{"id":920,"date":"2021-06-16T16:13:36","date_gmt":"2021-06-16T09:43:36","guid":{"rendered":"https:\/\/www.pixelliongroup.com\/blog\/?p=920"},"modified":"2021-06-16T16:13:47","modified_gmt":"2021-06-16T09:43:47","slug":"5-ways-to-demonstrate-content-marketing-returns","status":"publish","type":"post","link":"https:\/\/www.pixelliongroup.com\/blog\/5-ways-to-demonstrate-content-marketing-returns\/","title":{"rendered":"5 Ways to Demonstrate Content Marketing Returns"},"content":{"rendered":"\n
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Your content marketing clients are eagerly awaiting your reports each month: are the new posts ranking well on Google? Is organic traffic up month-over-month? Did revenue increase?<\/p>\n\n\n\n

But demonstrating ROI is rarely this black and white in content marketing. How do you know that the organic traffic is actually coming from the inbound content you wrote, or that your content marketing strategy<\/a> is receiving fair attribution for the revenue it drove?<\/p>\n\n\n\n

Here are 5 ways to demonstrate the value of your content marketing efforts that go one step further than traditional reports.<\/p>\n\n\n\n

Landing Page Report in Google Analytics<\/h2>\n\n\n\n

This report will help you measure the individual performance of your blog posts. Content marketing can\u2019t technically take credit for organic traffic to a bio page for your company\u2019s founder, for instance – this will show you whether or not your actual blog posts and pages with useful content are driving traffic and leads.<\/p>\n\n\n\n

In Google Analytics, navigate to Behavior > Site Content > Landing Pages. Then filter your traffic by using the Organic Traffic segment.<\/p>\n\n\n\n

\"Landing<\/figure>\n\n\n\n

You can now see exactly which pages are performing well in organic search, both in terms of traffic and conversions.<\/p>\n\n\n\n

Corresponding Increases in Direct Traffic<\/h2>\n\n\n\n

Did you know that up to 60%<\/a> of traffic labeled as \u201cdirect\u201d in Google Analytics is actually organic traffic? Session timeouts, visitors arriving via non-https links, and other common web phenomena can cause Google Analytics to lose a visitor\u2019s scent.<\/p>\n\n\n\n

If you have been creating a high volume of valuable content on your website for a period of time, you should compare \u201cdirect traffic\u201d from that time frame to \u201cdirect\u201d traffic from beforehand. You can most likely take credit for the increase in traffic.<\/p>\n\n\n\n

Conversion Attribution Modeling<\/h2>\n\n\n\n

For this report, you will navigate in Google Analytics to the Model Comparison Tool. You can find the tool at Conversion > Multi-Channel Funnels > Model Comparison Tool.<\/p>\n\n\n\n

\"Model<\/figure>\n\n\n\n

Google Analytics uses \u201clast click attribution\u201d for its standard reporting, but you will also want to view first-click attribution in this tool.<\/p>\n\n\n\n

Here\u2019s why. If somebody initially finds one of your blog posts, then visits the website again <\/em>a month later through an advertisement or social media post, those latter channels will receive credit for the conversion. We can probably agree that in reality, the blog post should receive most of the credit! This is a big factor in law firm SEO strategy<\/a>, where so many clients follow a journey like this:<\/p>\n\n\n\n