Content marketing guide: The keys to creating engaging content

What is content marketing?

Content marketing is a technique that consists of producing and distributing quality content for a defined target, in order to grow a company’s customer acquisition. The content created has a dual objective: provide useful information for the company’s target, and generate a positive business impact for the company.

In this guide, discover content marketing, a long-term strategy focused on the creation and distribution of high-value content. This pillar of inbound marketing aims to attract visitors and grow customer acquisition thanks to relevant, useful content.

Semji helps you create quality content and increase your traffic: our SEO solution analyzes your sector in depth, studies your needs, and creates a custom strategy to lift you to the top of search results.

Content strategy: what is it?

Content marketing is a technique that consists of creating and distributing useful, engaging content to attract and retain a target audience. The content created has several goals:

Increase awareness;
Generate traffic;
Convert prospects;
Retain customers.

Why invest in content marketing?

Content marketing fits perfectly into an inbound marketing strategy because it lets you attract prospects naturally thanks to quality content adapted to their expectations and problems. It rests on the following principles:

Attract: quality, relevant content draws prospects’ attention by answering their needs;
Convert: thanks to calls to action and engaging content, you can guide your visitors through their buying journey and turn them into leads;
Retain: by regularly offering content adapted to your customers and high in added value, you retain your audience and encourage recommendations;
Build authority: you improve your credibility in the sector thanks to quality content;
Improve SEO: content relevant to users strengthens a website’s visibility.

In short, content marketing is a key lever for generating qualified leads and favoring their conversion into customers, by providing content that answers their needs and expectations. It is, however, a lever that takes a lot of time. You can save some by relying on a content marketing tool such as Semji.

Our SEO solution helps users design content that perfectly meets search-engine requirements as well as those of your audience. Semji notably shows you users’ search intents on a given keyword and surfaces information on your SEO competitors (content outlines, topics covered, vocabulary, length, and so on).

You know exactly how to write your content so that it performs and brings you a return on investment. Feel free to try Semji now, for free!

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Illustration: Guide Content Marketing Etapes

7 steps to define your content marketing strategy

To define a high-performing strategy in content marketing, here is a series of important steps to carry out.

1. Define your buyer personas

Defining your buyer personas consists of describing the different types of customers of your company according to several criteria: function, gender, age, and so on. By basing yourself on the stakes and problems of your different buyer personas, you will be able to create more relevant, high-performing content.

2. Carry out a semantic study

A semantic study lets you obtain a global view of users’ topics of interest related to your sector, notably from Google keywords and their search volume. Thanks to this study, you will notably be able to prioritize the topics that will have the most impact on your business.

3. Define your goals

Like any marketing campaign, it is important to set goals to evaluate the performance and profitability of your content marketing actions. In general, a content marketing campaign lasts a minimum of 6 – 12 months to be able to evaluate its impact.

In terms of quantified goals, you can choose among the different KPIs linked to content marketing, for example: a gain in traffic, in conversions, or a drop in the cost of lead acquisition.

4. Plan the content

Succeeding in publishing quality content regularly for your audience is one of the main stakes of content marketing. Thanks to putting an editorial calendar in place, you can define the content to create several months in advance. You will thus obtain a global view of the topics to cover and better control of the production flow.

5. Create the content

Creating content is good; creating content better than your competitors on a given topic is better. That is the goal to set yourself to obtain optimal performance. In parallel, Google generally being the most important acquisition channel for a piece of content, SEO optimization is a primordial step.

6. Distribute the content

Once the content is online, the main stake is to capture as much traffic as possible, in order to grow customer acquisition. Among the techniques, you often find publication on the company’s social networks, distribution by newsletter, or Employee Advocacy.

For content with a good conversion rate, launching paid advertising campaigns lets you accelerate customer acquisition, for example with Facebook, Twitter, or via networks such as Taboola and Outbrain. To obtain traffic in a lasting, profitable way, SEO represents the main acquisition channel.

