You know how great it feels to lock in that final jigsaw puzzle piece and see the entire picture. Wouldn’t you love to capture that same warm glow when you look at the website content for your hospital or health system? Of course you would! And you can—if you apply relevant metrics that will help you discover the value of this major marketing investment. So, what does it take to measure content ROI?
Business Goals Drive the Bus
Everything starts—or should start—with your business goals, which should incorporate your users’ goals too. You can figure out what’s important to measure by understanding what you and your users want to accomplish. But stay focused. Don’t bite off more than you can chew—at least, not when you’re getting started. Just because you can measure something doesn’t mean you should. You don’t want to get sucked into the big black hole of tracking data for data’s sake. You want to focus on meaningful measurements in order to get results that can truly help guide the decisions you need to make about creating valuable content.
Take the Long View
Whether your healthcare organization wants more patients to pay their bills online or you’re interested in expanding your social media relationships, the key is to set up measurements that will track your goals. And it’s important to remember that you must stay in the game for the long haul. Arnie Kuenn, experienced content marketer and president of Vertical Measures, notes: “Content marketing is different from other forms of online marketing in that it does not always deliver ROI quickly. It may take weeks or months for a piece of content to be discovered by people and the search engines.” So don’t give up too early. A week’s worth of data doesn’t tell you much; a month’s worth—or a year’s worth or more—really starts to create a valuable knowledge base that can inform your next steps and make all the effort worthwhile.