eBooks

You can drill down further into each blog piece to better understand the types of content that are driving blog readership. Is your top content how-to guides, infographics, or industry-re- active pieces? Pageviews, unique pageviews, and average time on page are just a few of the metrics that allow you to better understand the type of content that's doing the best. Discoverability You should check the strength of your content by evaluating the search engine results page (SERP) for your pieces. SERPs are the listing of results returned by a search engine in response to a keyword query. For example, if you write a piece on "The Sustainability of Tablets", you can type these keywords into Google to see where your piece falls in the search rankings. Pieces with target- ed keywords that people regularly search (this goes back to using the Google Keywords Tool from Act 2), and a piece that gets more visitors will raise your content's discoverability on SERPs. Remember that since ever- green content is timeless and relevant to your audiences, it's likely to be searched for and clicked on for a long time. Customer Acquisition Costs & Revenue Like any other marketing tactic, it's im- portant to have a handle on the costs and revenue of your content market- ing efforts. Your content marketing costs might include variables such as salaries, promotion tactics, and any tools you're using to aid in the process. Once you understand your costs, the next step is to measure your leads, and then the number of leads that convert into paying customers. Your customer acquisition costs (CAC) are your costs divided by the number of customers 14 Behind the Scenes of Content Marketing 8 9

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