What’s your company’s cost-per-acquisition (CPA)? CPA is the cost of investment you’ve made in every conversion—whether it’s a sale, newsletter sign-up, click-through, etc. Take a look at PPC, advertising, lead generation and other initiatives that drive traffic to your site and prospects to convert. (It has a biblical ring, doesn’t it?) Calculate with this equation:

Total Click Costs / Number of Conversions = CPA

Now how would you like to trim dollars off your CPA? We know how to, and it’s easier than you thought.

Content. Tips, articles and blog posts are what you need to drive traffic organically—i.e. for free—thereby decreasing the amount of money you spend on CPA. A small up-front investment in high-quality, information-rich, keyword- and landing page-optimized content has long-term organic search engine appeal. Equally important, it establishes you as an authority in your industry. Coupled with social media that gets the word out about your awesome new content, you have yourself a winning, cost-effective combination.

This entry was posted on Thursday, September 10th, 2009 at 2:37 pm and is filed under Content Marketing. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.