Page 35 - The Ultimate Guide to Content Marketing

Define the Purpose of Your ROI

Before identifying your top priorities and de- trying to build your audience. It can also be
fining your metrics, you need to look at the an impressive figure to show off to budget

purpose behind the work. decision makers.

Why are you measuring content marketing ROI? But if you aren’t looking at how many of those
website visitors are converting into leads or

The answer to this question is often the root customers, your web traffic numbers create
of a misguided tracking strategy. If you are a very blurry picture. You know people are

defining your ROI metrics solely to demon- visiting but you don’t know if your content
strate results and to justify your organiza- is compelling enough to motivate action so

tion’s content marketing budget, you may you don’t know if or how it needs to change.
get a confusing picture when you try to look

at your analysis to determine what’s work- Yes, there’s pressure on content marketers to
ing, what’s not, and how you can make prove the resources invested in case studies,

your content marketing strategy better. videos, blog posts, infographics, social posts
and other pieces of your content puzzle are

When there is a lot of pressure on content well spent. But you don’t want to miss out
marketing managers to demonstrate value, on the opportunity to uncover those hidden

there’s the risk of honing in on vanity met- gems that will paint a crystal clear picture of
rics. Take web traffic as an example. In the what your content marketing is doing.

same survey mentioned earlier, of 600 B2B
respondents, 63 percent measure web traf- When you are using your metrics to inform

fic to gauge content marketing success. your strategy more than your budget, you’re
Only 26 percent look at subscriber growth going to get the insights you need to keep

and 21 percent look at revenue. Web traf- making it better.
fic is a useful number to look at if you are

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