How much is your content worth? Learn how to measure Content Marketing – WAU

Know the value of your content according to platforms like Google Analytics and SemRush and get valuable insights from the reports generated.

As Inbound Marketing professionals, we are always looking for ways to prove the value of the content we produce.

Sometimes we structure qualitative analyzes, with successful cases and relevant social interactions. Or in a quantitative way, calculating performance through the financial return of your strategy.

This job requires more than just digital marketing knowledge or advanced analytical skills. First of all, you need to have a clear definition of what is the “value” of your content.

Knowing that this definition is very relative and particular to each strategy, we will share here some ideas and methods of analysis that can help justify investments, make decisions based on data and optimize their results.

1. How much is your content worth (according to Google Analytics)?

Prerequisites for this analysis:

1. The same Google Analytics tracking tag installed on your blog and website.

2. Conversion goals (with value) or e-commerce transaction configured.

Google Analytics is the preferred tool for analyzing website performance. It’s free, easy to use and extremely powerful.

But most users do not exploit the product’s more advanced features. One of these powerful features of GA is precisely the “Page Value” metric.

According to Google itself:

“Page Value” is a Google Analytics metric that assigns an average value to certain content, according to the volume of page views that occurred before the conversion. This value is intended to measure how each page contributed to revenue generation. ”

In other words, “Page Value” measures how each piece of content on your site (post, infographic, video, etc.) influences each goal conversion on your site.

The aggregated value of the content is calculated as follows by GA:

[[Revenue (conversion value)]÷ [Visualizações de página únicas do conteúdo antes da conversão] = Page Value *

* The value is presented in financial values ​​(currency).

You can access this report at:

Behavior >> Site Content >> All Pages

google analytics

In the example report above, we can assume that the piece of content “Do you want to know what the SpaceX rocket will look like?”, for example, has a value of R $ 28.46 (in the analyzed period).

How to get relevant insights from this report?

In addition to measuring whether the investment in content production offers a return on your business, you can also:

  • analyze which page has more value and which has less, and thus boost more strategic content;
  • create Segments to measure the performance difference by Origin / Media and attract users of Channels with greater purchasing power;
  • send more traffic to pages with good page value but few visitors;
  • discover patterns between users of different devices, for example.

But this report allows us to go even further!

Have you ever imagined measuring the value of your content grouped by funnel stage or type and number of words in the post?

All of this is possible with the Google Analytics function called “Content Grouping ”.

One of the most advanced features that allows you to gather your content into common themes to create a more meaningful analysis of your data.

2. When does your organic traffic cost (according to SEMRush)?

Prerequisites for this analysis:

SEMRush professional account

In my opinion, one of the best reports to measure the value of your content is with the help of SEMRush. A visibility and online marketing and SEO analysis platform.

The tool evaluates in just one click, the financial value of the organic traffic to your domain using Google Ads as a reference.

The methodology is based on the “average estimated monthly cost of each organic keyword indexed by your site in Google AdWords”. In other words, what would be the monthly cost of in Ads to get the same organic traffic your domain.

Semrush

According to this SEMRush report, the monthly organic traffic from the rockcontent.com domain would cost more than R $ 3 million.

To calculate this value, SEMRush algorithms use a ratio between the search volume of a KW, how much traffic your domain is likely to receive through it (based on the position it is in the SERP) and its average CPC.

Negative points

This report does not measure the real value of your content, as it depends on the value of conversions, average ticket, etc. We also cannot consider that the values ​​presented by SEMRush are 100% correct. After all, it is software with its own robots and algorithms, which tries to unravel the functioning of Google.

Also, remember that only organic traffic is taken into account.

Strengths

The biggest advantage of this analysis is that it does not require technical knowledge. SEMRush already does everything for you. In addition, you don’t need to have access to Google Analytics to get the data, so you can even estimate your competitor’s traffic cost.

Even though it is not a 100% analysis corresponding to reality, you can use this report as an Index of the evolution of the value of your content.

3. CPC vs. CPCA: Cost Per Click and Cumulative Cost Per Click

Prerequisites for this analysis:

1. The same Google Analytics tracking tag installed on your blog and website.

2. Conversion goals (with value) or Ecommerce Transaction enabled.

3. Google Ads integrated with Google Analytics.

4. Historical traffic data and investments made in traffic acquisition.

Since we are talking about paid media, can you imagine analyzing how the CPC of organic search and Ads perform in the long run?

The CPC (Cost Per Click) and CPCA (Cost Per Click) report can be extremely useful. Mainly to make predictions and set annual performance goals for the Acquisition Channels on your website. We will now explain how to extract these metrics and how to use them.

How to find out your CPC?

CPC is one of the most used metrics in digital marketing campaign reports. To discover this value, just use the following formula:

[Valor Total Investido] ÷ [Cliques de Usuários] = CPC

Initially, we can consider that the lower your CPC the better! After all, the cheaper it is to attract users to your site, the more efficient your strategy is. But be careful: reducing CPC by decreasing the quality of your traffic is a bad deal.

CPC is one of those metrics that you should monitor regularly. And the challenge for marketers is to identify which factors make their CPC go up and which factors influenced a possible fall – and how fluctuations impact their results.

But it is not enough to measure this value regularly without taking into account what it represents in the long run, what we can call Cumulative CPC.

To illustrate better, let’s present a practical example.

Accumulated CPC in paid search:

The company XYZ invests R $ 1000 / month in a Google Ads campaign that delivers 100 visitors per month. Therefore, the monthly CPC for this campaign is R $ 10.

Let’s imagine that in the fourth month of the campaign, you included new keywords and optimized ads, starting to receive 120 clicks / month with the same R $ 1000 invested. His correct choice caused his monthly CPC to drop considerably to R $ 8.30.

From then on, even with small optimizations and the same investment, the number of clicks received remains at 120 / month.

At the end of the period, you have a report with the following metrics:

ads campaign

Now imagine that the same company also started investing in content marketing in the same period and wants to monitor organic results.

We all know that content marketing only presents a good organic performance with recurrence (frequency of publication) and in the long run. It may be months before the first organic users appear.

Let’s go to practice:

The company XYZ invests R $ 1500 / month to produce SEO articles for the blog. In the first months, the content is still not well indexed and the volume of organic visits is low.

After 12 months of work, we can imagine the following results:

content marketing campaign

Unlike a paid media campaign, in the first months of investing in inbound you will see an extremely high CPC. But the expectation is that this number will get better and better over time.

Points of attention for this report

  • This report is not intended to calculate the ROI of a strategy. After all, it does not take into account the average ticket or sales revenue.
  • It is not easy to add the cost of producing content within Analytics, as is possible with Google Ads.
  • Content marketing strategies and ads cannot be compared with the same rule. They have different goals and act differently within the customer journey (Content for Attraction x Ads for Remarketing, for example).

How to get relevant insights from this report?

The types of insights possible with this report will depend on many aspects related to your market segment and maturity of your strategy. But you can try to question some relevant points:

  • Is it worth giving up any strategy and focusing on where you can get more results?
  • How do you direct these users to conversion? How to improve CTR?
  • How about adding the value of each conversion obtained in this account?
  • How to further boost your organic results using remarketing?

Is that you? Have you used any reports to analyze the value of your similar content? Tell me in the comments!