7. Analyze performance

Each piece of content represents a cost for the company. By analyzing their performance, you will refine your content marketing strategy in order to improve its profitability. You will draw lessons from the content that attracts the most traffic and conversions.

An SEO performance analysis will also let you optimize each piece of content to capture more SEO traffic.

Illustration: Guide Content Marketing Elements

What are the elements of content marketing?

Content creation: the different types to favor

Today, the large majority of companies use content marketing to grow their awareness and customer acquisition. To diversify your strategy, here are the content formats most used in content marketing:

Blog articles: They let you demonstrate your expertise on a given topic and attract qualified traffic to your site.
Guides and digital books: These long, detailed pieces of content are an excellent way to provide value to your audience.
Videos: Increasingly popular, they can be used to explain a concept, present a product, or tell a story.
Infographics: These visual pieces of content let you present complex information in a simple, attractive way.
Case studies: They concretely demonstrate how your product or service helped a customer.
Webinars or online conferences: They offer real-time interaction with your audience, which can strengthen engagement.

Each type of content has its own advantages and can be used at different stages of the sales funnel. The choice of format depends on your audience, your goals, and your resources.

1. Blog articles

Blog articles are an essential type of content in a content marketing strategy. They not only let you generate traffic on your site, they also let you demonstrate your expertise on specific topics.

There are several types of blog articles you can create:

Informative articles: They are intended to educate your audience on a precise topic.
Listicles: This type of article presents information in list form, which makes reading and understanding easier.
Guides: They provide advice or step-by-step instructions on how to accomplish a specific task.
“How to” articles: They answer specific questions from your audience.

It is crucial to choose the right type of article based on your audience and the message you want to convey. Optimizing your articles for SEO is also a key element for attracting more visitors to your blog.

2. Infographics

Infographics are a content format increasingly prized in content marketing. They let you simplify complex information and present it visually, making the data more digestible and easier to understand.

This format is particularly effective for transmitting numerical data or information that requires a visual representation to be understood.

As part of a content marketing strategy, infographics can be used to:

Present data in an attractive way: visuals are often more telling than a long text.
Stimulate engagement on social networks: infographics are very shareable and can generate a great deal of interaction.
Increase the visibility of your content: a well-designed infographic can attract attention and encourage reading of the associated content.

Creating an infographic requires some preparation. It is essential to start by collecting and organizing the data to present. The design of the infographic must then be thought through to maximize its impact.

3. Videos

Using videos as part of content marketing is an increasingly widespread practice. Video lets you transmit messages in an immersive, engaging way, thereby capturing the audience’s attention effectively. It can be used to present a product or service, explain a concept, or tell a story.

There are several types of videos you can integrate into your content marketing strategy, including:

Brand videos: they serve to strengthen the company’s image and transmit its values.
Product videos: they present a product or service in detail.
Demo videos: they show how to use a product or service.
Explainer videos: they let you explain a concept in a clear, concise way.
Educational videos: they aim to inform and educate the audience.
Testimonial videos: they highlight customers’ feedback.

The goal of these videos can vary: they can serve to attract new prospects, convert them into customers, or retain existing customers. The choice of the type of video to produce depends on your goals and your target audience.

Videos have a strong viral potential and are able to hold viewers’ interest for a long time. They also let you rank better in search-engine results pages.

Podcasts

Podcasts have become an indispensable content format in a content marketing strategy. They offer a friendly, accessible way to share relevant information, while allowing you to establish a close relationship with the audience.

Indeed, podcasts have the advantage of being “portable,” meaning they can be listened to anywhere and at any time, thus offering a flexibility that other content formats do not have. They let you reach a new audience: people who prefer to consume audio content rather than text or video.

There are several types of podcasts you can create, depending on your goals and your field of activity. For example, interview podcasts, practical advice, customer testimonials, industry watch, and so on.

White papers

White papers are another essential content format in content marketing. They are generally more detailed and informative than blog articles, thus allowing you to communicate in-depth knowledge on a precise topic.

