How is the ROI of Content Marketing Initiatives Measured?


    How is the ROI of Content Marketing Initiatives Measured?

    Understanding the return on investment for content marketing can be as nuanced as the content itself. We've gathered insights from six industry experts, including Content Marketing Managers and Chief Marketing Officers, to shed light on this topic. From analyzing click-through rates and engagement to setting up lead-source tracking, discover the diverse strategies used to measure the efficacy of content marketing initiatives.

    • Analyze CTR and Content Engagement
    • Utilize KPIs and Analytics Platforms
    • Calculate ROI Based on Goals
    • Set Clear Goals and Track Progress
    • Set Up Lead-Source Tracking
    • Track Metrics and Review Customer Feedback

    Analyze CTR and Content Engagement

    To measure the ROI of a content marketing initiative, I look at CTR (usually free-trial or demo sign-ups) for leads and sales, and the number of mentions or shares for brand awareness. Then, I also look at the time spent on pages or heat maps to gain more insight into the content. Which parts of the content asset are working the best? What can we take and repurpose? I also look at the pages our viewers came from or will go to after, to map content to the customer journey.

    Nicole Lee
    Nicole LeeContent Marketing Manager, Upland Software

    Utilize KPIs and Analytics Platforms

    To measure the ROI of content-marketing initiatives, I utilize key performance indicators (KPIs) such as website traffic, engagement metrics, and conversion rates tracked through analytics platforms like Google Analytics. By analyzing these metrics alongside investment costs, I'm able to gain insights into the campaign's effectiveness in reaching goals such as driving brand awareness, audience engagement, and ultimately, conversions. This data-driven approach enables me to refine the content strategy, allocate resources more efficiently, and optimize future campaigns for better ROI.

    Taylor Caplan
    Taylor CaplanMarketing Manager, Duckpin

    Calculate ROI Based on Goals

    Measuring the ROI can be different depending on what the goal of the initiative is. If you're creating content for an email blast through a third-party partnership, ROI could be measured in terms of lead generation or brand awareness (high traffic to your website), or even downloads for a specific e-book. However, it depends on the measurements you'd want to include and how much you're spending on this initiative. ROI is calculated as (Net Profit / Cost of Investment) x 100.

    Mose Gebremeskel
    Mose GebremeskelMarketing Analyst, Innago

    Set Clear Goals and Track Progress

    At first, figuring out if our content marketing was really worth it felt like trying to see through thick fog. We began by setting clear goals we could actually measure, such as how many people visited our website, how many new leads we got, and how well we turned those leads into customers. We used tools that track these things to see how our content was helping.

    What really opened my eyes was realizing that not every piece of content has to make sales right away to be useful. Some content helped more people know about our brand, while other pieces made our current customers feel more connected to us. This mix made our overall plan stronger.

    I learned it's important not just to focus on making sales right away. Good content marketing helps build relationships at every step, from getting someone to notice you to keeping them as a loyal customer. Every piece of content is an important part of this bigger picture.

    Swena Kalra
    Swena KalraChief Marketing Officer, Scott & Yanling Media Inc.

    Set Up Lead-Source Tracking

    The best way to measure the ROI of a content marketing initiative is to set up lead-source tracking for the contact inquiries you have on your website. If you have lead-source tracking on contact forms on your website, you can gain insight into which channel the leads are coming from. Contact forms that come from organic search results from the content you have written that has led you to rank in search results and bring traffic to the site.

    When organic leads come in and close, you compare that sales value to how much you spend on content marketing and can establish whether you are hitting a positive ROI or not. If you aren't, that's when you have the insight to switch up your marketing plan. However, quality content marketing is a dependable strategy for generating ROI for your business.

    Lisa Frank
    Lisa FrankMarketing Specialist, AM Industrial Group

    Track Metrics and Review Customer Feedback

    As TP-Link’s Marketing Head, I know how vital ROI is in our content marketing efforts. That’s why I keep track of various metrics, such as website traffic, engagement rate, and conversion rate, to see how effective our content is.

    For example, by looking at the click-through rate and conversion rate on our blog posts or social media posts, we can see which pieces of content resonate the most with our audience.

    One of the most exciting examples is when we put out a series of how-to videos showing off our new router models. We saw a spike in website traffic and sales directly attributed to these videos.

    It was exciting to see that not only did these videos drive traffic, but they also increased product awareness and, ultimately, sales. This confirms our conviction that video content is an effective way to reach and engage our audience.

    In addition, we also keep a close eye on customer reviews and opinions. By tracking comments, reviews, and social media interactions, we can better understand how people perceive our content and if it’s delivering what our audience wants and needs.

    This qualitative information complements the quantitative metrics and provides a complete picture of our content’s performance and return on investment.

    In short, by combining qualitative insights with quantitative data, we understand how our content marketing strategies work.

    This enables us to fine-tune our strategy, produce more relevant content, and improve TP-Link’s performance.

    Laviet Joaquin
    Laviet JoaquinMarketing Head, TP-Link