Finding an exact measurement of your company’s return-on-investment (ROI) can seem like a daunting task. ROI on its own is an easy enough concept to wrap your head around, as it’s exactly what it sounds like: a measurement that shows the return, or profit, you’ve earned from the original investment you made in your marketing efforts.
Calculating the specific ROI of the content you produce, however, is significantly more complicated. So much so, that a recent study conducted by the Content Marketing Institute found that 47% of all B2B marketers, and 34% of B2C marketers, ignore their content marketing ROI altogether.
As complicated as calculating an ROI can seem, disregarding it in your marketing strategies can prove disastrous. Without the information your ROI provides, your content marketing strategies can become ill-defined and amorphous, lacking the direction and unbiased feedback you need to accurately pinpoint successes and find the kinds of content that are worth investing in, and the kinds that are not.
The simple steps below will help you outline the basics of content marketing ROI, walk you through the process of measuring your ROI, and reinforce how important those measurements can be to your brand’s successful growth.