This document discusses measuring return on investment (ROI) for content marketing. It begins by defining ROI as (Gain from Investment - Cost of Investment) / Cost of Investment. It then explains that the metrics used to measure success should be based on which stage of the buying cycle the content is targeting - awareness, consideration, or conversion. Example metrics are provided for each stage, along with example content types. The document concludes by providing tips for measuring ROI such as incorporating goals into campaign planning, measuring dark social shares, comparing organic and paid traffic, and selecting commercially relevant metrics.

1. ROI Measurement for
Content Marketing
ROI Measurement in
Content Marketing

2. @ChelseaBlacker
2012 - office pics!
●
2012

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Show you how we exhibit our content marketing results to clients
We grow with our clients

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Grow with clients

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How to Define ROI

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ROI = (50,000 - 30,000) = 66%
30,000
August September Difference
Sales Revenue £150,000 £200,000 £50,000
Digital Marketing
Campaign Cost
£0 £30,000 £30,000
ROI =
(Gain from Investment - Cost of Investment)
COST OF INVESTMENT

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Identify what stage
in the buying cycle
you’re targeting,
then decide the
metrics for
success.
@ChelseaBlacker

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What stage are you at?
Awareness
Product sparks an
interest - meets a
need or creates a
need.
Consideration
Think about a
product and
research
marketplace
Conversion
Buy, join, or sign up

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Awareness
Key Metrics:
● Organic rankings
● Organic traffic
● Social traffic
● Referral traffic
● Inbound links
● Retargeting lists
Content Types:
● Blog posts
● Infographics
● HTML5
Consideration Conversion

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Key Metrics:
● Sales leads
● Sales accepted
leads
● White paper/ebook
downloads
● Email list
● Phone enquiries
Content Types:
● Webinars
● Whitepapers & e-books
● Case studies
● Comparison guides
● Industry analysis
● Thought leadership
articles
Awareness Consideration Conversion

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Key Metrics:
● Revenue
● Transactions
● Cost per conversion
● Bounce rate
● Abandoned checkouts
● Exit pages
● Event attendees
Content Types:
● On-demand content
● Demos & trial content
● Event attendees
● Experiential marketing
Awareness Consideration Conversion

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Present metrics your
audience understands.
@ChelseaBlacker

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Traffic
Digital PR coverage
£
Rankings
On-site SEO & content strategy
Business goals SEO and content
marketing strategy
Who is your audience?

14. Title goes HereOnsite SEO & Content Strategy
Metrics

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Typical Onsite Content Metrics
● Organic rankings
● Organic, referral, and social traffic
● Social shares
● Conversions like
○ white paper and ebook downloads
○ email list generation
● Improved bounce rate
● Drop in abandoned baskets at checkout

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Measuring Traffic to Target URLs
Blog Post Title April 2016 April 2017 Change Keywords
Chelsea Flower
Show Visitors
Guide
547 3,495 538% Chelsea flower show 2017 - 9
Chelsea flower show 2017 gardens - 11
Chelsea flower show blog - 2
Chelsea winners 2016 - 16

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Measure Non-Branded Organic Keyword Traffic

18. Title goes HerePR Metrics

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Typical PR Measurement Metrics
● Quality or number of links built
● Page level Trust Flow & Citation Flow Metrics
● Topical trust flow
● Referral traffic from links built

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Measure Estimated Reach like a PR agency

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Measure estimated social shares

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Measure retargeting list audience growth

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Measure the whole ecosystem, not just your link placements

24. Title goes HereBoard Level Metrics

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Typical Board Level Measurement Metrics
● revenue
● net profit
● average order value
● cost per conversion

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Measure Organic Visibility

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Measure Year on Year Comparisons

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4 Practical Tips & Tricks
for Measuring ROI

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Tip 1
Incorporate ROI measurement into your
campaign kick off process.

30. @ChelseaBlacker

31. @ChelseaBlacker
Clarify ROI Metrics Before You Do Any Work
● What results would motivate your boss to give
you a promotion or raise?
● When are your board meetings?
● When does your financial year end?
● What is your CPC, CPA, AOV in Adwords?

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Tip 2
Measure your dark social shares.

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87% of all shares are
made through copy
and pasting direct
from the address bar

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Measure the Number of Times Your URL is Copied
Search: “BlueGlass Dark Social”
http://bit.ly/2eY2zRl

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Tip 3
Compare organic traffic to PPC.

36. @ChelseaBlacker
Lorem Ipsum is simply dummy text
of the printing and typesetting
industry. Lorem Ipsum has been the
industry's standard dummy text ever
since the 1500s, when an unknown
printer took a galley of type and
scrambled it to make a type
specimen book
Paid Search Metric Organic Search Equivalent
CPC (Cost Per Click) SEO & Content Costs / Traffic
CPA (Cost Per Acquisition) SEO & Content Costs / Conversions
Conversion Rate (Conversions / Traffic) * 100
ROI (Revenue - SEO Costs) / SEO Costs * 100
Search: “seo metrics ses 2012”
http://bit.ly/2h33MuL

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Tip 4
Become commercially savvy.

38. @ChelseaBlacker

39. Title goes HereThank you!