Defining Content Marketing ROI for Higher Education
So you jumped on the content marketing bandwagon in hopes of reaching new students and building brand awareness. You’ve been publishing blog posts, starting podcasts, sending newsletters, and posting on social media like there’s no tomorrow. But now the big question looms: Is it working? Are you actually getting a return on all the time, money, and resources you’ve invested in content creation? If you’re like most higher education content marketing workers, you’re not really sure. Measuring content marketing success is challenging, but it’s the only way to know if you should keep going full steam ahead or pump the brakes and rethink your strategy. This article will show you the key metrics you should be tracking and real-world success stories from colleges and universities that are winning at the content game. Time to figure out if you’re really there yet.
Key Metrics to Track Content Marketing Success
Defining content marketing ROI for higher ed means getting specific about your goals and finding metrics that actually measure progress. Rather than vague notions of “building brand awareness,” focus on things like:
– Increasing quality web traffic. Track visits to your content, social shares, and links to your site. More traffic means more people engaging with your brand.
– Improving search rankings. Measure how your content impacts search positioning for key phrases. Climbing in rankings means you’re becoming an authority.
– Boosting lead generation. Count how many readers fill out contact forms or call your school. More leads mean more prospective students.
– Strengthening relationships. Survey readers to see if your content makes them view your school more positively. Favorability translates into enrollments.
While vanity metrics like social media likes don’t prove real ROI, things like increased web traffic, improved search rankings, more leads, and a better brand image do. They show your content is resonating and influencing readers.
Of course, the ultimate measure of content marketing success in higher ed is enrollment growth. But the metrics above are signposts showing you’re on the right path. Keep optimizing based on what they tell you, and your content will start paying off big time.
The bottom line? Choose metrics that actually mean something. Don’t get distracted by superficial numbers that don’t reflect real impact and ROI. Stay focused on your goals, track what matters, and keep creating content that inspires action.
Case Studies: Measurable Wins for Higher Ed Content Marketing
To know if your content marketing efforts are paying off, you need to track the right metrics. Some key ones to monitor include:
Traffic sources
See where your visitors are coming from – search engines, social media, email campaigns or other referrals. Growth in traffic from search and social is ideal. Pay attention to which content is driving the most interest.
Engagement
Look at time on page, page views per session, and bounce rate. Rising engagement shows your content is resonating. Dropping bounce rates mean people are sticking around to read more.
Social shares
Count likes, comments, and shares on social media. More shares mean your content has struck a chord and is spreading organically. Respond to comments and questions to keep the conversation going.