How To Improve Content Marketing When ROI Is Low Grow Traffic

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How To Improve Content Marketing When ROI Is Low

You may have seen the letters ROI (Return Of Investment) a lot if you have been looking into SEO and marketing, but do you know what it means and how to improve content marketing when ROI is low?

Read on and we will tell you all you need to know…

What Is ROI?

For those of you that don’t already know, ROI (Return of Investment) is basically a way of measuring profit compared to how much money (capital) has been spent.

It is one of the key performance indicators (KPI’s) used by businesses all over the world.

Content Marketing Planning & Strategy

You can create as much content as you like, but even the most innovative content won’t generate much interest without a well-planned content marketing strategy.

The three main things to remember about content marketing and using it to improve low ROI are:


It goes without saying that the more money that is invested the greater your chances are of increasing ROI.  But, and this is important, it will only yield good results if used effectively. Which leads us to…

How Content Is Used

You can spend thousands of pounds on content but if it isn’t clear what your aims or goals are you may as well just be throwing leaflets out of an upstairs window hoping one lands on a passer-by who just happens to want your product.


In order to be able to tell how well your content is doing, you need to be able to measure its performance, finding out what is generating interest and adjust your content marketing strategy accordingly.

Any good and more importantly, effective, marketing strategy will carefully balance all three of these together.

Agreed Aims With Your Management Team

Lots of management teams may not know what their content marketing aims and goals are. Some may be able to tell you what they think they want but not what they actually need, as these two things are quite often totally different.

So, at as early a stage as is possible, get agreed aims and goals with your management team written down and distributed to everybody that needs to know.

Always be as specific as possible, if they say they just want you to put stuff on the *gestures wildly* internet, you need to know what, where and when.

Every piece of content has to be used for a specific reason and that same piece of content has to create interest and engagement.

What Websites And Social Media To Use

There is a tendency, especially with companies that are just starting up, to throw content everywhere and they end up not performing well on any of them.

Social Media for example, there is no put posting everything on Facebook, Twitter, Instagram, Snapchat, for no reason. Sure, if it’s content that will work well on all platforms then of course do so, but it often won’t be.

Some products are better suited to a marketing campaign on Instagram, some would be more effective on Facebook etc.

So, take time to do lots of research, and explain to your management team why you think it would be better to use content well, rather than just throw it at every company with www. at the beginning of its name.

It also depends on what the main aim is. If, for example, they want to increase their engagements or brand awareness with other businesses then LinkedIn may be more effective than Instagram.

They may want more people to go to their website so an SEO campaign with blog content could be more effective than focusing on Facebook or Twitter.

Quality Not Quantity

This is something that we say a lot at GrowTraffic, content has to be of a high quality, you need to aim to be better than what is already out there.

Writing 400 blogs that are generic and as interesting to read as the instructions on a packet of wallpaper paste, is a waste of time, effort and resources.

There are no hard and fast rules (if there was, I would be typing this from The Canary Islands, not Bacup) but if you follow these suggestions you should see the results.

Content has to be aimed at the right people. Who are you looking to engage with and why would they want to engage with you?

It needs to generate interest and cause a reaction with your audience.

You need to stand out from the crowd.

Stop them scrolling, you want to aim to get them to stop looking through their Facebook or twitter feed to read your content. Be careful with the style of content. A You Won’t Believe What This Man Did Next Buzzfeed type title may attract attention but won’t always be suited to the product or audience.

You want your content to make people do something after they have read or watched it.

A good example of this is a CTA (Call To Action) “If you think this is the potato masher you have spent your entire life waiting for then CALL US NOW ON 018118181”

It needs to incite action. CTAs have an enormous impact on engagement when done properly.

Keep a very close eye on how content is performing, check often and as often as you can. The quicker you adapt to what is (or isn’t) performing well the more successful your content marketing strategy will be.

Finally, keep up to date with developments in the world of content marketing and SEO. Websites like and Neil are 2 places to visit as often as you can.

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Hopefully, we have given you some tips and ideas on how to improve content marketing when ROI is low. Join us at the same time next week for another instalment of The Grow Traffic Show.

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