Lee Odden

Content Marketing ROI 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.

If you would like to shine some light down the rabbit hole of content marketing ROI, we have just the thing for you: A new eBook called, Showing Real ROI for Your Content Marketing. We tapped some of the most renowned and accomplished content marketing experts on the planet to point you in just the right direction.

From the 2013 content marketer of the year, Julie Fleischer of Kraft Foods to the founder of Content Marketing Institute and Content Marketing World, Joe Pulizzi, the track record behind this group of content marketing influencers is hard to beat. In this content marketing ROI eBook, these experts cover everything from looking at ROI in entirely new ways to specific and actionable measurement tactics. It’s a must read.

Content Marketing ROI experts

Here’s the full list of the 10 content marketing experts tapped for this ROI eBook – all of whom you can see live at the upcoming Content Marketing World conference in Cleveland, Sept 8-11, 2014.

Nicole Smith @NicoleSatDell
Managing Editor, Tech Page One at Dell
“Begin at the Beginning”

Joe Pulizzi @joepulizzi
CEO at Content Marketing Institute
“Connect the Why to Results”

Jay Acunzo @jay_zo
Director of Platform & Community at NextView Ventures
“Resonate Your Way to ROI”

JoAnn Sciarrino @JoSciarrino
Knight Chair, Digital Advertising & Marketing at UNC Chapel Hill
“On With Their Heads (And Hearts)”

Michael Brenner @BrennerMichael
Head of Strategy at NewsCred
“Start Small, Start Now”

Andrew Davis @TPLDrew
Author at Brandscaping
“Measure Marketing Through Trends”

Julie Fleischer @jfly
Director, Data + Content + Media at Kraft Foods
“For True Content ROI, Get Creative”

Robert Rose @Robert_Rose
Chief Strategy Officer at Content Marketing Institute
“Seeking Meaning Over Mediocrity”

Pawan Deshpande @tweetsfrompawan
CEO at Curata
“We’re All Mad About Metrics”

Ardath Albee @ardath421
CEO & B2B Marketing Strategist at Marketing Interactions
“Make the Impossible, Possible”

Content Marketing ROI eBook #CMWorld from TopRank® Online Marketing

Showing Real ROI For Your Content Marketing is the fourth and final eBook in our series that features a selection of speakers from the 2014 Content Marketing World conference.

Content Marketing Wonderland eBooks

You can find all four eBooks here:

Return on Influence. This series of eBooks is a result of TopRank Online Marketing partnering with Content Marketing Institute, the organization behind the Content Marketing World conference along with our sponsor Curata. Being able to work with some of the top minds in the content marketing industry to create such valuable resources has been a journey of it’s own. We hope our community has enjoyed these eBooks and look forward to seeing you at the upcoming CMWorld conference.

I want to thank all 42 of the Content Marketing World speakers that participated in this eBook series. Together, we’ve created an incredibly useful resource that marketers all over the world can use. We’ve also introduced the Content Marketing World conference and our sponsor, Curata, to tens of thousands of online marketers.

Learn to Walk the Talk!

Content Marketing World presentation:  I will be presenting on how to develop co-created content programs like this at Content Marketing World. The presentation is on September 9th at 3:30pm (Content + Influencer Marketing = A Powerful Way to Grow Your Business).

Hands on Content Marketing Lab: TopRank’s Susan Misukanis is moderating a full day lab, Content Marketing for Technology and Software Companies September 11 where you will get to learn from top content marketing practitioners from Dell (Connie Bensen), LinkedIn (Koka Sexton and Deanna Lazzaroni) and Pam Didner, previously with Intel and author of the new book, Global Content Marketing.

Don’t miss out on the largest content marketing conference in the world. If you you’re thinking of attending Content Marketing World Conference in Cleveland, OH Sept 8-11, I can save you $100 off of the registration if you use the code: TopRank.

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Lee Odden About Lee Odden

@LeeOdden is the CEO of TopRank Marketing and editor of Online Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on B2B marketing topics including content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely running, traveling or cooking up something new.


  1. Looks like an interesting ebook. It is certainly difficult at times to pinpoint ROI in some areas.

  2. Hey Lee – great stuff as usual. I know this post has been out for a while but it just popped up on my radar. Another way of thinking about these high-level KPIs is to view the web not as a channel, but as a market in its own right. It brings buyers and sellers together, it has competitive forces, and it involves information flow. So it can be evaluated using KPIs like webshare (the web equivalent of market share). I won’t “link bomb” here but can point you to a more detailed article about this on LinkedIn if there’s an interest.

    • Thanks Tom. This preview of last year’s Content Marketing World conference is a good appetizer for what the speakers presented in full – including more detailed descriptions of content marketing performance measurement. We’re in the midst of producing the 2015 edition of CMWorld’s eBook series right now. The Content Marketing ROI eBook for 2015 will publish here June 22nd.