For many CMOs and marketing leaders, one of the biggest challenges is showing ROI
For many CMOs and marketing leaders, one of the biggest challenges is showing their content marketing efforts' return on investment (ROI) to stakeholders. With several months and dozens of touches by marketing, before a sales-qualified lead is generated, it is super difficult to draw a straight line between content efforts and revenue outcomes. However, with a clear strategy and the right data, you can show exactly how content contributes to the bottom line.
Below is a step-by-step guide to proving content ROI to your stakeholders.
Our approach here at SaturnOne as a full-service outcome-focused partner is to combine attribution modeling and discovery and revenue/ROI reporting to give dashboards and reports to stakeholders.
Before you can measure ROI, it’s crucial to establish the right KPIs. These metrics should align with your company’s revenue goals, such as lead generation, conversion rates, or customer lifetime value (CLV).
Attribution models help show the role of each content piece in driving conversions. Multi-touch models are particularly effective for proving content’s influence in complex B2B sales cycles, where several touchpoints contribute to a sale.
To demonstrate ROI, calculate the revenue generated from each content piece and compare it against the costs involved in creating and promoting it. This includes production costs, distribution expenses, and paid promotion.
Stakeholders want to see the numbers. Use real-time dashboards to present metrics like revenue attribution, lead quality, and engagement rates in a visually appealing format.
Numbers are powerful, but combining them with stories can be even more persuasive. Include testimonials from sales teams about how content helped them close deals or case studies that highlight the impact of your content efforts.
Proving content ROI doesn’t have to be an uphill battle. By defining KPIs, using attribution models, calculating ROI, leveraging real-time dashboards, and incorporating qualitative proof, you can build a compelling case for your content marketing efforts. Ready to simplify the process? Join our pilot program at SaturnOne and get access to tailored dashboards that make proving ROI easy.
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