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How to Measure Content Marketing ROI For Each Stage of the
Funnel
Most content marketers think that content ROI is
a mythical beast.
27,000,000 pieces of content shared each day (Nielson)
The average attention span has dropped from 12 seconds
in 2008 to 8 seconds (Statistic Brian)
The average attention span of a goldfish is 9 seconds
(Statistic Brain)
B2B marketers spend 30% of their marketing budget on
content (CMI)
Conversion rates for brands using content is 6 -7x higher
(Aberdeen)
But…
Only 27% of marketers say they are
effectively tracking content metrics…
Why is Content ROI a Struggle?
• Marketers don’t think about ROI
during content creation
• Marketers aren’t aligned on
metrics amongst teams
• Marketers don’t know how to
measure content effectively
How to Measure Content Marketing ROI For Each Stage of the Funnel
Take the Following Steps
• Establish goals and measurement estimates up front
• Define what you want to measure for each content asset
• Align with all key stakeholders and get their input
What Are Other Marketers Measuring?
Track Different Metrics At Different Stages in Your Sales Funnel
Early Stage Metrics
Traffic to Your Website
• Google analytics
• Increase and decrease in
traffic
• Referring sources
• Exit pages
• Bounce time
• Top content assets
Content Downloads/Leads Generated
• Can track in your marketing
automation or CMS
• Can track in attribution
platform
• Downloads either via click or
form fill
• Views of content if not
downloadable files
Sourced Revenue and Pipeline
• What content is sourcing
accounts that turn to pipeline
and deals?
• Can track in attribution
platform or CRM
Social Engagement
• Social shares
• Social likes
• Social comments
• Social follower increase
Mid and Late Stage
Metrics
Quality of Incoming Leads from Content
• What is the quality of leads
coming through your content
programs?
• Do they move to MQL, SQL,
Opp, and deal stages?
• You can track this through
your CRM or attribution
platform
Influence on Pipeline and Revenue
• What content
influences leads to
become opps and
closed deals?
• What content can be
attributed to revenue
for the business?
• Multi-touch attribution
modeling in an
attribution platform
Account-Based Influence
• What content influences target accounts?
• What content sources leads from target accounts?
• What content influences the velocity of a target account deal cycle
• Tracked in an attribution platform
Sales Usage
• Is sales using your content in
their deals?
• How are they using your
content?
• Are they asking for printed
content?
• Are they sending leads your
content?
Set Your Programs Up for
Success
Organize Your Content Programs Up
• Organize programs in
Marketo for easy tracking and
sorting
• Have consistent naming
conventions
• Create programs for gated
and ungated content
Track Content Holistically Across All Channels
• Use parent/child bucket
programs in SFDC to look at
how a content asset does
across all channels and
campaigns
• Enables you to look at a roll-
up value without double
counting
Q&A

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How to Measure Content Marketing ROI For Each Stage of the Funnel

  • 1. How to Measure Content Marketing ROI For Each Stage of the Funnel
  • 2. Most content marketers think that content ROI is a mythical beast.
  • 3. 27,000,000 pieces of content shared each day (Nielson) The average attention span has dropped from 12 seconds in 2008 to 8 seconds (Statistic Brian) The average attention span of a goldfish is 9 seconds (Statistic Brain) B2B marketers spend 30% of their marketing budget on content (CMI) Conversion rates for brands using content is 6 -7x higher (Aberdeen) But… Only 27% of marketers say they are effectively tracking content metrics…
  • 4. Why is Content ROI a Struggle? • Marketers don’t think about ROI during content creation • Marketers aren’t aligned on metrics amongst teams • Marketers don’t know how to measure content effectively
  • 6. Take the Following Steps • Establish goals and measurement estimates up front • Define what you want to measure for each content asset • Align with all key stakeholders and get their input
  • 7. What Are Other Marketers Measuring?
  • 8. Track Different Metrics At Different Stages in Your Sales Funnel
  • 10. Traffic to Your Website • Google analytics • Increase and decrease in traffic • Referring sources • Exit pages • Bounce time • Top content assets
  • 11. Content Downloads/Leads Generated • Can track in your marketing automation or CMS • Can track in attribution platform • Downloads either via click or form fill • Views of content if not downloadable files
  • 12. Sourced Revenue and Pipeline • What content is sourcing accounts that turn to pipeline and deals? • Can track in attribution platform or CRM
  • 13. Social Engagement • Social shares • Social likes • Social comments • Social follower increase
  • 14. Mid and Late Stage Metrics
  • 15. Quality of Incoming Leads from Content • What is the quality of leads coming through your content programs? • Do they move to MQL, SQL, Opp, and deal stages? • You can track this through your CRM or attribution platform
  • 16. Influence on Pipeline and Revenue • What content influences leads to become opps and closed deals? • What content can be attributed to revenue for the business? • Multi-touch attribution modeling in an attribution platform
  • 17. Account-Based Influence • What content influences target accounts? • What content sources leads from target accounts? • What content influences the velocity of a target account deal cycle • Tracked in an attribution platform
  • 18. Sales Usage • Is sales using your content in their deals? • How are they using your content? • Are they asking for printed content? • Are they sending leads your content?
  • 19. Set Your Programs Up for Success
  • 20. Organize Your Content Programs Up • Organize programs in Marketo for easy tracking and sorting • Have consistent naming conventions • Create programs for gated and ungated content
  • 21. Track Content Holistically Across All Channels • Use parent/child bucket programs in SFDC to look at how a content asset does across all channels and campaigns • Enables you to look at a roll- up value without double counting
  • 22. Q&A