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There was the one time where I landed a six figure project because of a single blog post and I could see the exact ROI of that post in my checking account – every single penny of it, that is. Usually, however, it doesn’t quite work this way.

I see a lot of content creators left wondering what their hard work of making and distributing their content is actually doing for them.

So how do you measure the ROI of your content marketing efforts?

In this post, I’ll teach you how to measure your content marketing ROI and what metrics you need to start tracking to gain a better understanding of how your content pays off. I’ll also discuss other ways your content marketing can benefit your business and how to actually measure those benefits as well.

  • KS

    Karthik Subramanian

    29 days ago #

    I guess you have captured the basics of how to calculate the ROI of content. And, this is what most businesses are unable to do despite spending millions of dollars on having custom-made solutions.

    That is because they don’t have any way of figuring how their content is performing in the marketplace barring using tools like Google analytics. Or, they rely on vanity metrics on social media such as the ‘number of impressions,’ which isn’t actionable. While Google Analytics gives a fair idea of how your content is performing, using specialized tools (such as Paperflite - https://www.paperflite.com/) tells you deep insights such as:

    1. Time spent on every content piece
    2. Number of views for every content asset
    3. Asset properties - such as owner, size, date created/modified, etc.
    4. Number of times a digital asset has been downloaded
    5. Creator of the digital asset
    6. Type of digital asset - PDF, MP4, JPEG, PNG, DOC, PPT, audio files, etc.
    7. Date it was created/edited/updated
    8. Consumers/creators of digital assets across geographies, teams, etc.

    Such analytics tells you buyer intent and what content your target audience is using to educate themselves. This can help you drive more contextual conversations. For example, a PDF file can tell you how long users spent on one particular page of the document. Or, if your content is a video, then frame-level analytics across the video will tell you what your audience likes in it. If you've published a 30-minute webinar, then tools like Paperflite could tell you where your audience is dropping off.

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