Welcome to the latest post in our Contently Labs series, where we answer common questions we hear from current or prospective brand publishers. Today’s question:“How do I measure the ROI of my content marketing efforts?”
There are a few guarantees at content marketing conferences. Buzzwords. Free booze. People freaking out over measuring the ROI of their content efforts.
Indeed, content marketing ROI is often regarded like a buried treasure being chased by an industry of Captain Jack Sparrows. But it doesn’t have to be that way.
Properly calculating ROI is far from a pipe dream; in fact, every marketer has the tools at their disposal to properly tie their content performance to business results. It involves properly understanding content’s role in building relationships with consumers, and properly modeling brand lift, engagement, loyalty, and conversion events.
Let’s begin with those relationships and the always-on sales funnel.
1. UNDERSTANDING THE FUNNEL
Understanding how to measure content begins with understanding where consumers engage with content in the lifespan of a purchase and post-purchase. As the below chart from McKinsey shows, the new consumer decision journey is actually a relationship between brands and customers that involves near-constant interaction. The best way to build this relationship? Content.
