Measuring and justifying investments in helpful content

The business case for helpful content

Creating helpful content requires significant investment, both in terms of time and resources. Whereas in the past SEO content could often be produced quickly and cheaply, helpful content requires a much more thorough approach. Companies must therefore think carefully about the return on investment (ROI) of their content efforts. This third article explores how companies can measure the ROI of helpful content, how to optimize their efforts, and how this investment can be justified within the broader business strategy.

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Measuring the ROI of helpful content

Measuring the ROI of helpful content is a more complex process than simply analyzing organic search traffic. Because helpful content often goes beyond just textual content on the website, its effectiveness must be assessed on multiple fronts. Engagement metrics such as average time on page, number of videos viewed, social shares and conversion rates are all key indicators of success. These metrics provide insight not only into the direct performance of the content, but also into how users value and interact with it.

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An important aspect of measuring ROI is also monitoring search engine visibility over a longer period of time. Helpful content often has a longer lifespan than traditional SEO content, meaning the benefits can accumulate over the long term. However, this requires patience and ongoing monitoring to see how the content is performing and where optimizations are needed. Tools such as Google Analytics, Search Console and specialized SEO tools can help companies chart this performance and make adjustments as needed.

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Changing SEO landscapes and the impact of AI

Another challenge for companies is dealing with the ever-changing nature of SEO. In addition to the shift toward helpful content, the rise of artificial intelligence (AI) is also playing an important role. AI can generate answers directly in search results, which can reduce the need for extensive Web site visits. This can lead to a lower click-through rate (CTR) for many companies, even if their content ranks well in search results. Companies need to prepare for this by further refining and diversifying their content strategies to continue to provide value in an increasingly competitive landscape.

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Optimization and justification within business strategy

It is important for companies to not only monitor the performance of their content, but also to clearly communicate the costs and benefits of their efforts within the broader business strategy. This means creating internal buy-in for the shift to helpful content, with clear reporting on the long-term benefits. By establishing clear KPIs that go beyond search traffic, companies can show how their content contributes to brand awareness, customer satisfaction and ultimately revenue growth.

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TMC Media provides companies with support in measuring the ROI of their content efforts and helps implement strategies that not only focus on immediate results, but also sustainable growth. We help set measurable goals and provide ongoing optimization to ensure that every content investment pays off.

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Looking ahead to the next part

In the following article, we focus on the emerging trends within SEO and content marketing for 2024, and how companies can prepare for the challenges and opportunities these new developments bring.