Measuring the Impact of Content Marketing

One of the most frequent questions we get from brands is: “How can I measure the impact of my content marketing?” SiriusDecisions reports that 83 percent of B2B companies plan to increase their content budgets this year, yet zero percent believe they’re effectively measuring ROI. So how can brands determine a return on their investment?

I’m so excited to be addressing this question at the upcoming SiriusDecisions Summit #SDSummit. Shawna Dennis, Global Head of Content Marketing at Manulife, will join me to share a case study on how the global insurance brand avoided $1.2 million in content creation costs by partnering with Contently.

At the outset, Manulife, like many large multi-national enterprises, was struggling to establish a consistent brand voice across teams and regions. They also wanted to develop a more efficient process for creating content. Manulife partnered with Contently to leverage technology that would improve its content sharing, localization, and analytics. A year later, Contently’s platform created a data-driven engine that fueled collaboration across departments and helped the company maximize Manulife resources.

“Our goal was to establish a content marketing function that would support our business units around the world," Dennis told The Content Strategist. “We needed to provide access to content and insights that would help all divisions meet their objectives—something that was easy to adopt."

If you’re a B2B marketing professional attending #SDSummit this year, I hope you can join me for Shawna’s presentation on Tuesday, May 16 at 10:15 a.m. If not, we’ll be at booth #643 and would love to see you. If you’d like to schedule a demo of our newest features, book a private meeting during the conference, or simply stay informed of all things Contently at the Summit, you can sign up for our VIP list here.