Content syndication is an ideal way to expand your reach and business however figuring out the true value of this tactic can be difficult. To utilize the complete power of content syndication, you must regularly measure results. But how can you promptly measure the ROI of your content syndication efforts? What metrics must you focus on to index the success of your content syndication campaigns? The answer is, focusing on engagement and conversion metrics but that’s not all, to learn in detail go through this blog and unlock the content syndication metrics you need to evaluate the performance. Read till the end optimize your strategy and make data-driven decisions.

Understanding the ROI of Content Syndication

We all know the importance of content syndication, but does it really deliver a robust ROI (return on investment)? Resounding Yes! Research from Demand Metrics shows that content marketing drives 3x more leads per dollar spent compared to traditional marketing methods. Content syndication can further enhance these results by boosting your content to your specific niche and building the brand’s credibility. 

Nonetheless, measuring the ROI of syndicated content requires careful analysis, tracking, and planning. By utilizing the proper tools and learning the right metrics, you can evaluate the impact of your efforts and optimize your strategy. 

Why is it Important to Track the Performance of Content Syndication?

Measuring the performance isn’t only about calculating the ROI; it also includes maximizing the benefits. With the help of insights you collect from every campaign you execute, you put in better efforts to elevate your ROI.  

For instance, when you have the data on how prospects interact with your content across different platforms, you get insights on the content type that drives more engagement. This can help you increase the number of qualified leads and convert more customers. Moreover, you can also track which type of content needs a bit of needlework or which channels collect the most views from the ideal prospects.  

Measuring the effectiveness of content syndication also enables organizations to adapt to new marketing strategies to increase the overall return on investment for their next content syndication campaign. This includes altering budgeting strategies, focusing on the most suitable social networking sites, finding content that performs in the target market, revising the nurture campaign strategies & increasing traffic to the corporate websites.

Content Syndication Metrics You Must be Tracking

Before heading into metrics, it’s essential to note that the correct metrics to measure your campaign rely on your goals and content type. For example, if your target is to enhance brand awareness then concentrating on top funnel metrics, CTR (click-through rates), and impressions on channels such as LinkedIn and YouTube are considered ideal.  

When your goal is to generate leads, you need to focus on a dedicated set of metrics. Measuring the quality of the lead is just as vital as quantity. To assess the effectiveness, try focusing on the following metrics:  

• Lead volume– Number of leads generated through the campaign 

• Lead quality– Number of leads certified as SQLs (Sales Qualified Leads) & MQLs (Marketing Qualified Leads)  

• Conversion rate– Number of leads who convert into paying customers  

• Sales cycle length– Average duration that a lead takes from the starter conversation to making the sale.  

By scanning these metrics, you can pick out high-performing content, optimize future campaigns, and refine your target audience for optimal results. Remember, the goal is to generate qualified leads that contribute to your campaign’s success.

Content Engagement Metrics

Understanding how your target audience interacts with your content is crucial. Content engagement metrics will unfold which content formats and topics resonate best. This will help you find your potential prospects and can help you discover their purchase intent. For instance, prospect sharing a social post or downloading the PDF attachment shows their active interest in your services. 

Evaluating engagement metrics also helps you learn where prospects are in their buyer journey. If they are downloading a white paper, it is possible that they are looking for detailed information. By customizing your sales outreach based on the content engagement metrics, you can spike your conversion rate.  

Some of the key engagement metrics are:  

• Asset download- Total count of time people downloaded the asset. 

• Webinar registration & attendees – Total number of people who signed up vs the actual attendees.  

• Social media shares– Total number of times your content got shared by prospects 

• Email forwards– Total number of times prospects that received your email had forwarded the content. 

• Amplification rate– Total number of shares divided by total number of followers, further multiplied by 100 to get a percentage.  

With the help of these metrics, you can gain helpful insights into the engagement by your ideal prospects and adjust your strategy accordingly.

Measuring Content Reach

To ultimately maximize the impact of your content syndication it’s important to expand your target audience. With the help of content reach metrics, you can specify the most convincing platforms and audience segments.  

