{"id":4180,"date":"2018-02-22T09:00:27","date_gmt":"2018-02-22T14:00:27","guid":{"rendered":"https:\/\/contentwriters.com\/blog\/?p=4180"},"modified":"2020-09-09T16:14:01","modified_gmt":"2020-09-09T20:14:01","slug":"measure-content-marketing-roi","status":"publish","type":"post","link":"https:\/\/contentwriters.com\/blog\/measure-content-marketing-roi\/","title":{"rendered":"How to Measure Content Marketing ROI"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">It\u2019s impossible to deny the importance and allure of content marketing in today\u2019s business world.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Many companies are now <\/span><a href=\"https:\/\/contentwriters.com\/blog\/2018-content-strategy-planning-guide\/\"><span style=\"font-weight: 400;\">investing more in content marketing<\/span><\/a><span style=\"font-weight: 400;\"> and making it one of their top priorities for reasons that include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">According to <\/span><a href=\"https:\/\/www.demandmetric.com\/content\/content-marketing-infographic\"><span style=\"font-weight: 400;\">DemandMetric<\/span><\/a><span style=\"font-weight: 400;\">, content marketing costs 62% less than traditional marketing and it generates about 3 times as many leads.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">According to <\/span><a href=\"http:\/\/contentmarketinginstitute.com\/2017\/07\/content-influences-purchasing-research\/\"><span style=\"font-weight: 400;\">statistics from the 2017 Content Marketing Institute research,<\/span><\/a><span style=\"font-weight: 400;\"> about 81% of their respondents conduct research before they bring a vendor in to discuss a project. According to the <\/span><a href=\"http:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2017\/07\/smartbrief-content-marketing-institute-how-content-influences-purchasing-process-research.pdf\"><span style=\"font-weight: 400;\">same research<\/span><\/a><span style=\"font-weight: 400;\">, 62% of respondents want content that speaks to their needs or pain points.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Content marketing can also provide <\/span><a href=\"https:\/\/contentwriters.com\/blog\/traditional-advertising-vs-content-marketing\/\"><span style=\"font-weight: 400;\">longevity<\/span><\/a><span style=\"font-weight: 400;\"> for brand awareness efforts when compared to traditional marketing. An article by <\/span><a href=\"https:\/\/www.forbes.com\/sites\/johnhall\/2014\/04\/13\/content-marketing-is-a-long-term-commitment-not-a-campaign\/#547e783f3ab8\"><span style=\"font-weight: 400;\">Forbes<\/span><\/a><span style=\"font-weight: 400;\"> dubbed content marketing as a long-term commitment, rather than a campaign (it is <\/span><i><span style=\"font-weight: 400;\">not <\/span><\/i><span style=\"font-weight: 400;\">designed to convert leads on the spot).<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">According to <\/span><a href=\"http:\/\/contentmarketinginstitute.com\/2016\/09\/content-marketing-research-b2b\/\"><span style=\"font-weight: 400;\">Content Marketing Institute<\/span><\/a><span style=\"font-weight: 400;\">, even with the increased focus marketers are giving to content marketing, most marketers <\/span><i><span style=\"font-weight: 400;\">still<\/span><\/i><span style=\"font-weight: 400;\"> don\u2019t know whether or not their efforts are successful. As with any business spending, in order to continue to have a budget for content marketing, it\u2019s important for marketers to be able to measure content marketing ROI.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-4184\" src=\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/analytics-925379_1280-750x500.jpg\" alt=\"Content Marketing ROI\" width=\"750\" height=\"500\"><\/p>\n<h2><span style=\"font-weight: 400;\">What Is Content Marketing ROI?<\/span><\/h2>\n<p><b>Return on investment <\/b><span style=\"font-weight: 400;\">(ROI) is a measurement that evaluates the gain from an investment compared to spend. As you\u2019re likely well aware, this metric is used in many areas of business, as it\u2019s directly tied to revenue measurement.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Specifically, measuring content marketing ROI does <\/span><i><span style=\"font-weight: 400;\">not<\/span><\/i><span style=\"font-weight: 400;\"> always refer to pure monetary values. In order to get the most accurate representation of content marketing ROI, you have to consider a range of key performance indicators (KPIs).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Is your content marketing hitting the mark or in need of improvement? <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Measuring Your Content Marketing ROI<\/span><\/h2>\n<h3><span style=\"font-weight: 400;\">Content Marketing ROI Formula<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The basic formula for ROI is: net profit \/ total investment x 100 = ROI percentage. