The argument over long-form content and short-form content is one which has been debated from behind keyboards since the advent of the Internet, and one which will doubtless carry on for the foreseeable future.How Do You Measure ROI on Content?
There is no definitive method of measuring ROI on content, as each company/brand/site will be looking for something different. Whether you’re writing to bring more people to the site, increase conversions, establish credibility in your sector, or are just writing because you enjoy it, you’ll measure ROI differently.
There are often long lead times on seeing a direct conversion from content marketing (except perhaps in the retail and fashion sectors where this is probably less true) but there are some easier short-term ways to measure ROI if direct sales are not forthcoming. To measure ROI, consider using the following:Organic search positions and SERP visibility (and backlink analysis)Traffic to siteTime spent on site and/or bounce rateSocial shares and engagement metrics
Now, let’s take a deeper look at each of these metrics and consider when using them to measure ROI would be most appropriate.Organic Search Position
Getting higher positions in the SERPs will benefit any company, and having high-quality content is the best way to do this. It’s no secret that Google prefers content that answers a question, and will rank this content higher. A higher search position will inevitably have an impact on your online ROI (as long as it’s for a relevant key phrase). That is why many people engage in content marketing and why SEO, online PR, and content marketing are essentially one and the same in 2014.
Good visibility in the SERPs will get your site in front of more new users and increases your opportunity to increase ROI from content. Publishing two posts means you have the opportunity to rank for more terms, but only if these are relevant, worth reading, and good quality.
However, this doesn’t necessarily mean they will rank well long-term. In a study conducted by SerpIQ, blog post pages with over 2,000 words ranked higher than shorter blog posts, which makes sense. If you’re looking for an answer to a question, it’s likely a 500-word post may not have enough useful phrases users are searching for.
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