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Measuring the ROI of Content Marketing

Learn how to determine the value of your content marketing efforts by tracking these metrics.

Measuring the ROI of Content Marketing

  1. 1. Measuring the ROI of Content Marketing
  2. 2. Content marketing can help you build your tribe, connect with a huge audience, and create implicit trust in your brand.
  3. 3. Content marketing can help you build your tribe, connect with a huge audience, and create implicit trust in your brand. But how do you measure the ROI of content marketing?
  4. 4. 71% of inbound marketers from companies of 200 or more employees say that measuring the ROI of content is their biggest challenge. [1] Data from: State of Inbound 2015
  5. 5. 71% of inbound marketers from companies of 200 or more employees say that measuring the ROI of content is their biggest challenge. And nearly 3 out of 4 marketers feel pressure to demonstrate the ROI of their content marketing. [1] Data from: State of Inbound 2015 [2] Data from: B2B Content Marketing Benchmarks, Budgets, and Trends—North America
  6. 6. To get the full picture on content marketing’s effectiveness you need to consider metrics such as: CONSUMPTION SHARING SALES LEAD GENERATION
  7. 7. [1] Data from: http://www.slideshare.net/hschulze/ b2b-content-marketing-report-40688285 Content marketing goals of B2B marketers 59% | Lead generation 40% | Brand awareness 33% | Lead nurturing 28% | Customer acquisition 28% | Website traffic 43% | Thought leadership / market education
  8. 8. Measuring conversion of content means tracking the sales of your product or service back to the original blog post, ebook, case study, or other content that sparked the buyer’s interest.
  9. 9. Measuring conversion of content means tracking the sales of your product or service back to the original blog post, ebook, case study, or other content that sparked the buyer’s interest. You do this by capturing leads before they access your more substantive content— by securing a name and email address.
  10. 10. There are two golden rules when it comes to gated content: 1. 2. MAKE THE CASE on the content’s landing page that the information is so useful it’s worth the sacrifice of their name and email address. MAKE SURE YOUR CONTENT IS GENUINELY GOOD. It must be educational, engaging, and authentic.
  11. 11. With conversions on your radar, we recommend measuring these key metrics: BRAND SENTIMENT BRAND AWARENESS CUSTOMER ENGAGEMENT SEARCH RANKINGS LEAD GENERATION
  12. 12. To read more, download our eBook, Measuring the ROI of Content Marketing
  13. 13. Eucalypt is a small agency that specializes in developing, executing, and optimizing successful content marketing strategies for clients including LinkedIn, Intel, Cray, and many other B2B technology companies. Our writing team has extensive journalism experience, bringing clients the same in-depth, engaging, and accurate reporting that we bring to national publications. We take a personal and agile approach to each client engagement, partnering to understand their brands and to collaborate with internal teams to help scale their businesses sustainably. eucalyptmedia.com hello@eucalypt.co

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