efforts, especially when it comes to social media. Readers aren’t on social media to buy, they’re there to consume information, engage with your content and share it with their peers. So how can you calculate the ROI of your social media efforts? Cindy King at Social Media Examiner provides us with tips from 25 experts.

Set Goals Ahead of Your Campaign

Return on investment is a function of your business’s goals. You should always clearly set these goals ahead of your campaign, or any social media efforts for that matter. Are you looking to grow your audience? Gain visibility? Increase sales? The answer to these questions will impact both your strategy and how you’ll measure results. - Thibaut Davoult, head of content marketing at Nitrogram

Setting up goals for your social content will let your team know whether or not your content marketing efforts are hitting the mark. Measure how social media is helping you to meet your specific goals, whether it’s driving traffic or increasing brand awareness, etc. 

#11: Incorporate a Contextually Relevant Call to Action

You can’t assume people will act on their own. You need to lead potential prospects to take the next step. Further, it’s critical to ensure that you have a way to measure these results to each specific CTA and to provide appropriate landing pages. This is an area where one size doesn’t fit all. - Heidi Cohen, CCO at Actionable Marketing Guide.

Call to actions are crucial for measuring the impact of social content. CTAs point readers to the next best step and can also allow you to track where your leads are coming from. Getting a lot of CTA clicks from LinkedIn, but not too many from Facebook? Adjust your social content strategy to improve ROI.

Be sure to check out the rest of the social media ROI tips from the pros. 

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