Often used as part of B2B strategies, white papers aim to attract and educate a targeted audience, while strengthening your brand’s credibility. They can cover a variety of topics, ranging from practical advice to in-depth market studies.

By offering a white paper as a free download on your site, you can:

Demonstrate your expertise in your field
Generate qualified leads
Favor your audience’s engagement.

Case studies

Case studies are a powerful content marketing tool, allowing you to concretely demonstrate the effectiveness of your products or services and thus guarantee your credibility. They can take different forms: blog articles, videos, podcasts, or presentations. They can be short or long, depending on the amount of data and information collected.

They can be used for several goals:

Show the effectiveness of your product / service;
Illustrate the application of your products / services in various contexts;
Educate your audience on specific problems and how your products/services can solve them.

For an effective case study, it is essential to define the problem well, clearly explain the solutions implemented, and present the results in a comprehensible, engaging way.

Newsletters

Newsletters are an essential way to stay in contact with your audience, retain customers, or promote your latest content. They are generally sent by email to a database of prospects, customers, or partners who have chosen to subscribe.

These information bulletins can serve several goals:

Inform about company news;
Share advice and tips;
Present new products or services;
Mention promotional offers.

Webinars

Webinars are online seminars that let you engage your public directly, share knowledge, or present products/services. They are particularly appreciated for their interactive character, offering participants the possibility to ask questions.

The webinar is ideal for:

Lead generation: Webinars are an effective tool for generating qualified leads. By offering valuable content, they attract prospects interested in your field of activity.
Product / service demonstration: Webinars let you present your products or services in detail, show how they work, and explain their advantages.
Training and education: Companies often use webinars to train their customers, their partners, or even their employees. They can cover various topics, ranging from product news to best-use practices.
Brand credibility and awareness: By offering quality webinars, you can strengthen your image as an expert in your field and increase your brand’s awareness.

Illustration: Guide Content Marketing Redaction

How do you write punchy content marketing?

Understanding your audience is the first step to creating attractive, relevant content.

You need to know who the people you want to reach are, what their interests are, their needs, their content-consumption habits.

Identification of the target audience: Knowing your audience’s profile is primordial. It means understanding their demographic characteristics, their interests, their online behavior.
Understanding of needs and expectations: What are your audience’s interests? What problems are they trying to solve? What are they looking for in terms of content?
Possible objections: What are your audience’s barriers relative to your offer?
Analysis of content-consumption habits: What types of content does your audience consume? On which channels? At what frequency?

This information will help you create content that resonates with your audience, that answers their needs, and that is distributed on the channels they use.

1. Understanding your audience

Understanding your audience is the first step to creating attractive, relevant content. You need to know who the people you want to reach are, what their interests are, their needs, their content-consumption habits.

Identification of the target audience: Knowing your audience’s profile is primordial. It means understanding their demographic characteristics, their interests, their online behavior.
Understanding of needs and expectations: What are your audience’s interests? What problems are they trying to solve? What are they looking for in terms of content?
Possible objections: What are your audience’s barriers relative to your offer?
Analysis of content-consumption habits: What types of content does your audience consume? On which channels? At what frequency?

This information will help you create content that resonates with your audience, that answers their needs, and that is distributed on the channels they use.

2. Finding original ideas

To find original content ideas, several techniques can be used:

Use brainstorming tools: Online tools such asBuzzsumo orUbersuggest can help generate ideas based on popular topics or current trends.
Draw inspiration from news and trends: You can use monitoring tools such asGoogle Alerts or survey social networks.
Spy on the competition: Looking at what your competitors do can inspire you. However, the idea is not to copy them, but to learn from their successes and failures.
Ask your audience: Your customers and prospects are a valuable source of inspiration. Their questions, comments, and reactions can help you identify topics that interest them.
Exploit your existing content: You can reuse, update, or reformat content you have already created.
Browse social networks and web communities: These platforms are full of discussions and debates that can give you content ideas.
Carry out a semantic audit and a competitive benchmark: That will let you understand which topics are popular in your field and how you can cover them in a unique, interesting way.

