How To Increase ROI through Effective Content Marketing Strategies

In marketing, a common query often surfaces among struggling marketers attempting to bolster their business case: “How do I measure content marketing return on investment (ROI)?” In an era where online information consumption is rampant, and audiences seek both information and entertainment, the challenge lies in constructing a compelling business case without attacking existing structures.

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Decoding the ROI of Content Marketing

Understanding the return on investment (ROI) of content marketing is a nuanced task. While various benchmarks exist, concrete answers to this question are scarce. In a curated collection of case studies, we discovered 15 instances exemplifying content marketing ROI. Content marketing ROI surpasses the most targeted advertising by a staggering four times. This prompts a fundamental question: What is your company’s average marketing ROI, and how does content marketing fare in comparison?

Breaking Down the Components of ROI

To effectively answer the content marketing ROI question, a meticulous breakdown of three crucial components is necessary:

Content Cost

The foundation of content marketing ROI lies in comprehending content costs. Surprisingly, many marketers lack insight into the cost of the content produced by their firms. A content audit, or at least a sample assessment, is imperative. By applying average costs and extrapolating, one can grasp the scale of the investment.

Content Utilization

Knowing the percentage of content that sees actual utilization is equally pivotal. Any content created but left unused represents 100 percent waste. Thus, tracking not only content production but also its usage is essential to optimizing ROI.

Content Performance

Content marketing ROI should not solely be about metrics like page views, social shares, and clicks. Instead, tie content performance back to the initial business case. Quantify the business value generated by these outcomes, a step often overlooked in traditional ROI assessments.

Holding Marketing Accountable

Accountability is a cornerstone of effective marketing. Every marketing spend should be tethered to quantifiable results comprehensible to the sales team and executives. While marketing primarily focuses on generating and managing demand, the challenge lies in demonstrating tangible results, ensuring each marketing program possesses a sound business case or ROI.

Building a Strong Business Case for Content Marketing

Surviving the intricacies of the marketing landscape leads us to the crucial task of constructing a robust business case for content marketing. This involves three primary objectives: reaching early-stage buyers, engaging new buyers, and driving conversions.

Reach Early Stage Buyers

Most marketing tends to be overly promotional and premature. To build brand awareness, favorability, and trust, a substantial amount of non-promotional content is required. Consider metrics like the percentage of branded conversations in your product category, unbranded search traffic on your website, and the effectiveness of banners in driving brand visits.

Engage New Buyers with Your Brand

If your funnel lacks engagement at the top, quantify the opportunity to reach and convert potential customers. Assess metrics such as time spent and bounce rates on content versus advertising landing pages, the cost per repeat visit, and subscriber identification with associated value.

Conversions You Would Have Never Reached

Ultimately, the focus shifts to measuring quantifiable values that directly impact the bottom line. Key metrics include cost per lead, pipeline touched, cost per registration, cost per sale, and ROI versus average marketing ROI.

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A Solid Business Plan for Optimal ROI

Answering the content marketing ROI question necessitates a deep understanding of your business. By evaluating content costs, usage, and performance, you can construct a solid business case. This multifaceted approach allows you to reach new customers, engage them meaningfully, and convert them into long-term relationships, ensuring a substantial return on investment.