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How can you measure the ROI of your thought leadership efforts with different formats?

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Thought leadership is a powerful way to showcase your expertise, build trust, and attract new customers. But how do you know if your thought leadership efforts are paying off? How can you measure the return on investment (ROI) of your thought leadership content, especially when you use different formats, such as blogs, podcasts, videos, webinars, or white papers?

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Houssam Kayal

Managing Partner - Financial Inst. - Fintech - Embedded Finance

1 Define your goals and metrics

Before you create any thought leadership content, you need to have a clear idea of what you want to achieve and how you will measure it. Depending on your goals, you might use different metrics to track the performance and impact of your content. For example, if your goal is to increase brand awareness, you might use metrics such as impressions, reach, views, or shares. If your goal is to generate leads, you might use metrics such as downloads, subscriptions, registrations, or inquiries. If your goal is to drive sales, you might use metrics such as conversions, revenue, or customer lifetime value.

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Houssam Kayal

Managing Partner - Financial Inst. - Fintech - Embedded Finance
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It’s important to assess not only the output but also the input into what produced that thought leadership decision. So things like data sources such as research and market data, team inputs and suggestions, advisory from a mentor …etc. Because you need to help understand the drivers of your decision process.

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2 Choose the right format for your audience and topic

Not all formats are equally effective for every audience and topic. You need to consider the preferences, needs, and challenges of your target audience, as well as the type, depth, and length of your message. For example, if your audience is busy and prefers to consume content on the go, you might choose a podcast or a video format. If your audience is looking for in-depth and authoritative information, you might choose a white paper or a webinar format. If your audience is curious and wants to learn something new, you might choose a blog or a video format.

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Houssam Kayal

Managing Partner - Financial Inst. - Fintech - Embedded Finance
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This should be the easy part, as its a science now of how to chose the right delivery channel based on the targeted audience and the anticipated impact.

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3 Experiment with different formats and compare results

One of the best ways to measure the ROI of your thought leadership efforts is to experiment with different formats and compare the results. You can use tools such as Google Analytics, social media analytics, email marketing platforms, or webinar software to track and analyze the data from your content. You can also use surveys, feedback forms, or interviews to collect qualitative feedback from your audience. By comparing the data and feedback from different formats, you can see which ones perform better in terms of your goals and metrics, and which ones need improvement or adjustment.

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Houssam Kayal

Managing Partner - Financial Inst. - Fintech - Embedded Finance
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And on top of that get some real feedback from peers in the industry, don’t worry about getting a candid feedback as this always helps you get better and address gaps in the content and the delivery.

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4 Optimize your content for each format

To maximize the ROI of your thought leadership content, you need to optimize it for each format. This means that you need to adapt your content to fit the specific characteristics, requirements, and best practices of each format. For example, if you are creating a blog post, you need to use catchy headlines, subheadings, bullet points, images, and links to make it easy to read and scan. If you are creating a podcast, you need to use a clear and engaging voice, a catchy intro and outro, sound effects, and call-to-actions to make it easy to listen and follow. If you are creating a video, you need to use high-quality visuals, captions, transitions, and annotations to make it easy to watch and understand.

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5 Calculate your ROI for each format

Finally, you need to calculate your ROI for each format. This means that you need to compare the benefits and costs of your thought leadership content. The benefits are the value that your content generates in terms of your goals and metrics. The costs are the resources that you invest in creating, distributing, and promoting your content. For example, if you are creating a white paper, the benefits might be the number of leads, conversions, and revenue that you generate from it. The costs might be the time, money, and effort that you spend on researching, writing, designing, and marketing it. To calculate your ROI, you can use this simple formula: ROI = (Benefits - Costs) / Costs * 100%. The higher the ROI, the more effective your thought leadership content is.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Houssam Kayal

Managing Partner - Financial Inst. - Fintech - Embedded Finance
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Its an amazing gift that you are able to create valuable content driven by experience and life long learnings. It can be very rewarding to be able to touch peoples and companies lives with your intellect and feel the impact even at an individual level.

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How can you measure the ROI of your thought leadership efforts with different formats?

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3

4

5

6

1 Define your goals and metrics

2 Choose the right format for your audience and topic

3 Experiment with different formats and compare results

4 Optimize your content for each format

5 Calculate your ROI for each format

6 Here’s what else to consider

Thought Leadership

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How can you measure the ROI of your thought leadership efforts with different formats?

1

2

3

4

5

6

1 Define your goals and metrics

2 Choose the right format for your audience and topic

3 Experiment with different formats and compare results

4 Optimize your content for each format

5 Calculate your ROI for each format

6 Here’s what else to consider

Thought Leadership

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