Method to Measure the ROI of Content

In a recent #SEMrushchat, it was asked, how would you measure the ROI of content marketing?

#semrush chat

Here’s one method of measuring content ROI as taught to me by Dan Shure. I have used this to show proof of content strategy when speaking with clients.

Miniature Case Study

I worked with a gentleman with a small business in the finance sector. He provides several monetary services. One newfangled service in particular was the focus of his immediate attention.

I did initial keyword research and suggested that I compose a piece of content featuring the price or cost of such a service.

In reference to search intent, this would be a commercial investigation. My strategy relayed to the client was that people who potentially need the service will research pricing, so it’s a sound strategy to have the brand supply the answer as well as make an initial impression.

I took note of regular observations. In this case, I especially gave consideration to length and layout given the content would address pricing and cost.

Obviously, there is not a lot of fodder to provide those who are looking for price. Perhaps one could mention cost related to full, part-time, and package services, etc.

Take note of what Martin and Lily discuss in this part of their content conversation. Martin instructs to think of the user’s perspective.

I wrote one piece of content. Here are the results so far:

semrush organic keyword report


How to Measure ROI of Produced Content

There are many ways to ”prove your worth” to a client. One way is to show them (via metrics) how content you provided is putting the client in a better position to meet its goals – whether that’s informing the public about a new service, filling-out lead forms, getting people to join an email list, etc.

In the above scenario, I explained how the one piece of content generated multiple keywords/queries related to the on-page information. I added the monthly search volume for the terms ranked in positions 1-10.

semrush organic report

Adding the five terms ranking in positions 1-10, I get 220. So, I can relay that the one piece of content is presenting 220 opportunities for a potential client to click-through to the site per month.

Some things to consider:

  • You could go further and setup goals in Google Analytics based on users landing on the above page and subsequent behavior.
  • You can take credit for a piece of content for ranking in itself, for depending on your role in the larger scope of things, there could be things out of your control that inhibits a user from staying on the site, filling-out a contact form, etc. The site could look dated, other pieces of content could send negative signals to a potential buyer, etc. The above allows you to take credit for elements you can control.

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