May 27, 2022

How to Measure ROI on Content Marketing (2022 Guide)

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Last updated:
May 27, 2022

Measuring the ROI of content marketing is an essential aspect of digital marketing, but it's difficult to do without some data on campaign costs, earnings, and results.

In this article, we'll take a look at some of the key metrics for measuring ROI, as well as how to measure content marketing's effect on your business.

Content is the engine behind all inbound strategies, and there are many ways to measure its impact.

person writing on white paper

Calculating return on investment for content marketing

If you're doing any kind of content marketing, it's important to calculate your return on investment (ROI) to determine whether or not the campaign was worthwhile. ROI is the value of each sale converted through your marketing efforts.

While every brand wants to increase its ROI through content marketing, some prioritize certain metrics over others. Here are a few ways to calculate ROI for content marketing. These metrics can be applied to both B2B and B2C campaigns.

How to calculate content marketing ROI (formula)

One method for calculating ROI for content marketing is to look at how many visitors your content generates. If you're generating two leads for every 1,000 visitors, then your ROI is $1000 per visitor.

If that leads to two sales, then you've invested $1000 in content marketing. That's a 100% return on investment.

Other methods of measuring return on investment include the costs of content distribution such as podcasts, email blasts, webinar platforms, blogs, white papers, and content writers.

Another method of measuring content marketing ROI is to measure how much revenue you make from it.

Although it's more difficult to attribute the value of content marketing to individual readers, you can use a standard ROI formula to measure the impact of your content on your business.

You can calculate your content marketing ROI by dividing your expenses by the number of visitors your website receives.

Once you know the return on investment for your content marketing strategy, you can decide if the content is worth the time and money you invest in it.

person using black tablet computer

Your sales team, content marketing, and how to measure content marketing ROI

Besides focusing on improving the content strategy, you should also remember the website. Ultimately, it is your content hub and your brand's headquarters. Without a good website, you won't have as many readers or Google rankings.

Therefore, you should not neglect your website's quality and functionality. This can be done by incorporating some best practices into your website. And remember, good website design is the key to success!

Content marketers should calculate their ROI in every step of the process. The return on investment should reflect the cost-benefit balance of a marketing strategy. Increasing brand awareness is just one of the benefits of content marketing.

However, ROI is not the only measure to evaluate a content marketing strategy. Increasing lead generation is just one part of it. In addition, ROI can help to increase your company's brand value.

Measuring ROI for content marketing

Measuring ROI for content marketing is important to gauge the effectiveness of your efforts. While engagement is important, it is harder to translate to revenue.

To track your ROI for content marketing, it helps to measure website traffic. Use tools such as Google Analytics or BuzzSumo to identify popular content and boost it for higher shareability.

And remember, website traffic is your most important metric for success. Without traffic, there are no ingresos.

With enough time and effort, a business can build a reputation and authority online. The more credible you are online, the higher your search engine rankings will be.

To build a reputation as an expert, you need to provide valuable answers and guide your audience to better experiences.

Content marketing also helps you reduce costs such as media, workforce, and contracts. A good ROI from content marketing is based on a number of factors, including brand awareness and customer satisfaction.

people sitting down near table with assorted laptop computers

Conversion rate, organic traffic, lead generation, and more

When calculating ROI for content marketing, focus on conversion rate, organic traffic, lead generation, and social media engagement. You can also focus on the number of emails you receive from your content marketing efforts.

A well-run content marketing campaign can help you build brand awareness and educate your target audience, generating revenue and driving social media engagement.

Ultimately, content marketing can produce a high ROI if used properly. However, determining ROI can be difficult. To make your content marketing efforts more successful, measure the metrics that matter most to you.

Generating traffic, leads, conversions, and revenue

In addition to traffic, your content must generate a certain level of ROI to make it worthwhile. A low ROI can signal changes in distribution channels, content, and strategy. A free analytics tool such as Google Analytics provides essential information about your audience's preferences. By using this information, you can strategize accordingly.

It also provides real-time coverage, allowing you to make changes when needed. It is important to keep in mind that ROI is not a one-time measurement, but an ongoing process.

man using MacBook

Tracking time on page or other content marketing metrics

A great way to measure ROI for content marketing is to track the consumption of the content. By tracking how often visitors consume your content, you can gain insights into how they navigate your site.

By analyzing this information, you can better understand where your customers get the information they are looking for and how they interact with your content. You can even correlate these two metrics to your brand perception.

Once you understand the metrics of your content marketing campaigns, you can make a smarter decision when implementing them in future campaigns.

Understanding content marketing ROI and LTV

Content marketing requires time, dedication, and research. While this type of marketing is difficult to quantify numerically, it does generate leads and build trust with potential customers. That trust will increase the chances of future purchases.

You can also use this information to improve your marketing campaigns. But before you start measuring your ROI for content marketing, you must understand how your campaign is performing. It is important to understand what is working for your business.

Measuring ROI for content marketing requires a solid understanding of what drives traffic to your website. A good way to measure this is to measure how many shares your content receives on social media.

This will give you an idea of whether or not it is converting visitors. However, it is also important to gauge the success of your content marketing strategy by looking at how it is performing in search.

You can also measure your content's performance in social media and track the share counts from different social media channels.

What are your company objectives?

The return on investment for content marketing varies depending on your objectives. A 15% ROI may sound great to a company with little offline marketing gains. But a 33% ROI could be a huge disappointment to an equally effective content marketing campaign.

