Let’s say you publish a high-quality 15-page eBook that solves a complex problem that your target audience is facing. Or you create something simpler – like a checklist or access to a free or trial version of software. If it’s valuable enough, you should gate access in exchange for an email address.
For measurement, you could:
- Tally up the total number of leads generated or landing page conversion rates. And then…
- Calculate the potential value of each lead.
For example, let’s say you know that the average value of a lead is $500 (lead value = value of sale/number of leads it took to get that sale). If you generate 150 leads from the eBook, then it has created value of $75,000. Let’s say the cost to produce the asset was $10,000. You could then take the net gain of $65,000 and divide it by the total cost to get the ROI. In this example, 65k divided by 10k = 6.5, so your ROI is 6.5 to 1, or 650%. (Not bad!)
4. Upsell clients
Maybe you have a segment of clients that entered the sales funnel by purchasing a low-cost offer (often known as a “tripwire”). But now you’d like to upsell them on a higher-value product or service.
Your content marketing plan may include creating free tutorial videos for the product they already have or a free eBook about an issue that’s a challenge in their industry. But regardless of which asset you select, what’s the best method for measuring ROI?
Start with calculating the revenue from the upsell. How many existing clients are agreeing to the upsell, and what is the value of each increase? You can then use this number to calculate the ROI.
Note that if the asset you’re using to upsell is being used elsewhere in the funnel, you could decide to assign part of its costs to each separate revenue stream.
5. Customize goals, to prove results
There is no “one-size-fits-all” formula that magically reveals content marketing results. Each company’s goals are different and unique based on size, budget and resources.
But when you determine goals up front and match each goal to the right metrics, it’s much easier to understand – and prove – success on each content asset that you produce.
Have we missed anything? What other metrics do you think content marketers should be measuring, and why?