{"id":79542,"date":"2020-07-29T09:00:51","date_gmt":"2020-07-29T13:00:51","guid":{"rendered":"https:\/\/marketinginsidergroup.com\/uncategorized\/3-content-marketing-roi-areas-every-marketer-should-watch\/"},"modified":"2023-09-14T05:49:42","modified_gmt":"2023-09-14T09:49:42","slug":"3-content-marketing-roi-areas-every-marketer-should-watch","status":"publish","type":"post","link":"https:\/\/marketinginsidergroup.com\/content-marketing\/3-content-marketing-roi-areas-every-marketer-should-watch\/","title":{"rendered":"3 Content Marketing ROI Areas Every Marketer Should Watch"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">In an omnichannel world, drawing the line from specific content initiatives to dollars earned can be tricky. To know whether your content initiatives are working as intended, measure the effectiveness of your campaigns, and prove the value of your work to your leadership team, you\u2019ll need to tackle the challenge of measuring your ROI.<\/span><\/p>\n<p><strong><em>Quick Takeaways:<\/em><\/strong><\/p>\n<ul>\n<li><em>Content to which you can&#8217;t directly assign a dollar value isn&#8217;t wasted.<\/em><\/li>\n<li><em>Decide how you will qualify and score leads generated on the basis of content across multiple channels.<\/em><\/li>\n<li><em>Sales from SEO happen in a big part due to content marketing.<\/em><\/li>\n<li><em>Understand how content marketing helps in customer retention and increasing CLTV.<\/em><\/li>\n<\/ul>\n<h2>What Does Content Marketing ROI Include?<\/h2>\n<p><span style=\"font-weight: 400;\">Don\u2019t be fooled into thinking that pieces of content without direct dollar values are a waste of budget. Awareness content is essential to building a business, especially one that relies on online traffic for sales. You can\u2019t convert leads that don\u2019t exist.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Traffic alone does not pay the bills, though. Measuring content marketing effectiveness (and discovering the ROI beneath your campaigns) makes the difference between frustration and confidence when presenting on your progress. Beyond awareness, you also need to know the quality of leads your content produces, the ability of your company to turn those leads into sales, and whether your content inspires loyalty in your audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By comparing the performance of your content to corresponding revenue activities, you can pinpoint your content\u2019s impact on your financial performance and use that information to find your <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-define-and-measure-the-roi-of-content-marketing\/\">content marketing ROI<\/a>.<\/span><\/p>\n<h2>Calculating Content Marketing ROI<\/h2>\n<p><span style=\"font-weight: 400;\">The formula to calculate ROI is deceptively simple. Take your revenues, divide your costs to produce and distribute, slap the resulting percentage in your slide deck, and show off at the next quarterly meeting.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Content marketers typically know much they spend, but understanding how much they help the company earn requires a bit more investigation. To get more accurate numbers for your content marketing ROI calculations, focus on these helpful metrics.<\/span><\/p>\n<h3><b>1. Percentage of Qualified Leads Closed<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Mid-funnel campaigns separate general audiences into bystanders and actively interested prospects. What percentage of leads gained by your campaign qualify through your lead scoring process?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Work with sales to evaluate your closing rates on <\/span><a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-are-your-marketing-qualified-leads-performing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">content-qualified leads<\/span><\/a><span style=\"font-weight: 400;\">, then compare those numbers against your lead scoring system.<\/span><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-653769\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/lead-scoring-model.png\"  alt=\"Lead Scoring Model\" width=\"683\" height=\"374\" \/><\/p>\n<p><span style=\"font-weight: 400;\">An absurdly high closing rate might look good on paper, but a near-perfect number could mean that you\u2019re leaving out too many fringe candidates who might make good buyers. Low closing rates suggest you should either adjust your lead scoring criteria or evaluate the content bringing the leads to the sales team.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Take your closing rate as a percentage, multiply that by the number of leads generated by your campaign, and then multiply again by the average value of the lead, both in terms of immediate sales and in customer lifetime value. Divide those numbers by your costs, and you have one solid metric for content ROI.<\/span><\/p>\n<h3><b>2. SERP Improvement and Sales Collaboration<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Part of content marketing focuses on helping pages rank for certain keywords. You can read dozens of books and thousands of articles on how to <\/span><a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-your-small-business-can-improve-seo-with-content-marketing\/\"><span style=\"font-weight: 400;\">improve SEO with content<\/span><\/a><span style=\"font-weight: 400;\">, but for now, stick to what comes after SEO success: calculating the value of improving your presence on search engine results pages.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Start by establishing benchmarks for the rankings of the pages you want to boost and for the specific financial metrics you expect greater visibility to affect. For example, if you pour your resources into owning the biggest page on the web for brewing beer, retrieve the sales and traffic numbers for your company\u2019s home brewing kits at the same time you start reviewing SEO data. Once you improve your old page or get a new one up and running, run regular reports to quantify the boost in sales your efforts achieved.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bring in total sales numbers as well as sales generated directly from your content. If your two-year-old product page enjoys a 400% sales boost three months after your campaign, but you can only prove half those users visited your page, take partial credit for the general lift. You may not be able to track every movement of every user, but you can connect the dots.<\/span><\/p>\n<h3><b>3. Customer Engagement and Retention Rates<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">New customers cost big bucks to acquire. Existing customers cost far less<\/span><span style=\"font-weight: 400;\">. When you treat them well and attend to their needs, current customers continue to engage with your brand and provide recurring revenue.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-653767\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/customer-retention.png\" alt=\"customer retention\" width=\"700\" height=\"332\" \/><\/p>\n<p><span style=\"font-weight: 400;\">In fact, unified communications platform PingPilot did a survey with Forrester and found that <\/span><span style=\"font-weight: 400;\">67%<\/span><span style=\"font-weight: 400;\"> of people said valuing their time is the most important thing a company can do to provide them with good customer experience. Things like moving seamlessly between one customer service channel to another can do wonders for engagement and retention. Compare the differences between engaged customers and disengaged. Calculate the lifetime value, and take credit for the difference.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Don\u2019t get too hung up on <\/span><span style=\"font-weight: 400;\">vanity metrics<\/span><span style=\"font-weight: 400;\">, such as views and likes on your social media posts. Those easy wins feel good, but they don\u2019t necessarily translate to revenue. When calculating the ROI of your content marketing, stick to numbers you can definitively tie to income. Even though you\u2019ve earned them, save your brags about likes for another time.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your leadership team may appreciate your efforts and understand the vagueness with which content marketers must contend, but that doesn\u2019t mean you can\u2019t demonstrate your worth with hard numbers. Prove your content marketing ROI by tracking and showcasing metrics like these to wow your colleagues and get buy-in for your next big campaign.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In an omnichannel world, drawing the line from specific content initiatives to dollars earned can be tricky. To know whether your content initiatives are working as intended, measure the effectiveness of your campaigns, and prove the value of your work to your leadership team, you\u2019ll need to tackle the challenge of measuring your ROI. Quick [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":79546,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"categories":[15],"tags":[],"class_list":["post-79542","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>3 Content Marketing ROI Areas Every Marketer Should Watch - Marketing Insider Group<\/title>\n<meta name=\"description\" content=\"Take another look at Lead qualification, SERP visibility and Customer engagement to see how much ROI your content is generating!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/3-content-marketing-roi-areas-every-marketer-should-watch\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 Content Marketing ROI Areas Every Marketer Should Watch - 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