How can businesses measure the ROI of content marketing?

Content marketing ROI measures the impact of campaigns centring around target content delivery and performance, including blogs, social media campaigns, and emailed newsletters. It includes qualitative and quantitative results, such as customer loyalty, lead generation, brand awareness, and more.

How to Measure ROI of Content Marketing?

Content marketing ROI is the ration of how much revenue you earn from content marketing activities, when compared to your investment amount. For a basic formula you can subtract the total investment from the return, divide it by the investment, and the results is shown in a percentage. The total investment is not the cost of one piece of content, but all the overhead costs including the creation, distribution, and reuse of the content.

This formula is relatively straightforward, but it does take some thought and planning, ensuring you have an accurate picture of the ROI of your content marketing. You will need to ensure the following:

1. Do you have the tools in place to follow specific channels and content to get the best results?
2. Do you know what KPIs are important to support your business goals?
3. Have you taken the hidden costs of content marketing into consideration?
4. Have you taken the various paths your customer may take when engaging with your business? Remember that some customers may only convert later.

Measuring Content Marketing ROI for Content Assets

An overall metric can be useful for assessing impact, but you may want a more detailed view of now certain content assets are motivating an action. When you track user behaviour and effectiveness across different channels, you are able to identify what content offers the best value. When it comes to blogs and website content, you need to capture the path of each session. Say your visitor starts with an article or blog post, clicking to download an asset, such as a case study or webinar, those details attribute credit to the original post that engaged the user, even if the conversion doesn't happen immediately.

With the right analytical tools in place, you can gain a clear picture of your website visitors, traffic, and referrals, along with page views, number of times they visit your website, or visit a specific landing page. You can also measure click through rates, conversion rates, and bounce rates on different content types. 

This information is useful in making data driven content creation decisions, along with identifying what areas benefit from investment. It shows you where you need to make improvements.

Conclusion

Are you unsure on how your content marketing is doing? Do you need to understand your content marketing ROI? Let the Genie Crawl team help you today, ensuring your content marketing is a worthwhile investment that achieves results.