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    How to Track Content ROI: A Step-by-Step Guide

    By Aaron Agius

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    There’s no doubt that content marketing can boost your brand awareness and improve public sentiment towards your company and its product offerings. 

    But for you to really make an impact on your business, you need to know whether you’re getting a good bang for your marketing buck -- and that means you need to figure out how much you're affecting the business' bottom line.

    Tracking the return on investment (ROI) of your content marketing efforts isn’t always an easy process, but there are ways to approximate the dollar value of each content piece you create with varying levels of complexity. Below, I’ll show you one process I use, as well as describe a few opportunities to go more in depth with your ROI calculations. I hope you find this tutorial helpful when it comes to maximizing the impact of your content ... Read More

    What Are Attribution Reports? [FAQs]

    By Rachel Sprung

    A marketer's job isn't easy. You constantly have to create content and promote it through different channels. But with only 24 hours in the day, you need to spend your time promoting the right content through the right channels to declog the right parts of your funnel. 

    So how do you do that?

    Read More
    How Authoritative Is Your Content? 7 Tools to Help You Find Out

    By Lisa Kasanicky

    If there’s one thing I love about yoga besides the catnap at the end, it’s that instructors will often remind you that the practice is not a competition. “Don’t let what others are doing affect your practice,” they’ll say. Or, “No one is grading you on your performance.” Lovely sentiments.

    But not in the content marketing world.

    Read More
    How to Decrease Your Website's Bounce Rate [Infographic]

    By Sam Kusinitz

    How sticky is your website? Are your visitors hanging around, or are they bouncing right off the page? Lucky for you, there's a metric for that.

    Your website's bounce rate is a metric that indicates the percentage of people who land on one of your web pages and then leave without clicking to anywhere else on your website -- in other words, single-page visitors.

    Read More
    A Simple Guide to Web Traffic Terms

    By Pamela Vaughan

    Views, visits, visitors -- it's all the same, right? Not so fast, speed racer. If that's your way of thinking, you could be misinterpreting your traffic data and making some ill-informed decisions.  

    Because lots of people tend to throw these various terms around all willy-nilly,

    Read More
    The Problem With Predictive Analytics

    By Corey Eridon

    Let's pretend you need to close 30 more customers to hit your sales target.

    Luckily, you just so happen to have a whitepaper with a customer close rate of 30%. You might assume that if you get 100 more people to download that whitepaper, you’ll get 30 more customers and everything

    Read More
    Which Marketing Analytics Should You Be Looking At?

    By Rachel Sprung

    Access to so much data has made marketing analytics overwhelming for many a marketer. We have traffic data, conversion data, lead data, email marketing data, social media data ... the list goes on. Figuring out what data to pull, and when, is the tricky part.

    While no two businesses are alike, often they'll find themselves facing similar problems, and

    Read More
    Content ROI Is a Myth

    By Kieran Flanagan

    As a profession, marketing has evolved a lot over the past 5 years. Previously, when asked to justify our marketing budgets, we used to squirm in our chairs and mutter something about “brand awareness.” Today, marketers want to measure the ROI on every tactic and channel they use.

    Figuring out the ROI of content, in particular, is hard and often misunderstood.

    Read More
    6 Ways Social Data Can Inform Your Marketing Strategy

    By Lisa Toner

    Social media has historically been a great conversational tool for businesses. It has enabled engagement and interaction between the brand and the consumer -- but as marketers, we crave more. We want to impact the bottom line, enable our sales team to be successful, and be an integral part of achieving the overall company goals.

    Read More
    New Data Reveals the ROI of Inbound [Free Report]

    By Ginny Soskey

    Every year, we like to check in with our customers to see how our software is working for their businesses. We team up with an MBA candidate at MIT Sloan to see just what kind of ROI our customers are getting out of our software. They send a survey to almost 2,000 customers and investigate those customers'

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    Twitter Releases Card Analytics: Here's How to Use 'Em

    By Ginny Soskey

    If there was a magic wand you could wave to suddenly make your Twitter presence more successful, I'd bet that most people on the platform would do it. More followers? More clicks? More retweets? All without any work? Sounds like a marketer's fantasy. 

    Well, I hate to break it to you, but there's no

    Read More
    Not Just for Data Geeks? Why Marketers Need to Know Excel

    By Erik Devaney

    Marketing definitely has an artistic side -- from writing compelling copy, to designing eye-catching visuals, to launching innovative campaigns. But in the digital age, in which data and analytics are increasingly becoming the de facto language of marketing (and sales) organizations, art has started to take a backseat to science.

    Read More
    15 Blog KPIs You Should Already Be Tracking

    By Pamela Vaughan

    Anyone who manages a business blog knows all too well that the darn things require quite a bit of commitment.

    The bright side is, they can also be extremely rewarding from a return-on-investment perspective. But how do you know if all that commitment is actually leading to a positive ROI? Analytics, my friends. Analytics. 

    Read More
    What Is Dark Social? [FAQs]

    By Ginny Soskey

    The last time you wanted to send your coworker a hilarious article, how did you do it? Tweet at them? Post it on their Facebook wall? Probably not ... their cube is literally two feet away from yours. I'd venture a guess you IMed or emailed it to them -- or maybe even asked them to walk over to your screen.

    Read More
    How to Create Custom Audience Segments in Google Analytics [Quick Tip]

    By Ginny Soskey

    I'm gonna be straight with you: Google Analytics is a beast. I've been learning and using it for over two years, but I'm still discovering new (or at least new to me) tools and reports that I should be using. With nearly a gazillion reports (okay, I'm kind of exaggerating here), it's easy to feel overwhelmed when you're trying to learn everything at once.

    Read More
    What Are UTM Tracking Codes? [FAQs]

    By Ginny Soskey

    One crucial aspect of being a great marketer is being able to measure your success. No matter which metrics you use, you want to prove to your boss and the company at large that you're worth your salt. You deserve your budget -- and maybe need more of it. You deserve to hire another person to supplement your marketing activities. You deserve to dedicate time to the marketing activities that work. 

    Read More
    Facebook Rolls Out New and Improved Business Page Analytics

    By Ginny Soskey

    Say hello to the new (and very improved) Facebook Page Insights! As we mentioned briefly in this morning's roundup, Facebook announced a pretty sweet update to Page Insights yesterday. Although it’s only available to a small group of page admins at the time, all page owners are expected to automatically receive them by the end of the summer -- so we wanted to make sure you, dear reader, knew exactly what is up. 

    Read More

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