How to Measure the ROI of Your Content Efforts in 2023 #2515

Marketing School - Digital Marketing and Online Marketing Tips

Eric Siu and Neil Patel

Careers, Business, Marketing

4.6 • 1.3K Ratings

🗓️ 21 July 2023

⏱️ 7 minutes

🔗️ Recording | iTunes | RSS

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Summary

In episode #2515, we’re explaining how to measure the ROI of your content efforts in 2023. You’ll hear about the limitations of Google Analytics 4 and how to get around them using UTM parameters. You’ll also hear about the value of AB testing and why you need to factor in what content is generating leads. Tune in to find out what you should be trying to track, how to track it, and how to use the information you gather to improve your content going forward! TIME-STAMPED SHOW NOTES: [00:00] Today’s topic: how to measure the ROI of your content efforts in 2023. [00:06] Google Analytics 4 and its limitations. [00:23] A quick hack involving UTM parameters. [00:51] How to use AB testing. [01:55] Factoring in lead generation. [03:07] Tracking content topics and how to use this information going forward. [03:52] The evolution of Google Analytics and what Eric predicts for the future. [04:42] Blog content and emails versus organic reach when it comes to ROI. [05:51] Why measuring your ROI is not enough; you actually have to improve it. [06:02] That’s it for today! Don’t forget to rate, review, and subscribe! Go to https://www.marketingschool.io to learn more! Links Mentioned in Today’s Episode: Don’t forget to help us grow by subscribing and liking on YouTube! Google Analytics Leave Some Feedback: What should we talk about next? Please let us know in the comments below Did you enjoy this episode? If so, please leave a short review. Connect with Us: Single Grain << Eric’s ad agency NP Digital << Neil’s ad agency Twitter @neilpatel Twitter @ericosiu

Transcript

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0:00.0	All right. So we're going to talk about how to measure the ROI of your content efforts in 2023.
0:06.8	So when it comes to 2023, you got Google Analytics for if you haven't used it, you pretty much
0:14.7	have no choice by now. And you may notice you're not getting all the data that you really want,
0:20.6	especially when it comes to your content marketing. The quickest way that I found to measure the
0:28.4	ROI of my content marketing is a UTM parameters. So that way you can see, all right,
0:35.8	where you're supposed to use UTM parameters for external, not internal tracking, but that's
0:41.5	an easy way to see where you're getting traffic from. We got a special message from our sponsor.
0:48.1	If you want to rank higher on Google, you got to look at your paid speed time. The faster your
0:53.2	website loads, the better off you are with Google's Corvital update. That makes it super,
0:58.2	super important to optimize your site for low time. And one easy way to do it is use the host
1:04.0	that Eric and I use DreamHouse. So just go to DreamHouse or Google it, find it, check it out,
1:10.1	and it's a great way to improve your low time. Just a quick note from our sponsor, SingleGrain.
1:16.4	So SingleGrain is an ad agency that is owned by yours truly. And we mainly focus on
1:22.8	helping companies grow their traffic and revenue. So if you need ad agency help, you can go there.
1:27.2	And also if you're looking for a marketing job, you can check out our careers page.
1:30.4	There's just SingleGrain.com. And without further ado, over to the episode.
1:36.0	It's not the right way to do it, but for someone who doesn't have tons of resources,
1:39.7	it's just a quick little hack that can end up giving you some quick insights. But the way I actually
1:44.3	measure them, dude, is I just run AB test. And this is a little bit unorthodox. But what I'll do is,
1:51.6	I run AB tests to see which content pieces, like what call to actions I can add in there,
1:58.8	are boosting conversions. And then what I do is, because you take your most popular pages,
2:03.7	right? Those are the easiest ones to run AB tests on with your content. So then I'll put call
	...

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