How to Accurately Measure the ROI of Your Article Writing Services

By: David Tile| Founer @ Article-Writing.co
Posted On: April 30, 2015
Content marketers around the web spend quite a bit of time telling you just how powerful a high quality article writing service and branded blogging is with today’s modern viewership – and for good reason. People love value-driven offerings, to the point that the name of the game on the web is giving these audience members exactly what they want. However, just because you know it’s an effective method of outreach, that doesn’t mean it’s always right to blindly assume everything is going just as planned. To ensure you have the cold, hard facts backing up your content decisions, let’s spend a few minutes pulling back the curtain on some of the common misconceptions surrounding content return on investment (ROI), as well as what it takes to accurately measure this return.
Dispelling the Misconceptions

As Arnie Kuenn of The Content Marketing Institute explains, there’s a lot going on in the ROI process, so it’s only natural for brands – both new and old alike – to muddle the interpretation from time to time. For instance, while the math behind calculating this metric doesn’t change, context is a big key to properly applying an evaluation. If you’ve only been producing content for a month or so, hammering out the numbers and making a rash decision is far from the right idea.

The truth of the matter is that accurately gauging the impact of your content rarely occurs within the first 30 days. Truly connecting with an audience isn’t a fast process, so giving your offerings time to actually build a last bond with the targeted viewers is necessary before you start crunching the numbers on the ROI formula.

Additionally, the analytics experts over at McBassi & Company note that another misconception brands bring with them to the table when the time comes to measure the value of an investment revolves around relevancy. Lumping in your article writing services and other content endeavors with the rest of your marketing budget might seem like a great way to get a “big picture” view of the success of your brand outreach, but all this does is create a vague, inaccurate portrait of what’s going on. Instead, drilling down to each particular sector of your marketing budget – content marketing, print media, etc. – serves as the best way to identify individual strengths and weaknesses.


Understanding the Basic Principles

So now that you have a clearer understanding of how to interpret ROI, let’s talk about applying this performance metric to the response generated by your blog and other content selections. According to The Guardian’s Jonny Rose, it all boils down to a fairly straightforward formula once you’ve pulled away the misconceptions and excess information.

(Revenue Generated – Cost of Content Marketing) / Cost of Content Marketing = ROI

It might seem like an overly basic metric, but when properly applied and interpreted, this crucial piece of information serves as the focal point of your content planning and strategy sessions. Naturally, if you’re data is refined enough, you can always go one step farther and gauge the impact of each type of content offered up by your brand, or even individual blog posts and other selections, if you so choose.

What’s the Next Step?

Once you’ve familiarized yourself with measuring the effectiveness of your content in the long-term, don’t be afraid to connect with your team of content experts and apply this newfound understanding. With this objective information guiding the way, there’s no reason for guesswork or assumptions to stick around in the discussion regarding what’s next for your brand in terms of subject matter and content platforms. Considering how important it is to get the right content out in front of your audience, having this tool added to your arsenal – and being able to properly apply it to the situation – can offer up some serious peace of mind going forward.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.