How to Measure the ROI of Your Content Efforts in 2023

Marketing School - Digital Marketing and Online Marketing Tips

Eric Siu and Neil Patel

Marketing, Business, Careers

4.6 • 1.4K Ratings

🗓️ 21 July 2023

⏱️ 6 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 Learn more about your ad choices. Visit megaphone.fm/adchoices See omnystudio.com/listener for privacy information.

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
0:04.4	2023.
0:06.9	So when it comes to 2023, you got Google Analytics 4. If you haven't used it.
0:14.0	You pretty much have no choice by now.
0:16.0	And you may notice you're not getting all the data that you really want,
0:20.0	especially when it comes to your content marketing.
0:24.3	The quickest way that I found to measure the ROY of my content marketing is A, UM. parameters so that way you can see all right where you're
0:36.5	supposed to use U.T. M. parameters for external not internal tracking but that's an easy way
0:42.1	to see where you're getting traffic from.
0:44.0	It's not the right way to do it but for someone who doesn't have tons of resources
0:48.0	it's just a quick little hack that can end up giving you some quick insights
0:52.0	but the way I actually measure them, dude, is I just run A B test.
0:56.3	And this is a little bit unorthodox, but what I'll do is I run A B test to see which content pieces like what call to actions I can add in there
1:07.4	are boosting conversions and then what I do is because you take your most
1:11.5	popular pages, right?
1:13.0	Those are the easiest ones to run A, B, Tusson
1:14.9	with your content.
1:16.0	So then I'll call to actions.
1:17.3	If you read it in my blog post,
1:18.4	you'll see that I've called to actions
1:19.7	for my services.
1:20.5	If I was selling products, I would do products within there,
	...

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