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How to measure your return on content investment

Posted by Andrew Sculthorpe

Content marketingIn the words of Robert Rose, one brick in a pile is just a brick, but one brick in the wall of a house is a key piece of valuable building.

What he means is, it's a longterm process. The mindset of building a wall, a home. Every little piece of content is just as important as the next, one is not more important than the other.

Thinking about the experience your parents will get from your school's content marketing efforts is the only way it will generate a return on investment for you, using each member of your team to develop quality content to build the wall together. 

Bearing that in mind and courtesy of Contently, here are five ways to measure your content marketing return on investment (ROI):

  1. Direct enrolments from inbound leads, which are the easiest to measure.

  2. Influencing people who are seriously interested, prospective parents.

  3. Subscribers to enewsletters, regular visitors to your website or followers on social media, all of whom have true value to the organisation but are obviously harder to measure. 

  4. The halo effect created by content. This is where the lions share of content value really lies, which is even true of imageseven's experience.

    In fact, loyal readers are 23 times more likely to trust you than your competitors, a serious advantage, and they are also five times more likely to recommend you to a friend.

  5. Culture, training and recruitment. The content you create can be used by your enrolments team, to train or onboard staff, and is often valuable to new recruits who wish to find out more about your school before applying for a position.

To find out more about content marketing, here are some resources you may find useful

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This blog was written by Andrew Sculthorpe

As Business Director, Andrew ensures that imageseven’s clients receive the strategic and practical direction they need working closely with all members of the team. On top of that, his family and his unhealthy addiction to sport keep him on his toes.

 

Topics: Education, Inbound marketing, imageseven, Communication, Marcom, School marketing strategy, Content marketing, Content marketing distribution, School marketing, School