content marketing ROI

New Report: Content Marketing Performance – A Framework to Measure Real Business Impact

Content Marketing Performance: A Framework to Measure Real Business Impact

It’s safe to say that in 2015, the vast majority of businesses are creating content for marketing (B2C 77%, B2B 86%) 2015 CMI/MarketingProfs.

But to what end?

Content can create impact for a business in many ways, including boosting reputation, increasing revenue, improving operational efficiencies or growing the value of the brand.

Unfortunately, most companies are chasing ROI instead of planning for measuring the full spectrum of value content can deliver for a business.

This is the challenge content strategists and digital marketers are facing in conference and boardrooms all over the world. Business executives are no longer satisfied with metrics around volume and are demanding insight into impact of content marketing investments.

Creating Content That Drives Revenue: Jason Miller and Shafqat Islam

Jason Miller and Shafqat Islam

It’s another packed house in the ROI track with LinkedIn’s Jason Miller and NewsCred’s Shafqat Islam taking the stage after Shane Snow’s inspiring session. The duo did not disappoint. When it was over, the gentleman seated behind me said, “that was the best presentation I’ve seen yet.” The gentleman next to him concurred.

Shafqat kicked it off with a fantastic segue from Shane Snow’s Che Guevara story, telling the crowd about the Che poster he proudly displayed on his wall when he was younger. He then cited the following George Bernard Shaw quote:

If at age 20 you are not a communist then you have no heart. If at age 30 you are not a capitalist then you have no brains.

Infographic: Achieve Real Content Marketing ROI – 10 Tips from CMI, Dell, Kraft Foods, Curata, NewsCred

Content Marketing ROI

Understand Why Before ROI with Content Marketing

The rush towards the content marketing bandwagon can seem as chaotic and nonsensical as most of the adventures of Alice in Wonderland. There are Cheshire Cats offering ambiguous advice and Red Queen business managers demanding results now or, “off with their heads!”

There is no satisfaction from investing in creating more content if the purpose (or porpoise) is not clear. This is why “the why” of content marketing is so important.  Joe Pulizzi makes this quite clear with his recommendations in the Content Marketing ROI eBook:

To see if you’re on the right path, use the Why? Exercise:

How to Show Real ROI for Your Content Marketing eBook

Content Marketing ROI

We must hold ourselves accountable to higher level KPIs so we can stop fighting for our discipline and start fighting for more budget. Julie Fleischer @jfly

The most elusive of white rabbits in the content marketing world seems to be the question of how to best measure ROI. According to a study by CMI and MarketingProfs, over 50% of marketers are investing more budget in content marketing and the most effective marketers spend more than double than the least effective marketers. While budgets are moving in the right direction, measuring ROI still has some progress to make. According to HubSpot’s State of Inbound Marketing study, less than 50% of marketers can confirm content marketing’s positive ROI.