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Content Marketing Metrics that your CEO Needs & Secrets to Content Marketing ROI

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If you are contented with your email open rate, or feeling quite satisfied with numbers of Facebook-Likes that your latest post received, then mind my word, your satisfaction will not last long. Such numbers never impress CEOs; de facto, it may ruin your case because sharing such metrics with CEOs will demonstrate that you are out of touch with latest trends and actual needs of business survival in 2016. Nowadays, few marketers try to use vanity metrics for their survival, but this will never position you as strategic player, instead it will unmask you as a tactical marketer who lacks perceiving ability needed to channelize marketing towards potential growth. CEO prefers to see content marketing metrics that exactly draw a picture about the impacts of your marketing maneuvers on business growth.Content Marketing Metrics

Elizabeth Clor, Sr. Director of Content Marketing at Clarabridge.

Elizabeth Clor, Sr. Director of Content Marketing at Clarabridge.

“Deliver Content marketing metrics that illustrate how your work is impacting the business”, says Elizabeth Clor, Sr. Director of Content Marketing at Clarabridge. Such metrics let CEOs get the right perspective of future sales that set the base of Content Marketing ROI. In this article, first part throws light upon content marketing metrics preferred by CEOs & needed for effective business growth, and then; second part deciphers all the secrets related to content marketing ROI. Now, let us start with our first priority, four Content Marketing Metrics that CEO Needs & they are:

  1. Number of SALs
  2. Measure of Customer Sentiments
  3. Monitoring of Branded Search
  4. Share of Voice
  1. Number of SALs (sales-accepted leads)

SALs are known as sales-accepted lead, which are generated through your marketing efforts, and accepted by sales-team as qualified lead. SALs are befitting metrics for those B2B marketers who use content for fuelling their lead-generating stratagems. Sales-Accepted is considered as a fully fixed meeting of salesperson with prospect. SAL is based on qualitative & quantitative analysis of leads, and in the case of content marketing, you need to bind SAL with individual pieces of content. For instance, if your CEO asks about the time & money spent on a particular content piece for a product-campaign, then you should explain numbers of SALs associated with that content piece. You may also provide data related to actual revenue coming from sales-accepted leads of that piece of branding content, by tracking content-downloads through your sales enablement software like Salesforce. It helps you in gaining actual data of potential deals from each of the prospects who downloaded that specific content piece written by you for product-campaign.

  1. Measure of Customer Sentiments

By measuring customers’ sentiment, you can aptly demonstrate how prospects feel about particular content marketing campaigns. CEOs prefer to know impact of content at every stage of interaction, and you need to update them how your content is acting as a driving force in providing overall customer satisfaction. For instance, you put a video content on Instagram for a product-campaign that is engaging and gets “5,000 Likes” & “600 Comments”. However, if you only show vanity metric of 5,000 likes to your CEO then that would be meaningless. Compared to this, analyzing comment section through Text Analytics Software that depicts emotions related to particular comments on your video-content will be more productive and would be preferred by your CEO.

  1. Monitoring of Branded Search

Monitoring of branded search is one of the most effective key performance indicators (KPI). Sometimes, as a content marketer, you do not include those people in your content marketing metrics, who visit your website just by typing your company’s name, because you do not trust that your content marketing generated their visits. However, such visitors are also significant in growing your company’s revenue, and that is why monitoring direct traffic stats over time is considered quite lucrative. Analytical presentation of such metrics will increase your credential in front of your CEO. When Monitoring of Branded Search correlates with Share of Voice, then it frames up a better picture of business growth for CEOs.

  1. Share of voice

Share of voice is understood as digital conversation. Earlier, this metric was only related with PR professionals, but now content marketers also use it quite preferably. In digital marketing, it belongs to sharing of contents or article mentions or press hits, and it tells about the percentage of conversation of particular product/service/topic that your business owns. It also presents a competitive analysis among you and your competitors who also deal with same product/service/topic. More frequent sharing of your content will ensure more KPI value for your company. Showing analytical data of digital conversation to your CEO will be favorable for you, and also for your company’s growth.

These four metrics play pivotal role in business growth, and therefore marketers must not waste CEOs’ important time with metrics that are good for nothing, because through these metrics, CEOs take effective customer centric decisions. Content marketing metrics that drive business growth are the also base of Content Marketing ROI, the second part of this article. Questions regarding content marketing ROI mostly come from marketers, who struggle in making connection with potential customers on constant basis.

Now, consumers look to get informed and they preferably like to be entertained too. For the failure of a business case & related advertising, one cannot just blame the advertising person, because everyone inside business decides content marketing ROI. For unfolding the secrets of Content Marketing ROI, I prefer using an interesting & interactive Question-Answer Section, as it clears all the air about ROI based on content marketing for companies. Therefore, just go through this section, and in the end, you will automatically find that all secrets of Content Marketing ROIs are unfolded. content marketing ROI

Question-Answer Section

Question: How can I understand the actual meaning of Content Marketing ROI?

Julie Fleischer, former Sr. Director for Data, Content & Media at Kraft

Answer: “Content marketing ROI was four times greater than their most targeted advertising”, says Julie Fleischer, former Sr. Director for Data, Content & Media at Kraft. To understand the actual meaning of Content Marketing ROI, it is important to know your company’s average marketing ROI, and then you need to measure content cost, content utilization & content performance Cost.

Question: How can I measure Content Cost?

Answer: To measure content cost, it is inevitable to conduct content audit. By considering some of the factors like content average costs, design services, copywriting fees, and estimation of cost of time for project management; you can deduce content cost.

 Question: How can I measure Content Utilization?

Answer: As per a report of Sirius Decisions,   60 to 70% of content goes unused, and content that never gets used is considered 100% waste in content marketing. Therefore, it is very important to track both, content production & content usage. Using external channel for auditing metrics of usage would be beneficial in knowing content utilization.

Question: How can I measure Content Performance?

Answer: Content performance is generally thought as a measure of social shares, page views, and number of clicks, but, actually, content performance should primarily be tied with the business cases for which content marketing campaigns are designed. Going beyond traffic metrics and taking care of engagement rates along with conversion rates, should be the prime focus while measuring content performance. By aptly building a content marketing business case, you can measure content performance.

Question: How can I build en effective content marketing business case?

Answer: For building an effective content marketing business case, you need to go through following three stages:

  1. Use content marketing for reaching up to early-stage buyers: This is the first stage, which belongs to early stage introductory content that should be not be overtly promotional. It belongs to the analysis of fair share of conversations, unbranded search traffic, cost of advertizing, cost of organic vs. paid traffic, cost of unused content.
  2. Try to engage new potential buyers with your brand: In this stage, you can quantify the opportunity to reach and convert your early stage buyers. It belongs to the analysis of time spent, bounce rate on content, repeat visits, time engaged with brand, and value per subscriber.
  3. Go for conversion that you would have never touched: Finally, in this stage you can measure content marketing in assessable ways that decide ROIs of your business. In this stage you can analyze leads, sales revenues, content marketing ROI, overall marketing ROI, customer retention and lifetime value of businesscontent ROI Factors

Conclusion: For analyzing content marketing ROI, it is important to build a business case by aptly understanding your business possibilities & related functionalities. Additionally, by understanding content’s costs, its usage & performance, you can easily decode average marketing ROI of your company that will also help you in achieving higher return on investments. By doing so, you will be an expert in building favorable business cases that will help you in efficiently reaching to new customers. By retaining them through apt and effective customer engagement plans (which is the base of long-term relationship), you can ensure lucrative profits with enhanced ROIs for your company.

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