ROI in Content Marketing

Return on Investment in Content Marketing
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Measurement is a key area where B2B marketers are struggling.
Only 21% say they are successful attracting ROI, referred to as Return
on Investment. However, having a documented strategy helps.
35% of those with a strategy say they are successful.
2

What is ROI?
✓ ROI is known as Return on Investment.
✓ ROI is the money that flows back into your
business after making an investment, such as
spending the content marketing aspect of
your marketing budget.
✓ ROI blends the art of Content Creation with
the science of metrics and accountability.
✓ ROI can show your CEO, CMO and CFO the
real results of Content Marketing in terms of
cost, revenue and margins.
twitter: @fluiditypartner - e-mail: info@fluiditypartners.com 3

Why is ROI Important?
✓ You need ROI to know what is working
and what is not working, in every aspect
of your Content Marketing plan.
✓ ROI allows you to create a process and
analytical framework for the Content
Marketing budget, tying it directly into
your company’s bottom line.
✓ Allows you to create new marketing
budgets because you will understand what
is required to meet your marketing goals.
✓ ROI allows you to tell a story. It is the
tool required to explain trends, justify
strategy, and submit reports in a logical
manner.
✓ The entire process allows you to make
fact based decisions.
✓ Showing your team a solid ROI report will
garner further support for your initiatives.

KPIs
✓ KPIs are known as Key Performance
Indicators.
✓ Select the right KPIs and you will know what
is required for business growth.
✓ If you are not selective in choosing your KPIs
you will get buried in the weeds and find
yourself in an unmanageable data dump
situation.
✓ Content marketing KPIs are a direct
reflection of your company’s ability to
manage the Buyer’s Journey and the sales
pipeline.

Choosing Your KPIs
✓ How effective is the content at exposing your brand?
✓ How effective is the content in creating interest, engagement and interaction with your
brand?
✓ How effective is the content at driving actual revenue?
✓ Ultimately, we want the KPIs to measure Reach, Engagement and Conversions.
✓ Metrics answer the question, “What should we measure?”
✓ KPIs answer the question, “Is our content building our business?”

Metrics and KPIs for ReachCK
Metrics
Impressions
Traffic
Subscriber and Audience Size
Sharing
Audience Penetration
Conversations Generated
Inbound Links
KPIs
Is our contact being amplified and
seen?
How large is the audience?
Is the audience growing within our
defined buyer persona targets?
What are the sharing results?
What types of content is getting
shared well with our community?
What types of content is not
resonating with our community?

Metrics and KPIs for EngagementCK
Metrics
Average page time
Page views
Return visits
Social sharing and interaction
Interactions and flow
KPIs
Click through rates on calls to action
Cost per lead and cost per acquisition
Average sales cycle duration
Where and how are people engaging
with us?
Average revenue per user
Customer retention
Revenues per channel and category

Metrics and KPIs for ConversionsCK
Metrics
Sales volume
Lead volume
Follower or fan volumes
Behavioral conversions
KPIs
Conversion rate to sale
Channel conversion rate
Online originated sales and revenue
Average order size
Cost per sale

Organizational Goals for Planning A Content Marketing Plan
10

Setting up Content Marketing Goals
✓ Establishing brand awareness
✓ Setting up lead generation
✓ Boosting community engagement
✓ Lead nurturing through the Buyer’s Journey
✓ Customer retention
✓ Develop customer evangelism
✓ Develop upsell and cross-sell opportunity

Three Pillars of Content Marketing Measurement
Engagement
Conversion
Reach
This should be measured to
see if you are attracting your
target audience.
This should be measured to
see if the content you are
publishing, is actually
grabbing and keeping the
visitor’s attention.
Every content campaign
should have conversion
goals. Identifying the
conversion goals allows you
to measure results.

Reverse Engineering A Content Plan and ROI
13

Defining the Buyer’s Journey
Decision
Retain
1
Awareness
Generate traffic for visitors
during the research &
information gathering stage.
Content types consist of
Analyst Reports, Research
Reports, eGuides, eBooks and
Educational Content.
2
Evaluation
Generate content specific to the
evaluation stage, where the
lead is continuing to understand
all approaches and methods to
solving a defined problem.
Content types consist of
Comparison White Papers,
Expert Guides, Live Interaction
and Webcasts.
3
Generate content specific to the
decision stage, where the lead
is finalizing a decision by
reviewing supporting
documentation, benchmarks,
data or endorsements.
Content types consist of Vendor
Comparisons, Product
Comparisons, Case Studies,
Product Literature and Free
Trials.
4
The Goal is to retain
customers, extend life time
value, upsell, cross-sell and
create company advocates.
Content types consist of access
to product resource centers,
video and written tutorials,
ideas on how to use the
product in new ways, referral
programs and workshops.

