Figuring out the ROI of content comes down to a simple formula. Learn how to analyze the cost vs. the performance results of your content marketing to understand the return on investment of your work.
- You spend a lot of time creating…and perfecting your content,…but is it all worth it?…One of the best ways to know is…to calculate the ROI.…ROI stands for return on investment…which basically measures whether…the revenue generated from content…is worth the effort.…Calculating the ROI of your content…will help you justify your work…to leadership and provide…a clear understanding of the costs…versus the performance of the content.…To start calculating you need to know…the cost of your investment…and your net profit.…
Cost of investment is how much…you spend to produce your content.…Net profit is determined by subtracting…the cost of your content program…from the revenue it drove.…The formula for calculating ROI is straightforward.…Divide your net profit from a campaign…by the cost of the investment…and then multiply that number by 100.…Let's walk through an example…of determining content ROI…from a former client of mine…that sold products and courses…focused on healthy eating.…First, we calculate the net profit…from our revenue and content costs.…
- Determine the benefits of content measurement.
- Define benchmarking.
- Identify the stages of the buying process.
- Compare vanity and actionable metrics.
- Identify an attribution framework.
- Explore how to automate reporting by a stakeholder.
Skill Level Intermediate
1. Why Measure
Challenges to address3m 24s
2. Create a Campaign
3. Choose Content Format and Channel
4. Pair Metrics
5. Set Up a Reporting System
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