Few years ago they saw it, but today many companies are aware of the power of relevant, constant and consistent content to build links between consumers and brands. If your business begins to explore these horizons, you are probably wondering how to measure the ROI of your B2B content marketing. It turns out that, although the popularity and need for content marketing continues to grow among B2B businesses, 47% of those who have implemented it say they have not yet measured the ROI of their efforts. The figure is truly alarming if we consider that, according to the B2B Content Marketing 2018 report published by MarketingProfs and Content Marketing Institute (CMI), 32% of companies that have a content marketing strategy are not sure what percentage of your total marketing budget goes to her. Cameroon Phone Number List Of the segment that does not measure the returns of their content marketing efforts, 38% attributed it to not requiring a formal justification to undertake these efforts, another 38% said they needed an easier way to measure it, and 27% admitted not knowing how to do it; while an additional 21% found the process too time consuming. Measuring the ROI of your B2B content marketing is essential to know the success of your efforts and correct the course if necessary.
What are the most important measurement factors and how should you do it? Quiet, it is not as complicated as you imagine. In an industry moving at the speed of digital marketing , professionals are overwhelmed by always implementing the latest tactics and trends. This behavior causes them to sacrifice essential marketing elements. You have to be very careful not to fall into the trap. Measuring ROI is one of the activities that is frequently sacrificed, and it is a huge mistake. Tracking and measuring return on investment in content marketing (and any other tactic) is crucial to justify why you’re asking for all that budget. In addition, measuring the ROI of your B2B content marketing helps you …Understand what’s working and what’s not: If you don’t measure ROI, it’s doubly difficult to determine which priorities or campaigns are working. What is the point of having spent on website optimization if, for example, the traffic has not increased? Calculate the cost per acquisition: Another benefit of measuring the ROI of your B2B content marketing is that it will give you a much clearer idea of how much you spent and how many new customers you generated with that particular effort. Many new insights can be gained from tracking ROI-related data, such as which channels generate the best leads or the famous CPA cost per acquisition which means how much does each new customer cost us? Prepare for the future: Tracking your ROI will result in a whole series of data that can help you make better decisions in the future. With this information you will be able to know where your business is moving and reduce the margin of error. How to measure the ROI of your B2B content marketing As with any campaign, to measure the ROI of your B2B content marketing you need to be clear about the objective of your campaign and establish an appropriate indicator based on it, that is, a KPI. We cannot measure distances in liters or milk in kilometers. We need the right measure for each thing; so before taking the next step, make sure the “thing” is well defined. Brand awareness or brand awareness: It can be measured through impressions or engagement (comments, shares). Lead generation: Applies, for example, to campaigns that drive voluntary subscription to a newsletter or request for a quote. The number of leads is the quantifiable way to measure the generation of leads. You can also track how many leads become customers and then the metric would be that. Brand lift: The brand lift is the measurable increase in online presence and recognition, either through social media or website traffic. Campaigns aimed at this goal can be measured, for example, in reactions or page views. Once you’ve determined your target and the right indicator, then you’re ready to take a look at the big picture.
Remember, the idea is to know how much you are spending and how that investment is being reflected in the fulfillment of your objectives. Remember to put everything you invest in the cost basket: content creation, production, distribution, paid media, etc … The factors that make up the total cost of your content marketing campaign can be many or few depending on their complexity. It doesn’t matter, the key is to know them all. Canvas model to measure B2B content marketing One of the tools that can help you, believe it or not, to know everything you invest is the Canvas model for a digital strategy. Cameroon Phone List You are probably familiar with its nine-block scheme that looks like this: Taking advantage of it to measure the ROI of your B2B content marketing is relatively simple. All you have to do is put your content marketing to the center (value proposition) and go from there.The blocks on the left correspond to the resources and activities you need to execute your strategy; The blocks on the right are elements to consider in executing your strategy and the two long blocks at the bottom will be the key to measuring the ROI of your B2B content marketing. Identify each of the resources and activities that make up your content marketing strategy and that help you to achieve your objective (the blocks on the left). Make a list as detailed as possible and include in it the budget you invest in each one. The total sum will give you your cost structure.