It doesn’t matter which type of SEO strategy you are using or what you want to achieve through your social media shares, the one thing that you have to always lay your focus on is the content. All of your SEO strategies are built around content and that’s why being dependent upon a single type of content marketing strategy like on-site blog posting will not be an ideal approach. Thankfully, content syndication is here to save you.
Content syndication is a content marketing strategy in which web-based content is re-published by a third party. Each and every type of content present on the digital platform can be easily syndicated. You can syndicate blogs, videos, infographics, and many other types of content in order to increase the effectiveness and reach of your content without taking the burden of producing content regularly.
Proper content syndication can easily act as a magic wand for your content marketing strategy but do you really know whether your content syndication efforts are providing any benefits to your firm or not?
For fine-tuning syndication of content and keeping it effective, you will have to measure the Return on Investment of your syndication of content and this is what we are going to address in this blog post.
Content marketing
Backlinks
Backlinks hold an important place in the digital marketing world because they represent a vote of confidence from one website to another. Backlinks allow the search engine to know that other websites are vouching for the credibility of your content. There are various tools that you can use to track backlinks and these backlinks will give you an overview of the performance of your content strategy.
Visibility
Visibility simply means how easy it is for people using the internet to find your content. There are various tools available for free on the online platforms for tracking search visibility. These tools can also be used for finding the number of keywords for which your content ranks in the search result. By gathering information about your search visibility, you can improve your blog posting strategy.
Bounce rate
The bounce rate is the total percentage of the audience that visited one of the pages of your website and then left without moving to another page. A visitor might bounce because they got their answer directly from the search result and they didn’t find it important to stay on your website. But even a misleading title can result in a high bounce rate. A higher bounce rate means your content isn’t providing a good user experience and you will need to fine-tune it.
Referral traffic
This is basically a method used by Google for reporting all the visits on your website that didn’t come from search engines. By using this metric and by understanding content syndication definition, you can know which of your syndicated content is bringing more traffic. In order to use these metrics, you can take help from Google Analytics.
Lead generation
The articles that you post on third-party websites might bring visitors to your website and then by engaging with those visitors through gated content, you can turn them into leads. But how to measure the ROI of content marketing for lead generation?
Here are a couple of metrics that you can use for measuring the ROI of content marketing for lead generation.
Lead score
Your lead generation strategy should focus more on quality and less on quantity and for measuring the quality of your leads, you can use lead scoring. Begin by determining criteria for marketing qualified lead and after that, you can assign and setpoint values. You can get an idea about average from this point by using the same approach, you can determine the quality of leads.
Conversions
If you have a long list of leads and only a few of them are getting converted into customers then there is something wrong with your B2B content marketing strategy. There are maximum chances that the content must not be touching the pain points of the leads.
On-site analytics
In order to further analyze the effectiveness of your B2B content marketing strategy, you can use metrics like bounce rate, finish rate, and time on site.
Thought leadership
This might look like an ambiguous goal that is almost impossible to measure but that’s not true. There are many metrics that you can use for measuring the effectiveness of your thought leadership content marketing strategy and we have listed some of those metrics below.
Social shares
When people find content that is relevant to them, they start commenting on it, sharing it, and liking it on different types of social media platforms. So, if your content is getting shared and liked, then you are on the right path.
Press opportunities
If you are getting requests to host a webinar, be the source of an article, or guest star on a popular podcast, this means that your thought leadership content strategy is in the right direction. Enter his press opportunities in an excel sheet to keep track of how many requests you are getting.
Speaking engagements
If you are being asked to speak at an event then this means that your expertise and viewpoint are relevant to the audience. Keep track of the number of opportunities that you are getting as a speaker and also note down the sources of these opportunities for knowing which of your contents are helping you.
By measuring the ROI of your content syndication strategy, you can fine-tune and streamline it in order to increase its effectiveness. There are various parameters that you can use for measuring the ROI of your syndication of content and some of those useful parameters have been mentioned in this blog post.
