Describing revenue and ROI for blog/article content to #SaaS #SEO clients [🧵]
Everyone wants to know what the money looks like and where it comes from.
Here is my experience from running #contentmarketing strategies for years.
Everyone wants to know what the money looks like and where it comes from.
Here is my experience from running #contentmarketing strategies for years.
Content and SEO can feel a bit like playing battleship with your clients' customers.
The general hurdles of any campaign:
- Accurate / interpretable ICP data
- Workflows to produce / scale blog post publishing
- Having inhouse SMEs
- How much of a topic are you willing to cover
The general hurdles of any campaign:
- Accurate / interpretable ICP data
- Workflows to produce / scale blog post publishing
- Having inhouse SMEs
- How much of a topic are you willing to cover
How much revenue a blog post will produce is impossible to determine.
You need a perfect mix of meeting a customer at the right moment, with the right amount of content, and a product they're looking for within their budget.
You need a perfect mix of meeting a customer at the right moment, with the right amount of content, and a product they're looking for within their budget.
A blog post about marketing automation might make an automation company 💰.
The same post for a marketing agency might help retain a client or work as an upsell opportunity.
Another company might simply use it to build a cluster/rank for other related keywords.
Or all 3.
The same post for a marketing agency might help retain a client or work as an upsell opportunity.
Another company might simply use it to build a cluster/rank for other related keywords.
Or all 3.
ROI from content is going to come from a few areas:
- New organic traffic
- Returning organic traffic
- Warm leads (distribution to email - subscribers/demo attendees, social media/other owned channels)
- Current customers (similar to above)
- New organic traffic
- Returning organic traffic
- Warm leads (distribution to email - subscribers/demo attendees, social media/other owned channels)
- Current customers (similar to above)
SEO is meant to bring in new organic traffic. If you're going to maximize the value of a blog, you'll need to distribute and repurpose it.
You don't want to sit around and wait for it to make you money.
Your brand should become known for that topic - aka you need to share it
You don't want to sit around and wait for it to make you money.
Your brand should become known for that topic - aka you need to share it
Direct revenue from content via organic traffic isn't typical.
People who find you organically via a blog are likely somewhere between the top and middle of the funnel.
They're learning or shopping around.
People who find you organically via a blog are likely somewhere between the top and middle of the funnel.
They're learning or shopping around.
If you're getting direct revenue or last click revenue from the blog, it's likely bottom of the funnel content.
Your company vs another
Your product vs another
Your service vs another
Listicles
Etc.
Your company vs another
Your product vs another
Your service vs another
Listicles
Etc.
Organic traffic revenue from content, whether we like to admit it or not is a mixture of 4 things:
- Amount of content (amount of traffic)
- Relevance of content to your audience
- Distribution strategy
- Trust and community built around your brand
- Amount of content (amount of traffic)
- Relevance of content to your audience
- Distribution strategy
- Trust and community built around your brand
If your other marketing departments are creating a story and an awesome experience for your customers, you're going to more easily generate revenue with organic leads via your SEO investments.
The existence of your blog is not always enough to make your company money.
The existence of your blog is not always enough to make your company money.
In SEO, we (for very competitive spaces) need to create relevant pieces of content that will possibly never create a conversion.
This content makes you look like an expert to your customers/tells Google you're an authority covering subtopics about a main topic. It helps rankings
This content makes you look like an expert to your customers/tells Google you're an authority covering subtopics about a main topic. It helps rankings
A lot of your revenue will come from a small number of your most relevant blog posts.
These and other blogs are meant to push people around your content and into your main marketing pages for 💰💰💰.
These and other blogs are meant to push people around your content and into your main marketing pages for 💰💰💰.
You can bet HubSpot makes no revenue on the majority of their organic content traffic.
But their entire ecosystem of marketing, distribution, and product make them piles of 💰💰
But their entire ecosystem of marketing, distribution, and product make them piles of 💰💰
A lot of the exponential growth in revenue from content will likely come after you've created a certain threshold of content.
This revenue will feel like passive income as more content brings in more traffic and more for readers to learn from.
This revenue will feel like passive income as more content brings in more traffic and more for readers to learn from.
One of the most valuable conversions for SEO traffic is email leads. This allows you to continue nurturing, educating, and entertaining your audience.
Your content can generate six figures per month from email leads while you wait for it to rank.
Your content can generate six figures per month from email leads while you wait for it to rank.
For a lot of SEO campaigns, ROI seems to explode for companies between year 1 and 2.
This has to do with backlinks, volume of content, and authority from a consistent publishing schedule.
This has to do with backlinks, volume of content, and authority from a consistent publishing schedule.
You can more quickly ramp up revenue on blog content by more quickly producing content.
You need the staff and/or the budget to make that a reality.
You need the staff and/or the budget to make that a reality.
The important part about understanding content and ROI is it's not a simple money in = money out equation.
It's a content marketing strategy first with SEO applied to it.
The content will need love and attention like any other part of your brand.
It's a content marketing strategy first with SEO applied to it.
The content will need love and attention like any other part of your brand.
And if you're investing $1000 per month - don't expect to spend $24,000 over 2 years and be generating $1,000,000s.
Be realistic about investments. If you spend $100,000s per year, then we can start talking about you making $1,000,000s + per year.
Be realistic about investments. If you spend $100,000s per year, then we can start talking about you making $1,000,000s + per year.
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