Measuring the return on content marketing is a dicult challenge. A simple view on clicks, as for so many digital advertising solutions, is not a satisfactory measure when the return on investment in content creation needs to be far more tangible against brand goals such as purchase intention, brand perception and advocacy. And as we witness an ongoing evolution of the purchase funnel, where consumers follow less traditional, less well understood paths to purchase, it’s timely to re-think ‘ROI’ in terms of the ‘Return on Inspiration’ we create when engaging our customers with brand-created content.

1. Return On Inspiration
Everybody’s talking about it. But are they actually doing it? Content marketing offers a
tremendous opportunity for brands. Return on Inspiration, a new research study from
Yahoo (the largest content marketing study of its kind in Europe) gives exclusive insight
into how brands can turn content marketing talk into actual, brand-building outcomes.
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2. Return On Inspiration
ROI in the new world of content marketing
Inspired by these findings?
Contact your Yahoo sales representative.
Or email info-yahoo@yahoo-inc.com to find out more.
ADVERTISING
Measuring the return on content marketing is a difficult challenge. A simple view on clicks, as for so many
digital advertising solutions, is not a satisfactory measure when the return on investment in content creation
needs to be far more tangible against brand goals such as purchase intention, brand perception and advocacy.
And as we witness an ongoing evolution of the purchase funnel, where consumers follow less traditional, less
well understood paths to purchase, it’s timely to re-think ‘ROI’ in terms of the ‘Return on Inspiration’ we create
when engaging our customers with brand-created content.
Content marketing should start with inspiration, working upwards to measurement, which is about more than
simply the views your content generates. Done right, content marketing is highly shareable and boosts brand
talkability. Content marketing campaigns on Yahoo and Tumblr have deliver earned media up to 40% of the
entire campaign spend. That kind of halo effect, now backed by robust estimates of the value to your business
across key marketing objectives, is an opportunity awaiting your brand.
Methodology
Return on Inspiration from Yahoo spanned four markets - the UK, France, Germany and Italy - engaging more than 4,000 people through focus groups, online
diaries and questionnaires. Yahoo's partnership with the Marketing Society in the UK provided great insight from the industry's senior marketing influencers.
Semiotic analysis also explored visual cues that might underpin engagement with brand-created content.
The Marketer’s Manifesto
All brands, whether new or established, have the potential to inspire. Return on Inspiration research from Yahoo
reveals six steps to creating inspiring content marketing:
Return On Inspiration research from Yahoo
has found that inspiration is the key driver
for successful content marketing. When
consumers find content inspiring, we’ve
demonstrated a proven uplift on key
measures of purchase intent, brand affinity
and likelihood to share content, the new
word-of-mouth.
When content marketing inspires
to try new things consumers are...
1.84x
more likely
to purchase
1.75x
more likely to feel
positive about a brand
1.76x
more likely to
share content
1. Aesthetic Wins
Open, fun visuals entice users
2. Knowledge Empowers
Teach or give useful advice
3. Real Stories Succeed
Real & compelling wins focus
5.Trust Is Essential
Authenticity drives engagement
6. Simple Entertainment Works
Simple or fun boosts shares
4. Nice Brands Don’t Finish Last
Add value, consumers come first