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How to measure your blog’s impact on business

After doing all the hard work of starting a business blog, getting internal and external content creators, how would you know even all this has worked or not? In simple words, how will you show your blog’s impact on business to your boss, in order to carry it on?

There is no way you can do it instantly. SEO professionals tell that you need to measure it yourself. The marketing term for this measurement is marketing performance measurement.

According to a survey of over 425 marketers, most of the companies are using useless metrics in order to measure their blog impacts. There are advanced content marketing teams coming in the 10k Club, that means 10,000+ views on blog per month, which are leading because of more advanced metrics.

Production

The following will help you in managing your blog’s budget:

  • Supply chain: Planned number of posts or in process, which are ready to be published
  • Posting frequency: In a survey by a big content marketing institute, 90% of the most successful bloggers right now have a frequency of posting once a week or more often.
  • Time: time taken from concept to post publication.
  • Cost- production, promotion, and distribution
Performance
  • Performance metrics should cover-
  • Sharing- Likes, retweets, social media links sharing
  • Consumption- unique visitors, page views, average time-on-site
  • Engagement- session period, page depth
  • Retention- Visitors percentage returning to your site, number of visits, using Google Analytics Data for checking pages per visit.
  • Design - Creative website design will be impact your blogs to keep audiances alive.
Pipeline Impact

These are more advanced and little harder to attain. However, there is a services named content marketing platforms recommended by SEO company services provider. Metrics to monitor include

  • Marketing Pipeline- new upcoming generated leads (first, multi-touch and last) and touched leads that are already existing
  • Sales pipeline- percent of opportunities generated and touched as well as same opportunities won.
  • Returning to Investment- impact percent of blog is equal to dollar opportunities value minus total cost, whole divided by total cost.
Finalizing

To wrap-up the things, just start with easier metrics such as engagement, sharing, and retention and go to higher difficulty levels of metrics.

Easy

  • Blog post supply chain
  • Sharing
  • Posting frequency
  • Retention
  • Consumption
  • Engagement

Intermediate

  • Marketing pipeline impact
  • Time to live

Advanced

  • Writer Specific metrics
  • Sales pipeline Impact
  • ROI

These metrics will help knowing the impact of your blog on your business. You will know better about what kind of content to create. Working from your side, try to know what type of posts from you are getting biggest impact, and keep creating these type of posts.

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