{"id":24778,"date":"2022-12-20T16:36:56","date_gmt":"2022-12-20T16:36:56","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/20\/how-to-measure-content-marketing-roi-the-right-way\/"},"modified":"2022-12-20T16:36:56","modified_gmt":"2022-12-20T16:36:56","slug":"how-to-measure-content-marketing-roi-the-right-way","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/20\/how-to-measure-content-marketing-roi-the-right-way\/","title":{"rendered":"How to Measure Content Marketing ROI (The Right Way)"},"content":{"rendered":"

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When it comes to marketing, there is no doubt that content is king. But according to a recent Parse.ly study<\/a>, 53% of organizations\u2019 revenue goals are not tied to content. This is a major pitfall. If you don\u2019t know how your content is impacting your bottom line, how can you know what\u2019s worth your money and what\u2019s not?<\/p>\n

\"53%<\/p>\n

Although many believe that calculating the return on investment (ROI) of content marketing is a mystery that remains largely unsolved, this simply isn\u2019t true. Your content efforts are highly attributable, but there are some mistakes to avoid.<\/p>\n

So in this post, I\u2019m going to provide everything you need to get the most accurate picture of your performance.<\/p>\n

Table of contents<\/h2>\n

What is content marketing ROI?<\/h2>\n

Content marketing ROI is the revenue gained from content marketing as a percentage of the amount you spent on it.<\/p>\n

Some might say there is more to it than calculating how much revenue it brought in, and I agree in part. But if we are being serious, all the metrics in marketing<\/a> are aimed at the same central goal: driving revenue.<\/p>\n

If a content marketing campaign drives traffic, engagement, and awareness, it\u2019s still a failure if it doesn\u2019t positively impact your bottom line.<\/p>\n

Take this Google Data Studio dashboard, for example:<\/p>\n

\"content<\/p>\n

Image source<\/em><\/a><\/p>\n

Data Studio is an invaluable marketing tool<\/a>, and the metrics it shows are noticeable content marketing gains, but they don\u2019t tell a complete story. You need to understand how much money and effort went into the campaign to see if your hard work has brought about any reward. Otherwise, you can\u2019t know what\u2019s worth reproducing and scaling.
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The formula for calculating content marketing ROI<\/h2>\n

The formula for calculating content marketing ROI is: Revenue from content minus content marketing spend, divided by spend.<\/p>\n

For example, let\u2019s say your total investment in content marketing is $7,500 per month, and the amount of revenue you can attribute to content marketing is $10,000.<\/p>\n

( ($10,000 \u2013 $7,500) \/$7500 ) x 100 = 33.3%.<\/p>\n

Your content marketing ROI is 33%. In other words, you\u2019re getting about $1.33 back on every $1 you spend.<\/p>\n

\"content<\/p>\n

But let\u2019s say you are spending $5,000 on content marketing each month and it\u2019s bringing you 35 users worth $49 each. That\u2019s a return of $1,175.<\/p>\n

(($1,175 \u2013 $5,000) \/ $1,175) x 100 = -65.7%.<\/p>\n

This means your content marketing ROI is -66%. You\u2019re losing money.
<\/p>\n

Why calculate your content marketing ROI?<\/h2>\n

Having visibility into your return on investment is essential for any content marketing strategy<\/a>. Let\u2019s take a look at why:<\/p>\n

1. Know where to put your investment<\/h3>\n

I recently spoke to the founder of a SaaS company who wanted to onboard me as a freelance writer. He knew that 80% of his customers, and therefore his revenue, was acquired through the company blog, so he wanted to increase his investment in content and SEO.<\/p>\n

He came to this decision because he could tell how well content marketing had helped his company and that blogging was its most important channel.<\/p>\n

And side note, he is not alone:<\/p>\n

\"highest<\/p>\n

In other words, the ability to attribute revenue to a specific channel or content type will empower you to spend your money on what matters the most. After all, content marketing doesn\u2019t work for everybody the same way. You may be finding success in blogging<\/a> while your competitors may be killing it on social media<\/a>.<\/p>\n

When you dig into your data to get your content marketing ROI, you can understand:<\/p>\n