With more and more competition, online marketers are under record amounts of pressure to be heard. 2015, in particular, is proving to be an interesting, if not difficult year for online marketing. For the first time, mobile web viewing surpassed desktop web viewing last year, and social platforms such as Facebook and Twitter have posed some serious threats to Google’s advertising revenue.

Over the past few years, marketers have been placing their advertising on a varied selection of social media. They have been able to measure likes, shares and views, the next logical step would be targeted ads. These ads would use consumer information and target each more precisely, resulting in a more intimate brand to client relationship.

The trouble is that ROI on activities of this nature is slow and doesn’t happen overnight. It can also be difficult to demonstrate at all. On social media, each user is constantly bombarded by an endless stream of adverts and before long, they lose interest in them altogether. Not to mention, fears related to data privacy.

The more in tune marketers will have found that the answer to this issue is easier than expected. Marketers are old hacks at creating useful content, but what social media provides them with is new wings to reach a wider audience.

To get content marketing right, it is important to follow three simple steps. First of all, you must consider your potential customers and their interests. If you understand what your audience likes and shares on social media and target your content with this information in mind, you are much more likely to be successful.

Secondly, you have to be able to talk to your audience at any time. Your potential customers will more than likely be using multiscreen, which means that your content must be compatible across all devices. High-quality content is meaningless if the target audience cannot access it.

The last simple tip to success with ROI is to see, which content is sending the best levels of high-value traffic to your site, whether that be from social media, organic search or other advertising methods. Monitoring this is crucial as it can show you what to do more of and whether the end user is engaging in positive or negative ways.