Content marketing ROI

93% of CMOs say they are under pressure to deliver measurable ROI with their marketing budget. These six tools could help make ROI calculation simpler

As a marketer, one of your main worries is how to prove the effectiveness of your marketing activities. To prove it, your boss wants hard numbers. Let me tell you this though: there’s no exact method that will capture your ROI perfectly. It’s just difficult to quantify some of the activities you engage in. But CMOs are under pressure to deliver measurable ROI with their marketing budget. Some 93% of them agreed with that in a survey. Having said that, you can still have an approximate value of your marketing ROI. This gives you insights into the effectiveness of your marketing efforts. [si_guide_block id="34016" title="Download our Individual Member Resource – Evaluating content marketing ROI guide" description="This guide is aimed at helping you improve your confidence in…

How do you run content marketing campaigns for your business in 2020 when the competition is fiercer than ever?

Content marketing has been proven to produce amazing results for businesses. For instance, content marketing generates three times more leads at a 62% lower cost than traditional marketing. But there's a little problem: how do you run content marketing campaigns for your business in 2020 when the competition is fiercer than ever? Frankly, the first task you need to perform is to create a content marketing plan. With a good plan in place, you can take the first step to achieve content marketing success next year. [si_guide_block id="150958" title="Download our Individual Member Resource – Content ideation template" description="Take your content marketing to the next level by generating great new ideas with the help of this set of clear, actionable templates."/] Unsurprisingly, CoSchedule found that marketers who proactively plan their projects or campaigns…

The must-know content marketing statistics to benchmark your plans against this year

Content marketing is still very much at the heart of digital marketing, with content continuing to be a vital tactic for bringing in traffic and encouraging conversions. However, content marketing has moved past blogs and now encompasses so much more. The industry is also more competitive than ever, with content being produced on masse, making it harder to ensure yours stands out. [si_blog_banner_cta] In order to be successful at content marketing, you need to ensure that you’re taking into account more technical aspects – such as SEO – but also that you’re effectively battling for consumers’ attention. It is this battle that has led content to change at a rapid pace, with competition leading to increased levels of innovation. This is why you need to stay on top of the latest trends and advances in the content marketing arena. With this in mind,…

Only 39% of marketers say they are somewhat successful at tracking the ROI of their content marketing, but there are ways to improve your proficiency

Content marketing is a highly effective form of marketing. Statistics show that per dollar, content marketing generates three times as many leads as traditional marketing. As a content marketer, you understand these benefits and statistics. But your boss needs to be convinced. What amount of revenue is content marketing adding to your company's bottom line? If you find it difficult to answer that question, you're not alone. In a survey of B2B marketers published on LinkedIn, only 39% considered themselves at least somewhat successful at tracking content marketing ROI. [si_guide_block id="34016" title="Download our Individual Member Resource – Evaluating content marketing ROI guide" description="This guide is aimed at helping you improve your confidence in the value of content marketing by stepping you…

You need better content marketing metrics - ones that your executive team really care about

Like the father character Tevye in the classic movie 'Fiddler on the Roof,' some digital marketers seem to blindly follow tradition without much thought. They focus on traditional metrics like click-through rates, cost per acquisition (CPA) or return on ad spend (ROAS). The problem is, their executive leadership often doesn’t see how these metrics translate to the bottom line. [si_guide_block id="34016" title="Download our Individual Member Resource – Evaluating content marketing ROI guide" description="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."/] Keeping in mind the goal of marketing: to grow your business at the lowest possible cost. So, for brands whose growth depends on acquiring and nurturing leads, your content marketing (CM) metrics must…

Audit your content and SEO with our mindtool to get more from your content marketing

One of the biggest appeals of digital marketing is that it's data-driven - we can readily review the effectiveness of our activities and make informed improvements. This is particularly true for using content marketing and SEO to attract and convert visitors to lead or sale. Yet, the tools that are available within analytics to help us visualize and optimize our content haven't really changed since I've been involved in digital marketing. If you dig into the Behaviour reports in Google Analytics you still see long lists of Top Content and Landing pages to try to interpret. Using Content Groups in Google Analytics can help simplify by grouping related content. Although you can sort the lists, it's not easy to identify which content is performing well and can be enhanced and which is under-performing and which…

Content marketing works, but measuring content marketing ROI is challenging

In the Smart Insights-Hubspot research into content marketing in Europe, 44.4% of marketing managers who responded to the survey, say they struggle to measure the return on their content marketing investment. [caption id="attachment_34135" align="aligncenter" width="550"] 44.4% of marketing managers struggle to measure content ROI[/caption] This inability to measure the ROI of content marketing confirms a need for more guidance on how to calculate the cost of content marketing and measure the return on investment. In this post I want to walk you through a simple but effective costing model, and show you how, by breaking out the component costs of content into labour, production and distribution, you can work out your content marketing cost, which provides the basis for evaluating your content marketing…

5 Questions to help set, manage and review your content marketing effectiveness

As we accept that our consumers are learning about, and navigating through, more and more information about our brand, organisation, industries or topic areas as they research online, we're needing to deploy more sophisticated strategies in order we can earn attention, and importantly trust. This is what sits behind the drive of content marketing's rise to the forefront of the digital marketing agenda. Content marketing is starting to mature, too. More and more reports, such as this from the Aberdeen Group, illustrate this, here too.

An easy start-point

Below is a simple matrix of ideas to help you set the KPIs or metrics based on what we've used on different projects. We're not saying "this is the way you must do it" or that you need to use all of these KPIs. Instead, we hope this is a useful framework…

Joe Pulizzi of the Content Marketing Marketing Institute gives his take on the state of content marketing

Whether videos, blogs, infographics or ebooks, content is now being consumed on an unprecedented scale. And in our multichannel, multi-device, always-on world, that means content represents an exciting opportunity for brands to make an impression on the customer during the product purchasing process. Little wonder, then, that content marketing has become such big news. In fact, the buzz for content marketing reached such extraordinary levels in 2014, that it led some to question whether interest in the discipline had reached its peak. Nonetheless, evidence suggests that there could still be plenty of growth left yet. The Content Marketing Institute (CMI) recently conducted a research on content marketing in the UK, and found that 85% of respondents use content marketing, with 45% reporting they…