A guide to measuring, evaluating and reporting your content marketing performance

Evaluating Content Marketing ROI Guide

Content Marketing Toolkit
This guide is part of a Toolkit with 6 other resources. Find out more?

Evaluating Content Marketing ROI Guide

 Look Inside

Who is the Evaluating Content Marketing ROI Guide for?

  • Marketing Managers, looking to assess the value of their content marketing spend.
  • Content Marketing Managers, looking to justify their department’s budget and prove ROI to higher-ups.
  • CMOs, looking to analyse the role of content marketing in their marketing mix, and tweak budgets according to ROI generated.
  • Consultants, looking to prove ROI from content to a client.
  • Agencies, looking to prove the ROI of a campaign to a client.

About the Evaluating Content Marketing ROI Guide

  • Author: Stephen Bateman, Content Marketing Strategist at Concentric Dots
  • Format: 8,000 word, 36 page A4 page PDF Ebook with examples and checklists

How can this guide help me evaluate Content Marketing?

According to the Content Marketing Institute (CMI), which publishes a yearly summary on the state of content marketing, as many as 90% of marketers are experimenting with content marketing, yet fewer than 50 per cent of marketers feel confident in the effectiveness of their content marketing.

This guide is aimed at helping you improve your confidence in the value of content marketing by stepping you through a range of techniques to help marketers evaluate and prove their content effectiveness. These techniques will help you to prove to your colleagues or clients which content types and distribution techniques are most effective.

What does this content marketing evaluation guide cover?

This guide is structured into five sections:

  • ONE: an introduction to ROI calculation. An explanation and examples of marketing ROI for readers without a background in the concept.
  • TWO: Setting content goals and metrics. In this section we show how you can set goals for content marketing and measure them through KPIs.
  • THREE: Calculating the cost of content. Content marketing is certainly not free, so to calculate ROI for content we need to break out the component costs. This section has worked examples of how to calculate costs.
  • FOUR: Calculating Content ROI. Building on section three, this section gives example of ROI calculations.
  • FIVE: Content marketing analysis and reporting techniques. How to analyse and report content marketing effectiveness using analytics with a focus on goal setup in Google Analytics and more advanced content attribution techniques like First content interaction analysis and Basic Channel Grouping.

About the author of the evaluating content marketing ROI guide:

Stephen is the founder of Concentric Dots Ltd, a specialist content marketing agency helping small businesses in Exeter, Bristol and Plymouth get more customers by increasing their understanding of how real buyers really buy, and then giving them a solid framework to stand out in a crowded marketplace, and be more attractive than their competitors. His strengths are in customer profiling, buyer lifecycle mapping, content planning, content creation, and helping managers to assess the ROI of their content, using tools and techniques that save them time and effort to achieve stand out marketing in a busy marketplace with limited resources.

Look Inside the Evaluating Content Marketing ROI Guide

Warning: Beware of other resources that you can't apply to YOUR business

Like all Smart Insights' resources, our Evaluating Content Marketing ROI Guide includes our "practical" promise to you: Unlike other sites—that just give you research—we only deal in practical, actionable, insight-driven resources that you can use to guarantee success on your projects TODAY.

Guaranteed to digitally transform your organisation

Actionable digital marketing advice, resources and training guaranteed to digitally transform your organisation.


I recently completed the RACE Digital Strategy Course. It was brilliant, and the 7-Steps guides are excellent resources, too. Thanks for providing such a fantastic collection.

Translated complex digital marketing channels into easy-to-understand concepts

Translates complex digital marketing channels into easy-to-understand concepts. Constantly updated with new insights that will help whether you own your own business or work for a large corporation.

Content Marketing Toolkit

The Evaluating Content Marketing ROI Guide is part of Smart Insights Content Marketing Toolkit. With a Smart Insights membership you gain access to, not only this guide, but also the 6 other resources in the toolkit.

..but that’s not all. With an Expert Membership you also gain access to 20 other Toolkits containing 150+ other resources, all available to you. All toolkits are designed to be super- actionable, to help you:

  • Plan - Create a structured plan and roadmap by reviewing your current weaknesses and the opportunities to boost online leads and sales
  • Manage -  Review your marketing activities, so that you know where to focus to get the Quick Wins which will make the biggest difference
  • Optimise - Learn the best practices and success factors to help you compete to get better results

So why wait? Get instant access to this guide and see for yourself how easy it is to take your digital marketing—and your career—to the next level with our Toolkits

Learn more about the Content Marketing Toolkit


Learn more about Expert Membership and get this (and other) toolkits

Instant access. Try it RISK-FREE