We have already defined that, to generate traffic, we must create a good volume of materials and, to convert, we need excellent quality content, right? So, to define Return on Investment as a metric, we need to cover the entire funnel and, from there, analyze how many sales were generated in this process.
To do this, let's assume a company whose product is subscription-based social media management software.
Step #1 — Defining a Killer Post Mix
So, to begin, let's define what materials we will use to convert visitors into leads and then into customers.
For this fictional SaaS company, the content mix business opportunity seekers email list will be blog posts, a PDF e-book, and a webinar.
To simplify, we define the following classification:
blog visitors are prospects (top of funnel);
users who downloaded the e-book are leads (middle of the funnel);
users who watched the webinar are qualified leads for sales (bottom of the funnel).
Step #2 — Establishing the path from attraction to sale
Here, the Pareto Rule of Content Marketing applies. 80% of your posts will be top-of-funnel, and the remaining 20% will be middle and bottom-of-funnel.
So, with 10 materials, 8 will be blog posts, 1 will be the e-book and 1 will be the webinar.
With your 8 blog posts, you will generate traffic to your blog, and within them there should be calls to action and links for the user to download the e-book. This e-book, in turn, should be as complete and in-depth as possible, and at the end of it, there should be a CTA for the webinar.
Next, the webinar content should focus on topics related to the unique value proposition of what you sell . At the end of the webinar, the product is offered.
Step #3 — Calculating Prices
Before you can get a return, you need to make an investment. So, it's good to know how much money you'll need for that investment.