How Will This Content Drive Revenue?
It’s a perennial question for marketers trying to justify their existence to management, let alone trying to argue for more resources. We need to know how to measure the impact of every piece of content created and program executed.
But lining up the right metrics to prove the value of content is challenging at best—around three quarters of marketers struggle to quantify the return on their content marketing.
That’s because it’s difficult to focus specifically on sales, let alone to attribute a specific asset—or even a program—to a sale. However, there are now definite content marketing metrics to answer the ROI question, along with technologies that help quantify the return on your content marketing investment.
Erica Lindberg at the Content Marketing Institute notes that:
There is no “easy” button. There are no shortcuts to managing and leveraging data analytics and insights. Because a single content asset can be used by different teams at different points in the sales cycle, it’s important to have a solid cross-functional and integrated tech stack to ensure that you’re getting good data.
Ultimately, understanding your content marketing ROI requires knowing your content costs, content usage, and content performance in order to determine your average marketing ROI and how you can achieve a higher return. Lindberg details several useful steps for figuring these out in the link below.
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