The essential thing is to stay attuned to your market and your public, and always be ready to experiment and innovate.

3. Adopting the right tone

In a content marketing strategy, adopting the right tone is crucial to establish a connection with your audience. The tone must be in line with your brand identity and reflect your company’s values. It must also be adapted to your target: a formal tone for a professional audience, more relaxed and friendly for a young audience, entertaining for a broad public, and so on.

It is also vital to maintain consistency in the tone used across all of your content. Whether blog articles, infographics, videos, podcasts, white papers, case studies, newsletters, or webinars, the tone must be the same to strengthen your brand image.

Here are a few keys to adopting the right tone:

Define your brand identity: your tone must reflect who you are as a company.
Experiment: do not hesitate to test different tones to see which one resonates best with your audience.
Be authentic: today’s audiences value authenticity, so it is important to stay true to yourself.

Finally, the tone must be in line with the goal of the content. For example, content aiming to inform will have a more neutral, objective tone, while content aiming to convince can adopt a more persuasive tone.

4. Taking care of organic search (SEO)

To optimize your organic search (SEO), several elements should be considered:

Keyword research: Identify the terms your target audience uses to carry out their online searches. These keywords must be integrated naturally into your content.
Creating quality content: Search engines favor relevant, informative, high-quality content. Focus on creating content that brings value to your audience.
Technical optimization: Make sure your site is easily accessible and navigable. That includes using title tags and meta descriptions, structuring your content with H1, H2, H3 tags, and so on, and optimizing your site’s speed.
Backlinks and internal linking: Inbound links from quality sites can improve your ranking. That can be achieved through partnerships, guest blogging, or viral content. Also do not forget to link your content with your other pages.
Mobile-first: Your site must be optimized for mobile devices, because a large part of the audience uses their smartphone to access content online.

Finally, do not forget that organic search (SEO) is a long-term process that requires time and constant effort to keep your content at the top of search results.

5. Using the AIDA method

The AIDA method is a proven marketing tool for creating punchy content. The acronym AIDA represents the four key steps that lead to converting a prospect: Attention, Interest, Desire, and Action.

Attention: The first step consists of capturing your audience’s attention. That can be achieved with a catchy title, a striking image, or an intriguing start to the text.
Interest: Once the reader’s attention is captured, you have to spark their interest in the topic. You can do that by presenting surprising facts, statistics, or testimonials.
Desire: Next, you have to create desire for your product or service. That can be achieved by highlighting the advantages of your offer and how it can solve the reader’s problems.
Action: Finally, you have to encourage the reader to take action, whether buying a product, signing up for a newsletter, or clicking a link.

This method can be applied to all kinds of content, from blog articles to marketing emails to sales pages.

Illustration: Guide Content Marketing Strategie

How do you succeed with your content marketing strategy?

New content marketing trends to follow

Generative artificial intelligence

The smoothing of the keyword-research process thanks to AI is a crucial evolution. It will allow content marketing professionals to save time and focus on producing quality content.

Generative AI thus lets you quickly create lists of relevant, organized keywords, and find synonyms and related terms to enrich their content. SEO writers therefore have a significant interest in exploiting it in their keyword research.

Another possibility of AI: generating a first optimized version of structured content. Thanks to this feature, generative AI is likely to become a central pillar of content marketing and SEO writing strategies.

Finally, generative AIs such as ChatGPT will transform the search experience via Google SGE. They will impact SEO by making content production easier and drastically changing search-engine results pages. The value of the content, its expertise, and its usefulness for the user will therefore be crucial to stand out from automated answers. Originality will also be a key factor in the face of AIs.

Video marketing

Video marketing is a major content marketing trend. This format is appreciated for its ability to capture the audience’s attention and transmit messages effectively. In addition, video is particularly effective for generating leads and increasing conversion rates.

Snack content: Tutorials, mini-reports, and so on. These short, dynamic pieces of content are ideal for capturing attention in a context where users are often overloaded with information.
Transparent communication: Consumers are increasingly looking for authenticity and transparency from brands. Videos let you show behind the scenes of a company, highlight its values, and create proximity with the audience.
Live videos: Livestreams offer an interactive way to communicate with the audience, whether to present a new product, organize a Q&A, or share an event.

