With over 90% of BtoB and BtoC companies investing in content marketing (study by CMI and MarketingProfs) it’s remarkable that 90% of companies are not confident in their ability to measure the ROI of their content marketing efforts (study by Contently).
Information overload makes reaching customers with content more challenging than ever and business leaders need to know where their investments in content are paying off.
Luckily, we tapped 10 content marketing experts who know all about measuring the performance and ROI of content to get their advice. Who did we get these content marketing ROI words of wisdom from? None other than Joe Pulizzi, the founder of Content Marketing Institute and the Content Marketing World conference. We also talked to Julie Fleischer from Kraft Foods, a winner of the Content Marketer of the Year award.
Additionally, we talked to Michael Brenner of NewsCred, BtoB marketing legend Ardath Albee, Robert Rose from Content Marketing Institute, Nicole Smith, the managing editor of Dell’s TechPageOne, Pawan Deshponde from Curata, JoAnn Sciarrino from UNC Chapel Hill, Jay Acunzo from NextView Ventures and 2014 Content Marketing World keynote speaker, Andrew Davis.
We connected with these industry experts for answers to what can only be described as a staggering level of uncertainty about content marketing ROI. And we put it all in an eBook that you can view here and also download for free:
Joe Pulizzi, CEO at Content Marketing Institute
“Skip analytics reports for your CMO. Instead, focus measurement reporting on performance: sales, cost savings, and customer retention.” @joepulizzi Tweet this
Julie Fleischer, Director, Data + Content + Media at Kraft Foods
“Without attributable sales results, you must get creative measuring content ROI through cost savings, marketing efficiency, and specialized insights.” @jfly Tweet this
Michael Brenner, Head of Strategy at NewsCred
“Content marketing is the thing that will save marketing itself, because it works. Track costs, measure results & trace those metrics back to business value.” @BrennerMichael Tweet this
Nicole Smith, Managing Editor, Tech Page One at Dell
“‘Get real’ with content by surveying your audience, through usability testing, listening socially & folding that data into your content strategy.” @NicoleSatDell Tweet this
Andrew Davis, Author at Brandscaping and Keynote Speaker
“The more you focus on measuring market size vs. market share, the more revenue you’ll generate. Create content to grow your entire market.” @TPLDrew Tweet this
Ardath Albee, CEO & B2B Marketing Strategist at Marketing Interactions
“Determining ROI in the B2B space takes creativity. Measure content relevance to boost performance & manage content quality to increase sales follow through.” @ardath421 Tweet this
Robert Rose, Chief Strategy Officer at Content Marketing Institute
“Traditional ROI measures are flawed. Focus on measuring content, vs. teams, both quality and quantity, and see ROI as progress, not a destination.” @Robert_Rose Tweet this
Pawan Deshpande, CEO at Curata
“To gain insight for more effective content marketing strategy, focus on 3 metrics: performance, operations & ROI.” @tweetsfrompawan Tweet this
JoAnn Sciarrino, Knight Chair, Digital Advertising & Marketing at UNC Chapel Hill
“Your brand lives in the consumer’s mind. Measure the emotional or brand attachment between people and brands.” @JoSciarrino Tweet this
Jay Acunzo, Director of Platform & Community at NextView Ventures
“Determine the biggest problem facing your buyers and create a resource that solves that problem.” @jay_zo Tweet this
How have you tackled measuring the performance and ROI of your content marketing?