It cannot be easy to draw a line between specific content initiatives and dollars earned in an omnichannel world. You will need to measure your ROI to determine if your content initiatives are effective, measure their effectiveness, and show leadership that your work is valuable.
What is Content Marketing ROI?
Refrain from being deceived into believing that content with no dollar value is a waste of money. It is vital to building awareness content, mainly if you depend on online traffic for sales. Leads that aren’t there can’t be converted.
More than traffic is needed to pay the bills. Measuring content marketing effectiveness and determining the ROI underneath your campaigns is essential when presenting your progress. You need to be aware of the quality of the leads generated by your content, whether your company can convert those leads into sales and whether your content inspires loyalty among your audience.
You can compare the performance of your content with revenue activities to determine your content marketing ROI.
Calculating the Content Marketing ROI
It is straightforward to calculate ROI. Divide your revenues by your production and distribution costs. Then, put the result in your slide deck and display it at your next quarterly meeting.
While content marketers know how much they spend, understanding how much they contribute to the company’s earnings requires more research. These metrics will help you calculate your content marketing ROI.
Percentage of Qualified Leads CompletedMid-funnel campaigns can separate general audiences into active prospects and bystanders. How many leads did your campaign generate?
Discuss with sales how to assess your closing rates for content-qualified leads and compare these numbers to your lead scoring system.
A close rate that is absurdly high may look great on paper. However, a meager closing rate could indicate that you exclude too many potential buyers. Low closing rates suggest adjusting your lead scoring criteria or assessing the content that brought the leads to your sales team.