Furthermore, augmented reality is beginning to integrate into video marketing strategies, offering new possibilities for interaction and engagement. Finally, it is essential to note that companies of all sizes can adopt video marketing, the cost of creating online videos becoming more and more accessible.

Interactive content

It is essential to offer a real user experience. Faced with the rise of generative-AI chatbots, the interactivity of your site will be a real point of differentiation.

Optimal support in the conversion funnel will also be fundamental to keep visitors on your site. Do not hesitate to offer simulators or quizzes and to favor exchange with your audience via comments or forums. You can also add downloadable content, insert multimedia, and so on.

The goal: accompany the user toward conversion by making the content lively and personalized.

Ultra-personalization

Ultra-personalization is establishing itself as an indispensable trend. It consists of adapting content based on the preferences and individual behaviors of each user.

Thanks to access to users’ personal data, content can be adapted to each profile. Writers will have to anticipate this trend by segmenting their audience further, identifying key personas, and creating specific content for each of them.

To succeed, it is crucial to collect qualitative data on your audience to understand their needs and expectations.
Ultra-personalization is particularly effective in email marketing, where content can be adapted to each recipient to create a unique experience.
Companies that succeed in operationalizing “mass ultra-personalization” stand out from the competition.
AI tools can be used to analyze consumer data and recommend relevant content.
However, ultra-personalization presents challenges, notably the need to maintain a consistent brand image while offering personalized experiences.

Live content

Live content is booming and becoming a common practice in content marketing. It offers a unique, authentic experience to the audience, creating a strong bond between the brand and its consumers.

Lives on social networks such as Instagram, Facebook, YouTube, or evenTwitch are highly appreciated for their interactivity: spectators can ask questions in real time and get immediate answers.
Webinars, for their part, let you go deeper on a precise topic, demonstrate products or services, or share practical advice.
Audio rooms, such as Clubhouse and Twitter Spaces, offer a live listening experience, strengthening the feeling of belonging to a community.

These live content formats can generate a significant increase in conversion rates, notably for e-commerce. However, they require good preparation and dynamic hosting to capture and maintain the audience’s attention.

Google Discover

Google Discover is a Google feature that offers a personalized selection of content to users, based on their search habits and interests.

This platform offers a new opportunity for content marketing, by allowing brands to reach a wider, more targeted public.

Two key elements for appearing on Google Discover are:

Create quality content that sparks the user’s interest. That can be blog articles, infographics, videos, and so on. The format must be adapted to the target public and the theme.
Ride the trends. Google Discover favors news content or content linked to the user’s interests. Tools such as Google Trends can help identify popular topics of the moment.

To optimize your content for Google Discover, it is recommended to use high-quality images, take care with the layout, and respect SEO good practices. The goal is to offer a pleasant, engaging reading experience on mobile.

Illustration: Guide Content Marketing Visibilite

How do you promote and improve the visibility of your content?

Another essential aspect of the content marketing strategy: content distribution. You may be wondering how to reach your audience with as much precision as possible? Here is our advice.

Organic search or SEO

Organic search, also called SEO (Search Engine Optimization), is a key component of content promotion. It lets you make your content more visible on search engines such as Google.

This technique rests on several pillars:

Technical optimization: that includes the site structure, loading speed, security, or mobile compatibility.
The content strategy: it is essential to create quality content, in line with your audience’s expectations and the relevant keywords for your sector.
Netlinking: acquiring quality inbound links (backlinks) improves your site’s awareness and therefore its position in search results.

The results of SEO are not immediate, but it is a lasting, profitable strategy over the long term. In addition, good organic ranking favors the user experience, a criterion increasingly taken into account by search engines.

Social networks

Social networks constitute a powerful platform for promoting your content and reaching a wider audience. Each social network has its own audience and its own content formats, so it is crucial to choose those that best match your target and your goals.

