This document discusses how to measure the return on investment (ROI) of content marketing efforts. It recommends clearly defining goals and objectives, creating relevant content, mapping content delivery across the customer journey, choosing appropriate metrics for each stage, and calculating performance using tools to measure data. The key steps are to 1) set goals, 2) create content, 3) map content delivery, 4) select metrics, and 5) calculate ROI using tools to track qualitative and quantitative metrics at each stage from awareness to advocacy. Measuring ROI allows marketers to optimize content marketing strategies based on performance data.

1. Return on Investment
of Content Marketing
By Jatin Modi
CEO, FrogIdeas
@poornviram

2. 65% of Marketers Do Not Measure ROI of
Content Marketing
2

3. Reasons to Not Measure ROI of Content
Marketing efforts?
3

4. ROI = Return on Investment
4

5. Content strategy
Content creation
Creation Cost
Promotion cost
ROI = Return on Investment
5

6. Content strategy
Content creation
Creation Cost
Promotion cost
?
ROI = Return on Investment
6

7. 7
Step 1
Have very clearly
defined goals and
objectives- business &
marketing

8. Sample Content Marketing Goals
Awareness
• Reach new potential customers
• Create brand recall among customers
• Rise in searches for brand, category
Interest
• Drive search traffic to website
• Improve time spent on website
Desire
• Signups for newsletter
• Traffic to lead-gen landing page
• Lead form submissions
Action • Increase lead conversions
Loyalty • Increase repeat customers
Advocacy • Improve share of positive conversations
8
Key Goal: Create a 30% increase in lead generation by 31st January

9. 9
Step 2
Create Content.

10. 10
Your Brand
May Lie in
1 of 4
Categories
Channel-Involvement Matrix
Offline Online
LowHigh
Copyright – CMONow

11. 11
Your Content must help do one or more of three things
LEARN
In-depth content
to help choice
LOVE
Engagement content
to build brand
BUY
Factual information
to close sale
Your Brand
May Lie in
1 of 4
Categories
Copyright – CMONow

12. 12
Offline Online
LowHigh
Predominance of & Resources behind Content can vary
Involvement
Purchase Channel
Your Brand
May Lie in
1 of 4
Categories
Copyright – CMONow

13. 13
But…
So, you know what your content
needs to communicate

14. What Is Your Content
Achieving for You?
14
Pre-
Awareness
Awareness
(Recall)
Interest
(Consideration)
Desire
(Lead)
Action
(Purchase)
Love
(Loyalty)
Advocacy
(NPS)

15. What Is Your Content
Achieving for You?
15
Pre-
Awareness
Awareness
(Recall)
Interest
(Consideration)
Desire
(Lead)
Action
(Purchase)
Love
(Loyalty)
Advocacy
(NPS)
= Influence

16. 6 Questions to Influence Your Audience:
Making Your Content Marketing Plan
• What to deliver: Message
• Whom to deliver: Audiences
• How to deliver: Content type
• When to deliver: Campaign, delivery schedule
• Where to deliver: Platforms, devices
• How many times to deliver: Frequency
16
Copyright – FrogIdeas

17. A More Realistic View of Factors of Influences
17
What Whom How When Where How many

18. 18
But… A Complex
Customer Journey
Makes It Hard to
Track Effectiveness
of these Factors

19. 19
Step 3
Map The 6
Factors Along Your
Customer’s Journey.

20. 20
Stage
What content to
deliver?
How to deliver
Where to
deliver
When to deliver
How Many
times to deliver
Awareness
Consideration
Lead Gen
Purchase
Loyalty
Advocacy
Copyright – FrogIdeas

21. Live Example: FrogIdeas’ The Leap
21
Key Goal: Drive 1600 mid and senior marketeer sign-ups from by
Dec 4th

22. 22
Stage
What content to
deliver?
How to deliver
Where to
deliver
When to deliver
How Many
times to deliver
Awareness Leap trailer Video
YouTube channel Day 1 Continuously
YouTube Ads Ongoing Continuously
YouTube SEO Ongoing Continuously
Facebook Post Day 1 4 Times
Facebook Ads
Monday 6am -
Friday 2pm
3 Times
LinkedIn
Sponsored Stories
Monday 6am -
Friday 2pm
3 Times
Consideration Leap trailer Video
Influencer stories
on social media
Daily Once
Lead Gen/Action
• Leap trailer
• Form
Landing page Website Day 1 Continuously
Key Goal: Drive 1600 sign-ups from relevant audiences by Dec 4th
Audience
Primary
Marketing Decision Makers:
CMOs and CMO -1s
Secondary
Marketing operators:
Manager to Senior levels
Tertiary
WOM Generators:
Entry, student and agencies

23. The Insight from Publicly Available Data
23
Key Goal: Drive 1600 sign-ups from relevant audiences by Dec 4th
Facebook
YouTube
FrogIdeas Website
Video views to 25%
33% of views
Video views to 75%
23% of views
CTA clicks (ads)
0.78% of views
Video views to 15s
12.49%
Video views to end
11.22%
CTA clicks
1.86% of views
Sign up
conversions
6% of visitors
Time spent/page
132 seconds

