Monthly Archives: September 2015

How to Calculate the ROI of Content Marketing

Apples being weighted

Content marketing has become a popular trend in recent years with many companies moving away from traditional advertising. Also, with the advent of social media it has never been easier to deliver content directly to consumers. Whether businesses choose to utilise blogs, articles, videos or even GIFS, there are so many mediums available. With all of this in mind, it seems as if content marketing is the easy answer but at what point does it generate enough income to justify its creation?

Content Marketing vs Classic Advertisements

These two types of marketing are often compared, with companies opting to use one or the other, or usually both. Paid advertisements tends to have a predictable pattern in which a business will pay a specific amount and the advert will attract roughly the same amount of leads each time. This interaction can be compared with a vending machine, you get what you pay for.

With content marketing, an initial investment is unlikely to see a return for at least a few months. This is because it takes time for content to attract attention and then gain a steady following. However once this happens (usually around the 6 month mark) companies tend to notice an exponential growth in leads. Therefore, content marketing is much more like an investment which pays out over time.

It is easy to see why many businesses may be dubious of content marketing at first but as a long term solution it is a much more lucrative option.

Calculating the ROI

A good way of calculating your return on investment for your content involves working out how many leads you are acquiring per set amount of money invested, e.g. £1000. To do this, you need to find out how many leads you are acquiring, directly from content. This can involve the use of programs such as Google Analytics. If you are using lead capturing forms it becomes much easier to measure the leads which are coming from content pieces as opposed to those coming from other sources. Tracking cooking are another way in which you can collect information on which pages were being viewed prior to acquiring the lead.

Once you calculate how many leads you are receiving from content this information can be used to find out your ROI. Basically, your overall investment needs to be lower than the amount you gain from lead generation, in order for you to at least break even.

Business owners can also look at their overall sales figures in order to ascertain how successful their content marketing has been. Make sure your website allows you track customer interaction all the way up until sale competition. This means you can compare the difference between direct sales from content, with direct sales from advertising.

Other Considerations

Content marketing can also affect other aspects of business and can help to save money in other areas. For example, uploading an article which includes useful information on your delivery procedures may lead to less strain being placed on your customer service team. If your employees are spending less time answering customer questions they can spend more time in other areas, saving you time and money. Additionally, popular content can lead to greater exposure for your company and therefore its products and service. Viral marketing in particular can be extremely successful and can offer a wealth of benefits for a relatively small investment.

How to Convert Your Web Traffic into Leads

Muddy Boots

Generating online traffic can be a main goal for businesses but it doesn’t necessarily lead to a rise in sales. Whether it’s via social media, blogging, advertisements or links from other websites, interacting with consumers is the first step to gaining customers. However, these techniques alone may not be enough. Converting your web traffic into leads can help you target customers directly and this is a much more successful approach to boosting sales. Here are just some of the ways in which you can do this.


Your first step is to offer something to the visitor for free. Providing good quality content will set you apart other companies. This also helps you to build a trusting relationship with consumers and they will remember this when they are choosing who to buy from.


Online users acquire content in different ways, some from social media and web searches and others from subscriptions. A simple way of converting traffic into leads is to allow users to subscribe to your content via email. This then becomes a mutually beneficial relationship as users will receive content and companies can target advertising directly to consumers. Customer subscription is another reason why offering high quality content is so important.

Landing Pages

Landing pages offer an exceptional conversation rate with some figures around 50/60%. This is particularly impressive when compared with the conversion rates offered by standard display advertising. It’s recommended that websites create a variety of different landing pages with designs to suit different demographics. This way, specific traffic can be redirected to the corresponding pages and you will have a better chance of acquiring a lead. Another factor to keep in mind is simplicity, as users are much more likely to leave a landing page if it asks for too much. A form which requires a name and email address is enough and won’t alienate visitors.

Calls to Action

Calls to action are the links at the end of your content pieces which redirect readers to a landing page. These usually take the form of buttons and should be short, engaging and attractive. Whether you are encouraging people to find out more about your company, download a free trial or open an account, this is the place to showcase what you have to offer. As there are different landing pages, it makes sense that there should be different calls to action in order to stream your traffic.


Video content is incredibly popular right now and businesses are taking advantages of this phenomenon. One of the ways in which video content traffic can be converted into leads is through the use of opt-in forms. Inserting an opt-in form at the beginning or end of a video means that users can only continue watching if they offer some sort of personal information, e.g. names, emails etc. This technique is particularly successful due to the immediacy in which viewers have to come to expect from video content.


Once you have a lead, usually in the form of an email address it’s time to nurture it. Many companies make the mistake of bombarding new customers in the hopes of making a sale but this can put customers off. The best tactic is to continue offering high quality content whilst at the same time learning more about your leads. This information is crucial when it comes to targeted advertising and therefore eventual sales.