7 Ways to Increase Your Content Marketing ROI

7 Ways To Increase Your Content Marketing ROI

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7 Ways to Increase Your Content Marketing ROI

7 Ways to Increase Your Content Marketing ROI

One of the biggest advantages of content marketing is its potential return on investment (ROI). Assuming you’ve implemented the strategy effectively, and stick with it for long enough (which could mean several years or more), you should see a higher profit returned from your efforts than you’d see in other marketing and advertising strategies.

But the standalone ROI of content marketing isn’t enough to truly maximize your efforts; for that, you’ll need to employ some extra efforts, so you can ensure that all the time and money you spend on your campaign is as valuable as possible.

Why Content Marketing ROI Is Exceptionally High

First, it pays to know why content marketing ROI is so high in the first place. In case you aren’t familiar, content marketing is the process of creating content (such as blogs, infographics, videos, and whitepapers) for a specific target audience, so you can attract more traffic, build your brand’s reputation, and achieve conversions.

These tactics have a high ROI for the following reasons:

  • Minimal costs. Compared to other marketing investments, it often doesn’t take much time or money to create new content for your brand. Unlike in a traditional ad campaign, you won’t have to pay significantly for placement; instead, you can spend an hour on a new blog post or a couple of hours on a new video, and start seeing results immediately.
  • Long-term durability. The content you create will also last longer than most other marketing or advertising campaigns. The new content you make will stay on the web for as long as you let it, and will continue earning value for your brand indefinitely.
  • Compounding effects. The more you invest in content marketing, the bigger your audience will become, and the bigger your audience is, the more impact your content will have. Accordingly, the benefits of content marketing tend to compound and accumulate over time.

How to Push It Higher

The best content marketing strategies are the ones that exploit the key benefits of content marketing, and enable you to cut costs further, achieve higher longevity, and accelerate your compounding returns:

  1. Make your content serve multiple goals. Content marketing can be used for a variety of purposes; you can use it to improve your brand’s relationships with consumers, you can use it purely to attract new traffic to your site, or you could use it as a conduit to earn more conversions from your existing site visitors. The best strategies use content for a bit of everything, which maximizes the value of every piece. Optimize it for search engines, for readers, and for conversions—all at once.
  2. Centralize your efforts on key pieces. Many new content marketers make the mistake of trying to produce as much content as possible as quickly as possible. It’s true that having more content gives your readers more opportunities to interact with your brand, and search engines more pages to index, but if your content doesn’t provide significant value to your readers, all that content could actually be doing more harm than good. Instead, it’s better to funnel your resources and focus on a handful of important, landmark pieces, rather than dozens of “meh” entries.
  3. Make content production leaner. Reduce what you’re paying for your content marketing campaign by making your production process leaner. You can do this by working with specialists capable of producing the best content for the lowest possible expenditure, by cleaning up the collaborative processes you have in place throughout your organization, or by implementing more content marketing automation tools that spare you manual efforts.
  4. Focus on evergreen content. “Evergreen” content refers to any piece of content that has the potential to remain relevant indefinitely (as opposed to news-based content, or content that’s only relevant for a brief amount of time). Evergreen content will pay off consistently for a longer period of time, ultimately returning a higher profit on your investment.
  5. Exploit free distribution opportunities. Your content can only impact the people who have the chance to see it, but spending money on advertisements and promotions will increase your total costs, jeopardizing your ROI. Instead, spend time distributing your content on free platforms, like social media channels. These will give an instant boost to every piece of content you create—and won’t cost you an extra dime. For a complete breakdown of how to promote your content for free, see Content Unleashed: The Ultimate Guide to Promoting Your Published Content.
  6. Revisit, reinvent, and reuse your content. Once created, your content isn’t doomed to a life of stagnation. Try to revisit, reinvent, or reuse some of the pieces you’ve done in the past. For example, you could write a follow-up piece to a popular post you wrote last year, predicting what might happen this year. Or you could transform a currently popular post into a different medium, to capitalize on a different audience.
  7. Let your users create content for you. If you can, get your users to create content for you. You could create a user-driven forum that allows your customers to create, submit, and answer each other’s questions, or sponsor a content on social media that encourages users to take their own photos. Either way, you’ll engage your user base and get new content at the same time, significantly lowering your costs.

With these strategies, one of the highest-ROI marketing strategies available gets to climb even higher. Pay close attention to the kinds of returns you’re getting on your current efforts, and don’t be afraid to experiment if you think you can push the boundaries even further.

The more time you spend optimizing your campaign, the more value you’ll get out of every new piece of content you create.