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">One way to measure this, in terms of content marketing ROI, involves dividing total revenue earned from a piece of content divided by all of the costs that went into creating it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A better measure of content marketing ROI can be achieved through the use of the following equation:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Total revenue generated from the content + total value of the conversion which the content helped completed) \/ number of unique content page views prior to the conversions or transactions<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Calculating The Cost of Content<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">In order to calculate content marketing ROI, it\u2019s perhaps easiest to<\/span><i><span style=\"font-weight: 400;\"> first<\/span><\/i><span style=\"font-weight: 400;\"> tally up all the costs that went into creating a given piece of content\u2014and it\u2019s not quite as simple as calculating the fee charged to a freelance writer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aside from the <\/span><a href=\"https:\/\/contentwriters.com\/pricing\"><span style=\"font-weight: 400;\">content creator\u2019s fee<\/span><\/a><span style=\"font-weight: 400;\">, consider the following as potential costs to include in your content marketing ROI calculation:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Graphics, including any images or videos that were created or licensed for a fee.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Audio, such as transcriptions to accompany a podcast episode.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Marketing costs, including any related paid <\/span><a href=\"https:\/\/contentwriters.com\/blog\/content-delivery-just-as-important\/\"><span style=\"font-weight: 400;\">social\/PPC efforts<\/span><\/a><span style=\"font-weight: 400;\"> and your team\u2019s time to execute promotions.<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Content Consumption Metrics<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Money spent and generated with regards to content marketing efforts doesn\u2019t quite paint a complete picture when it comes to measuring ROI. That\u2019s why it\u2019s important to define your most important KPIs before hitting publish on <\/span><i><span style=\"font-weight: 400;\">any<\/span><\/i><span style=\"font-weight: 400;\"> piece of content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One of the best tools for measuring content marketing ROI in terms of KPIs is through the use of Google Analytics. Or, if your company can afford the expense, <\/span><a href=\"https:\/\/www.kissmetrics.com\/\"><span style=\"font-weight: 400;\">Kissmetrics<\/span><\/a><span style=\"font-weight: 400;\"> can provide more insights through a user-friendly interface.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Using Google Analytics to Track KPIs<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">With <\/span><a href=\"https:\/\/www.optimizesmart.com\/roi-analysis-google-analytics\/\"><span style=\"font-weight: 400;\">the proper setup<\/span><\/a><span style=\"font-weight: 400;\">, you can also use Google Analytics to measure how much a piece of content adds monetary value to your business&#8217;s bottom line.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s a basic rundown regarding Google Analytics setup:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">First, in Google Analytics, <\/span><b>enable <\/b><a href=\"http:\/\/marketingdailyadvisor.blr.com\/marketing-technology\/setup-google-analytics-goals\/\"><b>Goals Tracking<\/b><\/a><b>. <\/b><span style=\"font-weight: 400;\">This tracking allows you to measure four types of goals:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">URL destination<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Time on site<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Pages per visit<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Events<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">To do this right, you need to define the flow of traffic from a piece of content to a desired conversion activity: whether this involves a new email signup, <\/span><a href=\"https:\/\/contentwriters.com\/blog\/should-i-convert-my-content-to-an-e-book\/\"><span style=\"font-weight: 400;\">ebook download<\/span><\/a><span style=\"font-weight: 400;\">, webinar RSVP, or even a direct sale. <\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Using KPIs to Measure Reach<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Second, make sure to <\/span><b>set up Advance Traffic Segments. <\/b><span style=\"font-weight: 400;\">This feature allows you to easily organize goal results by various traffic sources. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">To track your content marketing ROI performance over time, go to <\/span><b>Conversions<\/b><span style=\"font-weight: 400;\"> on your Google Analytics dashboard and apply your advanced segments from your goal data. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Treating content marketing as a tactic for brand awareness, one of the most important KPIs is the content\u2019s <\/span><i><span style=\"font-weight: 400;\">reach.