How To Measure Content Marketing ROI: A Quick Guide For B2B Professionals

As 45% of B2B marketers gear up to boost their content budgets in 2024, the need to ensure every dollar invested translates into visible returns becomes paramount.

The good news is you can measure how well your content marketing is doing. Let's talk about it in this week's Sales & Marketing Insights!

Cracking the Code: B2B Content Marketing ROI Formula

B2B content marketing ROI can be measured with a straightforward formula:

The 'return' includes lead value, conversions, revenue, or other metrics tied to your content initiative.

On the flip side, 'investment' covers the entire spectrum of costs—from software and labor to any financial outlay related to the campaign or channel.

What's a Good ROI? Aim for 100% and Beyond

While the ideal B2B content marketing ROI varies, the baseline is a minimum of 100%. Surpassing this figure means your content initiative generated more revenue than it cost. Below 100%? You've overspent. Hitting 100% precisely signals a balanced equation — revenue equals content creation and distribution expenses.

5 Razor-Sharp Steps to Measure B2B Content Marketing ROI

?? Step 1: Set Clear Goals & Identify Key Metrics

In the whirlwind of data, clarity is your compass. Define measurable goals upfront to identify the metrics that matter most. Choose wisely, aligning metrics with your ROI goals and gaining insights for ongoing optimization.

?? Step 2: Establish Tracking Methods & Technologies

Before diving into ROI calculations, arm yourself with the right data. Track leads, conversions, and revenue to specific campaigns, types, and channels. Leverage content-specific landing pages and UTM (Urchin Tracking Module) codes for source and medium analysis. Explore your marketing tech stack and consider additional tracking methods to refine your metrics.

?? Step 3: Assign a Monetary Value to Conversions

Not all conversions equal direct sales, but they all impact ROI. Use marketing automation tools, CRM software, and tracking tech to evaluate the cost-effectiveness of your content. Develop processes for assigning value to non-numerical results, ensuring no success goes unnoticed.

?? Step 4: Determine Content Marketing Investments & Expenses

Unveil the complete picture of your B2B content marketing ROI by accounting for every expense. Include labor costs, software, keyword research tools, copywriting, graphic design, content optimization, cameras, microphones, paid ads, social media/listening tools, analytics, CMS, and email marketing software. Leave no stone unturned.

?? Step 5: Calculate Content Marketing ROI

Plug your return and investment values into the formula to reveal your B2B content marketing ROI. But here's the kicker — this isn't a one-off process. Integrate ROI calculations into your workflows for continuous insights. Regular assessments per campaign, channel, content type, and initiative provide a real-time pulse on what's effective and what needs refining.

Mastering content marketing ROI isn't a luxury — it's a necessity. Follow these steps to ensure your content investments propel your business forward, delivering results that speak louder than words.

See you next week!

??This newsletter is brought to you by OneIMS - a leading digital marketing agency helping B2B organizations grow beyond what they think is possible.?

??Subscribe to Sales & Marketing Insights here: https://www.dhirubhai.net/newsletters/sales-marketing-insights-6878823267545755648/