Learn how to determine the value of your content marketing efforts by tracking these metrics.

1. Measuring the ROI
of Content Marketing

2. Content marketing
can help you build your tribe, connect with a huge audience, and create implicit trust in your brand.

3. Content marketing
can help you build your tribe, connect with a huge audience, and create implicit trust in your brand.
But how do you measure the ROI of content marketing?

4. 71%
of inbound marketers from companies of 200 or more employees say that measuring
the ROI of content is their biggest challenge.
[1] Data from: State of Inbound 2015

5. 71%
of inbound marketers from companies of 200 or more employees say that measuring
the ROI of content is their biggest challenge.
And nearly 3 out of 4 marketers feel pressure
to demonstrate the ROI of their content marketing.
[1] Data from: State of Inbound 2015
[2] Data from: B2B Content Marketing Benchmarks, Budgets, and Trends—North America

6. To get the full picture on content marketing’s effectiveness
you need to consider metrics such as:
CONSUMPTION SHARING SALES
LEAD
GENERATION

7. [1] Data from: http://www.slideshare.net/hschulze/
b2b-content-marketing-report-40688285
Content marketing goals
of B2B marketers
59% | Lead generation
40% | Brand awareness
33% | Lead nurturing
28% | Customer acquisition
28% | Website traffic
43% | Thought leadership / market education

8. Measuring conversion of content means tracking the sales of your product or service back
to the original blog post, ebook, case study, or other content that sparked the buyer’s interest.

9. Measuring conversion of content means tracking the sales of your product or service back
to the original blog post, ebook, case study, or other content that sparked the buyer’s interest.
You do this by capturing leads before they access your more substantive content—
by securing a name and email address.

10. There are two golden rules when it comes to gated content:
1.
2.
MAKE THE CASE on the content’s landing page that the information is so
useful it’s worth the sacrifice of their name and email address.
MAKE SURE YOUR CONTENT IS GENUINELY GOOD.
It must be educational, engaging, and authentic.

11. With conversions on your radar, we recommend
measuring these key metrics:
BRAND
SENTIMENT
BRAND
AWARENESS
CUSTOMER
ENGAGEMENT
SEARCH
RANKINGS
LEAD
GENERATION

12. To read more, download our eBook,
Measuring the ROI of Content Marketing

13. Eucalypt is a small agency that specializes in developing, executing, and
optimizing successful content marketing strategies for clients including
LinkedIn, Intel, Cray, and many other B2B technology companies. Our
writing team has extensive journalism experience, bringing clients
the same in-depth, engaging, and accurate reporting that we bring to
national publications.
We take a personal and agile approach to each client engagement,
partnering to understand their brands and to collaborate with internal
teams to help scale their businesses sustainably.
eucalyptmedia.com
hello@eucalypt.co