<\/span><\/i><span style=\"font-weight: 400;\"> You have to ask yourself, after posting a new piece of content on your website or social media, <\/span><i><span style=\"font-weight: 400;\">did it achieve the numbers that you were aiming for<\/span><\/i><span style=\"font-weight: 400;\">? <\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can measure this aspect of content marketing ROI in terms of:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Pageviews<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Unique pageviews<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Reach<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Engagement<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Impressions<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">KPIs to Measure Content Success<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">You might also ask yourself, as the result of a new piece of content, <\/span><i><span style=\"font-weight: 400;\">are there any major changes in the behavior of your website visitors<\/span><\/i><span style=\"font-weight: 400;\">? <\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can measure this aspect of content marketing ROI in terms of:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Increased time on page<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Lower bounce rate<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Although most businesses aim to consistently publish <\/span><i><span style=\"font-weight: 400;\">new<\/span><\/i><span style=\"font-weight: 400;\"> content, it\u2019s important to measure metrics to gain insights from past efforts. Look through your analytics data to see which content pieces performed well (or not) in terms of these metrics and use insights gained to craft future content pieces optimized for high performance.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Lead Generation and Conversion Rate<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">After gaining an understanding of your consumption metrics, it\u2019s important to measure how your website traffic to a given piece of content converts into a lead\u2014or an outright sale!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tracking conversions involves a little setup work on the front-end, creating relevant goals in a software tool like Google Analytics (explained in the previous section). Once setup, you\u2019ll be able to see, at a glance, how various pieces of content contribute to your most important conversion activities.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In order to be able to effectively measure content marketing ROI, you need to also take this opportunity to define the lead-value price of each prospect.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The <\/span><b>lead-value price <\/b><span style=\"font-weight: 400;\">is your estimated value of each lead to your business. For example, assuming that your lead-value price is $10 per lead, and your total content production and marketing costs are $200 for a given piece, your content should generate at least 20 leads to cover your costs. On that note, anything in excess of the baseline cost is your potential ROI per piece of content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, achieving an <\/span><i><span style=\"font-weight: 400;\">actual return <\/span><\/i><span style=\"font-weight: 400;\">will only happen if you successfully convert those leads into buyers.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Final Thoughts: How to Measure Content Marketing ROI<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Measuring the value of content marketing is hard if you think of it in terms of a traditional ROI formula. By tying in consumption metrics and lead generation considerations, you\u2019ll have a better idea as to whether or not your content is achieving real business goals.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Besides proving worth, using tools like Google Analytics can also show you which pieces of content are exceeding set goals\u2014helping you to determine where future efforts are well spent.<\/span><span style=\"font-weight: 400;\">&nbsp;<\/span><\/p>\n<h3><\/h3>\n<h3>Follow Maddy Osman Online<\/h3>\n<p>Learn more about her process and experience on her website,<a href=\"http:\/\/www.the-blogsmith.com\"> www.The-Blogsmith.com<\/a> and read her latest articles on Twitter: <a href=\"https:\/\/twitter.com\/maddyosman\">@MaddyOsman<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s impossible to deny the importance and allure of content marketing in today\u2019s business world. Many companies are now investing &#8230;<\/p>\n","protected":false},"author":39,"featured_media":6090,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[18],"tags":[313,602,1321,276,312],"class_list":["post-4180","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing-strategy","tag-analytics","tag-content-marketing-roi","tag-measuring","tag-metrics","tag-roi"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Measure Content Marketing ROI<\/title>\n<meta name=\"description\" content=\"Measuring the value of content marketing is hard if you think of it in terms of a traditional ROI formula. 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