3 Quick Tips to Achieve Content Marketing ROI »

ROI lead generation for B2B is simple to calculate as a business’s digital footprint is typically larger than the average consumer’s.

For B2C marketers, it’s more challenging to link ROI to content marketing. So, when setting your content marketing metrics, be sure to include the number of consumer data matches with data derived from your content marketing efforts. Specifically, establish a metric that links your consumers’ social data with your pre-existing consumer data (i.e. name, email, etc.).

Management Metrics

The following metrics should be closely monitored by the campaign manager:

• Number of Contact Us Submissions
• Social Engagements
• Link Building and SEO
• Website Stats
• Email Conversions
• Lead Quality
• Retention Period
• Sales Cycle

Executive Metrics

The marketing executives would be interested in the following metrics:

• How much content marketing is saving your organization versus your SEM (Search Engine Marketing) efforts.
• How much you are saving by posting content on your owned media vs social channels (meaning, your site is generating X impressions versus X impressions you paid for boosting a Facebook post).
• How many new customers are generated through content marketing versus purchasing a list of leads.
• The savings with regard to focus groups and qualitative research studies.

Remember, you can’t measure everything. If your content is generating more traffic, leads, and revenue, then all the other metrics are secondary.

3 Quick Tips to Achieve Content Marketing ROI »