Facebook offers a wide variety of content formats and a large, diverse audience. It is particularly effective for sharing blog articles, videos, and infographics.
LinkedIn is the network of choice for B2B content. It is ideal for sharing in-depth articles, white papers, or case studies.
Instagram and Pinterest are very visual, perfect for sharing infographics, product photos, or short videos.
Twitter is ideal for sharing news, blog articles, and for engaging directly with your audience.

Do not forget to adapt your content to each platform to maximize its impact. Use social-network analysis tools to measure the performance of your publications and adjust your strategy accordingly.

Word of mouth

Word of mouth is a content-promotion method that rests on the sharing of information between individuals. In a digital context, that can take the form of shares on social networks, comments on blogs, personal recommendations, but above all backlinks.

To encourage word of mouth, it is crucial to create quality content that brings value to your audience and sparks the desire to share it.
Word of mouth can also be stimulated by strategies such as customer referrals, press relations, brand-ambassador programs, or share-incentive campaigns.
In addition, authenticity and transparency are key factors to encourage people to talk about your content and your brand. Users are more likely to share content they judge honest and trustworthy.
Finally, word of mouth can be particularly effective for reaching specific audience segments, which might be less accessible through other promotion channels.
Finally, this method can let you obtain backlinks that will allow you to increase your website’s authority.

Partnerships

Partnerships represent an effective method for increasing the visibility of your content. This type of collaboration can take different forms:

Content partnership: This consists of creating content in collaboration with another brand or an influencer. This content will then be shared on each party’s platforms, allowing you to reach a wider, more diverse audience.
Affiliate marketing: This type of partnership involves promoting another brand’s products or services in exchange for a commission on each sale made thanks to your promotion.
Agency partnership: Here, a digital marketing agency can be hired to promote your content on different channels and optimize your content marketing strategy.

It is crucial to choose partners who share your values and who have an audience similar to yours to guarantee the effectiveness of these collaborations.

Press relations

Press relations (PR) are an effective way to distribute your content to a wider, more diverse audience. They consist of establishing relationships with the media, journalists, and influencers relevant to your sector.

Press releases are classic PR tools, allowing you to share your news and your content in an official, structured way.
Press kits can be used to present an event, a product, or a study from your company exhaustively.
Press conferences let you communicate directly with journalists and create a more personalized interaction.

It is also possible to use tools such as Cision to identify the key actors to target in your PR. Finally, PR can be complemented by influencer marketing, which involves working with influencers to promote your content to their audience.

Becoming a source for Google SGE

By creating content recognized as a source for Google SGE AI, your site could appear directly in its answers. You will therefore have to seize all the opportunities linked to Google SGE to capture traffic.

How do you do it?

Write precisely, with bullet lists if needed;
Regularly update your content;
Add numerical data and reliable external sources;
Optimize your tags and meta descriptions;
Favor short sentences and simple vocabulary.

Content with strong EEAT criteria (Experience, Expertise, Authoritativeness, Trust) will have more chances of being considered relevant and reliable by Google, and will consequently obtain a better ranking on queries with strong user intent.

Faced with the arrival of Google SGE, showing your expertise in a credible way is becoming indispensable. That is why you will have to strengthen the EEAT criteria of your content further.

Illustration: Guide Content Marketing Performance

How do you measure your content marketing performance?

The most used KPIs in content marketing

Measuring the effectiveness of your content marketing strategy is crucial to understand the results of your efforts and optimize your actions. For that, you must put in place key performance indicators (KPIs) specific to your content strategy. Here are the most commonly tracked:

Traffic generated

The traffic generated by your content is an essential indicator for evaluating its impact. It can be evaluated in number of visits, page views, or unique visitors on your site. For a finer analysis, you can segment this traffic according to several criteria:

The acquisition channel: direct, organic, referral, social, email, and so on. That will let you identify the channels that generate the most visits to your content.
The type of content: blog articles, videos, infographics, and so on. That will help you know which formats attract your audience the most.
The keywords: which keywords directed traffic to your site? That will give you an idea of the topics that interest your audience the most.