Framework for ROI
The framework for establishing and measuring ROI, user behavior and sales should
evaluate transitions between each step, not just the final step of customer acquisition.
Regular metrics reports establishes transparency for all stakeholders in your
organization.
Create a Content Performance Report Card to identify and measure top performing
content. This means you will metric (measure) the cost per lead, acquired from your
content through a web form.
Create a Channel Level Report to provide an aggregate view of the business impact,
resulting from your marketing activities. This allows you to fine tune the correct
marketing mix.

Forecasting ROI to Build A Budget
If you are new to creating a Content Marketing budget, you are probably overwhelmed
with sample budgets and spreadsheets in an effort to answer just one question; “How
much money do you need to budget?”
Start by creating a forecast of what ROI you expect to achieve. Now you can work
backwards to create the budget.
Some standard costs to account for include:
X – Original content
Y – Syndicated content
Z – Staff editors
Now you can solve for X, Y and Z

Across your marketing campaigns, say the average conversion rate is 4% and the LTV
(Loan to Value Ratio) of the customer is $1,000.
For every 100,000 website visitors, your business generates 4,000 new customers.
At an LTV of $1,000, this traffic stream is valued at $400,000.
If you spend an additional $100,000 on content production, content licensing, traffic
acquisition and team members, your operating margin is 75%.
Your cost per customer is $25.00 and your cost per unique visitor is $1.00.
Remember, a number of variables will impact conversions and sales.

To accurately capture ROI from your content marketing program, you will need to
customize your analytics tools with the right attribution models.
As defined by Google Analytics, “an attribution model is the rule or set of rules
that determines how credit for sales and conversions is assigned to touchpoints in
conversion paths.”
Two examples of an Attribution Model Include:
•Last Interaction Attribution, which assigns 100% credit to the final touchpoints (i.e.,
clicks) that immediately precede sales or conversions.
•First Interaction Attribution, which assigns 100% credit to touchpoints that initiate
conversion paths.

Sample Content Performance Report
White
Paper
Webinar eBook Total
Number of Campaigns – 5
Marketing Spend - $4,137
Leads Generated – 279
Cost Per Lead - $14.83
1 2 3 4

Data Reporting
Avoid the Data Dump!
Standardize Reports
Automate the Data
Streamline the Presentation
Define All Terminology
Establish Reporting Consistency
Staff Different Segments Appropriately
Make All Reporting Actionable and Growth Oriented

Getting the Right Tools
With so many tools out there, how do you
choose the right one and avoid the
“shiny new toy” syndrome?
At a minimum, you need the following:
1. Content Drill Downs
2. Traffic Source Analysis
3. Conversion Analysis
4. Conversion Reports
5. Social Sharing & Engagement

Reality Check
You might be a huge fan of your content, but does your audience love it?
Always be asking the following:
✓Do you underachieve, overachieve or just simply achieve your marketing goals?
_ This should be answered with data driven information and KPIs.
_ Marketing leader and author, Andreas Ramos highlights these steps:
✓State the campaign costs.
✓State the revenue produced as a direct result from the campaign.
✓Describe the tracking process.
✓State the number of leads and sales with a conversion rate.
✓State the maximum profitable cost per lead (maxCPL) or cost per action.
✓Use statistically relevant numbers.
✓Describe the control group that you use to draw conclusions about your
campaigns.

Key Takeaways
One size does not fit all when designing your
Content Marketing and ROI goals. Every
program should be custom tailored to fit your
company goals.
Attribution
Focus on attribution so you can directly
connect your sales and revenue to specific
content marketing programs.
Reality Check
Always ask why and challenge assumptions.
Ensure your decisions are data driven.
Pinpoint Your Metrics
Get granular on the metrics that are
applicable, so your team can consistently find
ways to drive down customer acquisition,
costs and boost customer lifetime value.
Customize Your Plan

Contact Us PAGE
E-mail: info@fluiditypartners.com
www.fluiditypartners.com
Offices in Los Angeles & Orange County, CA
____and Las Vegas, NV.
Fluidity Partners is a management consulting agency,
specializing in business strategy, marketing
excellence and technology solutions.
We address and resolve the most complex and
challenging issues that face our clientele.
We strategically analyze issues and vigilantly resolve
existing problems, with high touch analysis, solution
design and implementation.

ROI in Content Marketing

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ROI in Content Marketing