That's why it's important to adjust your goals as you go along. Moreover, it's essential to monitor your analytics regularly. The ROI for content marketing is often difficult to measure, so it's important to keep an eye on your results.

Another way to measure ROI for content marketing is to track click-through-rates. The CTRs or click-through-rates can give you insight into how many visitors convert to customers from a specific URL.

Essentially, click-through-rates measure how much content is impacting a company's revenue. While this is great for tracking site traffic, it does not reflect the effect of social media on conversion rates.

Content marketing key performance indicators that matter (measuring content marketing success)

Content marketing KPI's that matter.

We'll look at the first two measures to see if they can assist us answer this issue. You'll need to look at leads and sales to figure out how much money your content can make.

1. High-quality lead

Great content draws an audience, and an audience may produce leads, according to our guide to lead generation. That is why content marketing is so important for generating leads.

Lead quality may be measured in a variety of methods. If you've recently published an awesome blog article with a lead magnet or content upgrade, for example, you'll know it's attracting quality leads if:

People read your blog article and download your lead magnet, indicating that they are considering doing business with you.

Your visitors look at materials that are connected to your marketing or sales funnel.

Visitors that have pre-sales queries contact your sales staff.

These behaviors suggest that your content is creating qualified leads who are likely to purchase at some point in the future.

Check to check whether your visitors are viewing crucial pages on your site, such as your price page, to determine if they're qualified. You'll need to set up objectives in Google Analytics to do so.

Go to Conversions » Goals » Funnel Visualization once you've defined your analytics goals to observe which pieces of content help convert individuals into leads.

An example from a freelance writer follows. On this site, 30.37% of visitors who went to the Trial Page ended up on the checkout page, indicating that they are interested in trying out these services and hence qualify as qualified leads.

In Google Analytics, a funnel visualization for objectives is available.

If you're getting a lot of traffic but a poor conversion rate, it's a sign that the leads you're attracting are low quality and aren't interested in what you have to offer.

2. Profits or revenue

Then you'll look at how many of these leads develop into sales and how much those sales are worth. One of the major figures in the content marketing ROI calculation we mentioned before will be calculated as a result of this.

If you have qualified leads and are nurturing them with the appropriate content at the appropriate time, some of them will buy something.

If you've enabled eCommerce in Google Analytics, you can receive accurate figures by going to Behavior » Site Content » All Pages.

The Page Value column in this view displays the average value for a page a user viewed before arriving at the goal page or completing an eCommerce purchase. This figure offers you an indication of which pages on your site contribute the most to income.

Google Analytics' page value is a useful content marketing ROI statistic.

Nonetheless, this will only track conversions that occur inside a single session. Content marketing isn't always as straightforward as it appears.

What if a visitor reads a blog article they found on Google, then leaves your site to conduct some comparison shopping and research before returning to make a purchase the next day?

Assisted Conversions in Google Analytics may also be used to track this. Assisted Conversions is a metric that measures how many conversions a channel (such as paid advertisements or organic search) helped with at any point in the customer's journey.

Go to Conversions » Multi-Channel Funnels » Assisted Conversions to check which channels are aiding in your conversions. To check how much money a channel earned directly and indirectly, simply click on it and look at the Lead or Click Direct Conversion Value column.

Conversions reporting using Google Analytics for content marketing ROI

Pay attention to content performance throughout time as well as present performance, since some pieces of content may become more or less relevant over time, resulting in more or fewer leads and sales.

This may be accomplished simply altering the date settings of the tool you're using. To alter the dates in Google Analytics, follow these steps:

In Google Analytics, you may change the date range.

To access the calendar, go to the top right corner of the screen and click on the date.

You can select a predefined time period from the dropdown menu, such as the previous week or month, or browse through the calendar to enter your own start and end dates.

To determine if your conversions and sales are rising or dropping over time, use the little Compare to: checkbox to compare the selected data to the preceding period.

When you click Apply, your data will be refreshed immediately. As you navigate through the Analytics app, you'll view statistics for this time period.

This can help you determine which pieces of content are more effective over time and whether they should be included in your sales funnel. Any content marketing ROI report must include these information.

Because leads and sales are directly related to revenue, it's simple to calculate content marketing ROI. We'll talk about engagement in the next two content marketing metrics.

Engagement is a bit more difficult to translate into income as a performance indicator, but it's still worth measuring if you want to get a complete view of your content marketing ROI.

3. Web Traffic or Organic Traffic

The basis of content marketing success is website traffic; without traffic, there is no money.

True, but dramatic. Nobody is going to buy from your material if no one is looking at it.

You may use Google Analytics to see how much traffic a piece of content is generating for your website. Select Behavior » Site Content » Landing Pages from the main menu. This report will show you which pages your visitors land on first when they visit your website. It's arranged by default with the most popular sites at the top.

The most popular material is displayed on the landing pages with the greatest traffic.

You may compare time periods to see how your traffic is growing over time, in addition to just looking at your raw traffic figures.

It's also a good idea to check at the source of your traffic, which is known as referral traffic. You can figure out which aspects of your marketing plan are producing traffic with the potential to convert and which portions are wasting your time once you know the source of your traffic.

Here's an easy way to figure out where your most popular landing pages are getting their traffic:

Select the page you wish to investigate from the landing pages report. Then select Acquisition » Source/Medium from the Secondary Dimension menu.

You'll be able to see where that landing page's traffic is coming from now. As you can see in this example, the majority of users find this website through searching on Google:

When you get results like these after spending a lot of time on social media promoting your content, you know something is wrong with your social media marketing plan.

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