It is also interesting to measure the evolution of traffic over time to see if your content marketing efforts are paying off. For that, you can use tools such as Google Analytics or Semji.

Engagement rate

The engagement rate is a key indicator that measures the level of users’ interaction with your content. It gives an idea of the degree of involvement of your audience toward your publications.

It is calculated based on the number of interactions (likes, comments, shares, clicks, and so on) relative to total reach, the number of followers, or the size of the audience reached.

The higher your engagement rate, the more your content is considered relevant and attractive, which can lead to greater visibility and, ultimately, a higher conversion.
To optimize your engagement rate, it is crucial to produce quality content that truly resonates with your audience. It can be useful to experiment with different types and formats of content to see what generates the most engagement.
In addition, it is important to regularly monitor your KPIs to identify trends and adjust your strategy accordingly.

Conversions

Conversions are an essential indicator for evaluating the effectiveness of a content marketing strategy. They represent the passage of a visitor to a more engaged status, such as a prospect or a customer.

Conversions can take several forms, such as:

Signing up for a newsletter;
Downloading a white paper;
Buying a product;
Requesting a quote, and so on.

The conversion rate, which measures the percentage of visitors who complete a specific action on your site, is a crucial KPI for optimizing your content marketing strategy.

To improve this rate, several elements can be optimized, such as the quality of the content, the clarity of the call to action, or the user experience on the site.

Finally, it is essential to regularly track your conversions and analyze the results to adjust your strategy accordingly.

ROI or return on investment

ROI, or Return on Investment, is a key measure allowing you to evaluate the profitability of your content marketing strategy. It is calculated by taking the difference between the revenue generated by your content and the costs associated with its creation and promotion, all divided by the costs.

Calculation formula: ROI = (Revenue generated – Costs incurred) / Costs incurred x 100

To measure your ROI precisely, you must take into account various components:

Cost of the content produced: time spent, resources used, and so on.
Use of the content: number of times it has been shared, consulted…
Performance of the content: conversions generated, prospects attracted…

It is crucial to track this indicator regularly to understand the effectiveness of your efforts and adjust your strategy accordingly.

The INP criterion

INP, or Interaction to Next Paint, is a crucial criterion in content marketing to measure the reach of your content on the web.

In 2024, the INP criterion will be very important since it will replace FID in Google’s Core Web Vitals. Writers will have to take this change into account in page-speed optimization.

Unlike traditional KPIs, INP does not focus on users’ direct behaviors (clicks, likes, conversions…), but rather evaluates the responsiveness of the user interface.

To measure INP, you can rely on tools such as:

PageSpeed Insights,Lighthouse orWeb.dev
Google Search Console.

The INP criterion takes into account the overall interaction duration on a web page. To offer a good user experience, INP should be under 200 ms.

Other KPIs to track

The cost per visit, per conversion, and per customer.
Traffic by acquisition channel: organic, social…
User behavior: bounce rate, number of pages per session, time spent on the website.
The gain in visibility in Google: positions and keywords.
The number of Referring Domains acquired (links from referring websites).
The number of shares on social networks and the gain in subscribers.

Boost your visibility with our SEO solution

Looking to grow your customer acquisition thanks to an effective content marketing strategy? What if you turned to a content marketing tool specially designed to improve the performance of your content?

Semji offers a great many features to help you implement your content marketing strategy. Thanks to our platform, you can:

Quickly identify the most relevant keywords for your field of activity;
See your competitors’ content at a glance in search engines;
Select the topics and themes that interest your audience;
Write content whose SEO performance will be evaluated in real time thanks to Semji’s Content Score.

Semji also integrates a premium writing AI, Atomic Content, to save you time in producing your different types of content. You can thus focus on how to show your expertise on topics that concern your audience.

Also boost the performance of your marketing teams thanks to the collaborative publishing calendar. In a few seconds you can see the status of your content production and the people in charge of it!

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