Content Marketing ROI: Cost per Article, Organic Traffic Value, Decay & Refresh
Price every article, model the traffic ramp-up, value organic clicks at the paid CPC, credit pipeline to content, catch decaying articles with flags and conditional formatting, compare refresh vs new, rank the portfolio 80/20 and chart the payback of an annual content plan, with every cell checked as you go.
The first lesson is free — no account needed.
About this course
A content marketing ROI course that measures the blog of one fictional software company, Fernhill Software, in a spreadsheet, for content marketers, SEO and growth managers, marketing analysts and agency teams. You price every article from writer, editor and design hours, compare actual traffic with a ramp-up curve and flag lagging articles, value organic clicks at the equivalent paid CPC and find each article's payback in months, credit opportunities and pipeline to the content they touched, catch decaying articles with IF(AND(…)) flags and a formula rule, compare refreshing an old article with writing a new one, rank the portfolio and count the articles that bring 80% of the traffic, and chart the payback month of an annual content plan. Fictional company, illustrative figures. The first lab is free.
Lessons
- Content Production Cost per ArticleFree
- Traffic per Article and the Ramp-Up Curve Pro
- Organic Traffic Value: the Equivalent Paid CPC Pro
- Assisted Conversions and Pipeline from Content Pro
- Content Decay Detection: Decline Flags and Conditional Formatting Pro
- Refresh vs New Article: Which Dollar Works Harder? Pro
- Content Portfolio Ranking: Top Performers and the 80/20 Rule Pro
- Annual Content Plan and Payback (Chart) Pro