24. Key Goal: Drive 160 sign-ups from relevant audiences by Dec 4th
Objective KPIs Channel Target Results Learning
Form sign-ups
(landing page
conversions)
Total Sign-ups Website
1600 Conversions
(@6% conversion rate)
1780
Converstions
(@9.7% of visitors)
Landing page working well.
Time spent on
page
Website 90 seconds 132 seconds
Conversion rate still high = Discard
metric
Quality of conversions
440 410 90 840
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Director++ Managers Business Owners Others
• 440 (30%) Primary audience
• 410 (23%) Secondary audience
• 840 (47%) Tertiary audience
To be used as benchmark and
optimized

25. Metrics Cheat Sheet
Qualitative v/s ROI Metrics that you need
to deploy across the Sales Funnel
25

26. Qualitative Metrics
(unconscious triggers)
Objective Metrics
(conscious triggers, ROI indicators)
Awareness:
Unaware to Aware
• Likes
• Clicks
• Comment generation
• Shares
• Video view duration
• Time spend/page
• Replies
• CTR, Bounce Rate
• Engagement Rate
• People Reached
• Impressions/Person
• Rise in search trends
• Rise in organic search traffic
• Increase in followers
• Rise in traffic from category keywords
• Share of Voice
Interest:
Aware to Consideration set
• Rise in search trends
• Rise in traffic from branded keywords
• Mentions with queries
• Clicks through website
• Pages viewed
• Time spent per page
• Repeat visitor
Desire:
Consideration set to Lead
• Add to Cart
• Forms submitted, MQL generation
• Sign Ups
• Email/Newsletter Subscriptions
• Repeat visitor from viewed source
Action:
Lead to Purchase/Conversion
• Checkout (Ecommerce monetization)
• Offline conversions (B2B, non-ecommerce monetization)
Loyalty:
Purchase to Repeat purchase
• Repeat customer
Advocacy:
Repeat Purchase to Advocate
• NPS: % of Online Promoters
• Increase in positive mentions
26Copyright – FrogIdeas

27. Remember…
27
Data collected Accuracy of ROI∝

28. The FrogIdeas 4 Level Content Marketing Maturity
Framework
28
SPRAY AND PRAY RESEARCH DRIVEN DATA DRIVEN AUTOMATED
Content creation
Content sharing
Qualitative
measurement
Impact measurement
Research based
insight
Content creation
Content sharing
Qualitative
measurement
Impact measurement
Data driven insight
Change in data
Content creation
Content sharing
Qualitative
measurement
Content creation
Content sharing
Qualitative
measurement
Impact measurement
Data driven insight
Change in data
Automation
Copyright – FrogIdeas

29. 29
Step 4
Calculate
Performance.

30. 30
3 Things to consider before ROI
What does your
online Sales funnel
look like?
What metrics will
you choose to
determine ROI?
What tech will you
use to measure data
and performance?

31. Creating Your Online Sales Funnel
Awareness
Interest
Desire
Action
Loyalty
Advocacy
31

32. Choosing the Metrics
32
Awareness
Interest
Desire
Action
Loyalty
Advocacy
People Reached
Impressions/Person
Rise in search trends
Rise in organic search
traffic
Increase in followers
Rise in traffic from
category keywords
Share of Voice
Rise in search trends
Rise in traffic from
branded keywords
Mentions with queries
Clicks through website
Pages viewed
Time spent per page
Repeat visitor
Add to Cart
Forms submitted, MQL
generation
Sign Ups
Email/Newsletter
subscriptions
Repeat visitor from
viewed source
Checkout (Ecommerce
monetization)
Offline conversions (B2B, non-
ecommerce monetization)
Repeat customer
NPS: % of Online Promoters
Increase in positive mentions

33. Selecting Appropriate Measurement Tools
33
Awareness
Interest
Desire
Action
Loyalty
Advocacy
People Reached
Impressions/Person
Rise in search trends
Rise in organic search
traffic
Increase in followers
Rise in traffic from
category keywords
Share of Voice
Rise in search trends
Rise in traffic from
branded keywords
Mentions with queries
Clicks through website
Pages viewed
Time spent per page
Repeat visitor
Add to Cart
Forms submitted, MQL
generation
Sign Ups
Email/Newsletter
subscriptions
Repeat visitor from
viewed source
Checkout (Ecommerce
monetization)
Offline conversions (B2B, non-
ecommerce monetization)
Repeat customer
NPS: % of Online Promoters
Increase in positive mentions
Platform dashboard
Google Trends
Google Analytics
Listening Tools
Google Analytics
Marketo
Sales Navigator
Google Analytics
Marketo
SalesForce
Sales Navigator
Google Analytics
Salesforce
Google Analytics
Salesforce
Listening Tool

34. How To Quote Impact Created:
Attributing conversions to content
seen and engaged
Clear Direct Impact:
• % of audience moved down the funnel
Creation of Brand Equity:
• Increase in brand equity = Brand Lift studies (Awareness +
Consideration)
Establishing Credentials:
• Leads Generated
• Quality of Leads
Conversions and Loyalty:
• Sales generated
• Number of repeat customers
• Customer Lifetime value
Advocacy:
• Improvement in brand influence = NPS Score
34Copyright – FrogIdeas

35. 35
Thank you.