Some of the key metrics are:  

• Total impressions- Number of times your content comes up on screen 

• Web traffic– Calculation of unique & repeat website visitors 

• Newsletter subscribers- Number of prospects who have signed up for the newsletter 

• Podcast listeners– Number of prospects who listen to podcast 

• Social network followers– Your follower count across social media channels 

• Publication readership– Average number of readers dedicated to a single piece of content 

By assessing these metrics, you gain insights into your content’s potential impact and content’s visibility. 

Understanding User Behavior

While engagement metrics are crucial for the success of content syndication, understanding user behavior is equally important. It helps you gain deeper insights. By learning how people engage with your content, you can recognize the improvement areas like revising the content of your asset and optimizing landing pages.  

Key user behavior metrics are: 

• Bounce rate: Percentage of prospects who left your website after only visiting a single page. High bounce rates indicate that the quality of your content is poor, and you aren’t able to provide a better user experience. 

• Page views: Total number of prospects that viewed your site. 

• Average time: Average time a prospect spends on your website. If they stay for a longer period, the content is pretty engaging.  

• Pages per session: Average number of pages visited by a prospect during a single session. Higher numbers signal exceptional content consumption. 

• Scroll depth: Average page length that a prospect scrolls down on a specific page.  

Contrarily, positive metrics such as high time on a page, lower bounce rate, and long scrolling indicate that your content strategy is effective.

Measuring Financial Impact

The success of syndicated content is measured through its financial return. You can assess this with the help of these 2 key financial metrics:

CPL (Cost per lead)

This indicates the cost spent on gaining one lead. It is specifically relevant to paid content syndication vendors, where assured CPL is negotiated depending on the target audience and budget. This gives you a clear idea of the investment needed to get the desired outcome. The paid vendors mainly use a data-driven approach to content syndication. This leads to quicker and more successful lead generation.  

To calculate your CPL, divide your total cost spent on content syndication by the average amount of leads generated from the latest campaigns.

Content Syndication ROI

This measures the complete return on your investment. It compares the CPL, converted leads, and a couple of other metrics against the total cost involving vendor fees. This will help you determine the financial impact generated through your content syndication efforts. A healthy ROI explains increased gain through content syndication.  

Always remember, these financial metrics along with the other content syndication metrics give you the complete view of your content syndication strategy effectiveness.

Improving the Impact of Content Syndication

If you want to get the desired outcome from your content syndication efforts, consider these strategies. It will help you improve the overall impact of content syndication.

Test different Types of Content

Discover different content types such as blogs, ebooks, podcasts, or videos. For example, some readers would instead read lengthy articles, while others may still be affected by the visuals or audio and video materials. That is why trying different formats can also help to find new ways of presenting the content and reaching more people. 

Choose the Right Keywords

Creating good content is not only about what you want to convey but also about how it is being conveyed. Always incorporate appropriate keywords so that search engines and other potential readers can access the content. Learn how to write good headlines that will entice people to click on the link. Ensure that you use good images that correlate with your content and depict the message you want to pass across while at the same time complementing the brand. Always ensure that you have a clear call to action that tells your audience what action to take next, whether it is to download an eBook, subscribe to a newsletter, or watch a video.

Keep an Eye on Your Competitors and Partners

Monitor how your competitors and partners are leveraging the art of content syndication. This can be useful to analyze your content look for strategies that work best and discover areas your strategy lacks. Looking at the content, the metrics, and the results, you can get ideas on what works best. It is also a chance to look for new ideas for topics or formats that one might not come up with on his or her own.

Repurpose content

Try to extend the lifespan of your content by reusing it in various formats like videos, infographics, or even podcasts. This ensures your content is used to its maximum capability and with different content types it targets prospects at multiple channels.

Conclusion

Measuring the ROI of content syndication is vital for maximizing its impact. By monitoring vital metrics such as engagement, lead volume, financial performance, and reach, businesses can achieve insights that can lead to effective content syndication campaigns.  

Looking to enhance the impact of your content syndication? Turn to Marketboats, your trusted B2B lead generation company with a good track record of success. Our experts provide customized guidance and leverage up-to-date tools to entrust you in measuring, maximizing, and optimizing content syndication efforts. Contact us now and explore how our complete approach can drive you towards your push goal.