4 Rules to Drive ROI from Sitecore Content Hub

It takes both art and science to evaluate the effectiveness of content marketing.

Best part: Content hubs are a dream to measure. Because a content hub’s got depth, breadth, and flex. And it’s got data. Tons of data.

Hard Part: There’s tons of data, and it can be easy to drown in it if you don’t know what to measure. Which KPIs you pick to prove your ROI has everything to do with the particulars of your content hub, business goals, and audience.

To decode the art and science of data and content hubs, I worked with our Strategy and Analytics leaders at Altudo and was finally able to outline 4 top rules for determining content hub measurement priorities.

How to drive ROI from Content Hub?

Rule 1: First things first, measure what matters

The areas to start are reach and engagement, supposing you have a customer journey map and have matched the content you generate to it (social media for brand recognition, a whitepaper for the bottom of the funnel, a how-to guide for post-sale engagement).

You should likely track the number of unique visitors, the kind of devices (mobile, desktop, voice), and the geographic area served. Page views, bounce rates, and time on page are the standard engagement metrics. Social sharing is another useful measure to monitor. You should probably include sentiment in this metric list for your social media networks. Additionally, you should track conversions for all of your material.

Don't go overboard, though. There are several tools available to assist you in measuring, well, virtually everything. It doesn't necessarily make sense to measure something just because you can.

Use Sitecore's Engagement Value Score at this point to help marketers focus on the crucial KPIs and give them the right weighting. Make sure you're measuring what needs to be measured and avoiding getting swept up in a data storm of your manufacture regardless of the methodology you employ.

Rule 2: Start with your best-performing content

This should guarantee the good quality of your recycled content. The ROI potential of high-performing content is significantly higher than that of low-performing content. And it probably contains some helpful information that you may elaborate on. The wonderful thing is that repurposing your best material frequently produces better content than starting from scratch and getting unpredictably bad content.

Rule 3: Map out your content repurposing strategy

Once you are aware of your source content, it is time to plan out the repurposing procedure. You may, for instance, start with a series of films from a recent event that attracted a lot of attention and views. The next step might be to remove the audio and convert the text into a podcast or a series of blog posts. As an alternative, you might start with a whitepaper that responds to some of the typical inquiries your sales team receives and then adapt it for use in an email newsletter, a podcast, or a series of social media postings.

Rule 4: Modularize your content

The goal of creating modularized content is to reuse it. The best way to maximize the reusability of your content is to divide it into smaller bits called microcontent that serve as the building blocks for larger content pieces. This is particularly true given the popularity of some of the newest touchpoints, such as chatbots and voice-enabled gadgets, which function best with short, conversational bits of content.

Content modularization aids personalization initiatives as well. Modularization enables you to adjust only specific areas that are relevant to the target segment and channel, while utilizing the other sections as is, rather than having to recreate entire pieces of content for your various target segments and channels.

How Sitecore Content Hub ticks all the boxes?

• Accelerated time-to-market
• Increased reuse of your multichannel assets
• Atomic content creation
• Increased findability of assets
• Reduced number of misused assets
• Reduced digital content production time
• Improved compliance with privacy and security
• Advance content ROI capabilities

Wrapping Up

As a marketer, you need to create personalized experiences for your prospects and customers. And the easiest way to do that is to make tailored content for every stage of the buyer’s journey.

That’s not enough, you need to publish this content on the right channels at the right time. This can be overwhelming considering multiple tools, stakeholders, and processes.

Streamline it all with Sitecore Content Hub which allows you to synergize all your content initiatives. Plan, create, publish, manage, collaborate, and analyze content across channels all from a single platform.

In case you are exploring how you can consolidate or scale your content efforts into one place then Sitecore Content Hub is what you need. Reach out to us and our Sitecore experts will help you figure out how to boost your content marketing flywheel.