How to Track Content Marketing ROI - VQ Success

How to Track Content Marketing ROI

How to Track and Improve Your Content Marketing ROI

By now, you’re probably excited to start on our content marketing strategy. So, let me drop a two-ton caveat into your lap now.

Your content marketing strategy won’t work right away. By “work,” I mean it won’t produce a measurable return on your investment (ROI) right away. It could take weeks, months, or even more than a year for that to happen. Moreover, once your content marketing strategy becomes profitable, you’ll need track your results and use them to promote your strategy to those who are paying you to execute it.

I call this your “Internal Promotion Strategy.”

The bottom line is, you’ll need to promote your content marketing strategy while it’s still in the beginning stages (and not yet producing profitable results). Once it is profitable, you’ll need to continue selling it to your client or to the people in C-Suite. The good news is, if you’ve been diligent with everything we’ve covered so far, you’ll have all the tools for building a dynamite Internal Promotion Strategy.

Content Marketing Strategy ROI

How to Promote Your Content Marketing Strategy

A good Internal Promotion Strategy has three ingredients…

  • Clarity: clearly defined goals, milestones, and action steps.
  • Profit: well-documented evidence of concrete results (profits).
  • Vision: exciting and achievable projections of long-term results.

The first ingredient, Clarity, is how you establish a concrete expectation for your client (or the C-Suite) and make yourself accountable to fulfill it. This is another reason it’s important to set a measurable goal with a definite deadline. If your client (or the C-Suite) sees and agrees to a concrete, objective, deadline-driven goal, they’re more likely to be patient as you work toward it.

The second ingredient, Profit, is how you show your client the bottom line results your content marketing strategy is producing. No matter how effective your strategy is, the goal of marketing is to generate new business and to earn profits. The more documented evidence your client sees of measurable ROI, the more likely they are to continue supporting your efforts. More importantly, this evidence will help them to see your content marketing strategy as a vital investment in their business, instead of a cost or liability.

For example, let’s assume your Product Cost KPIs for an SEO article is $3,000.00 but your Lead Capture KPIs show it generating an average of 10 leads a month. Your Conversion KPIs show it generating one new customer from those leads, and an average of $500.00 in new business. That’s a total of $6,000.00 in revenue a year, and that’s before you count any repeat or referral business you might earn from those new customers. That’s a handsome ROI. However, if you can’t show your client documented evidence of this, don’t be surprised if they can’t see the benefit of investing that $3,000.00.

I’ve seen people cut profitable marketing projects because they see them as expenses instead of investments. In every case of this, there was no documented evidence of the real profits the marketing project was producing. Yes, this is a short-sighted way to look at a marketing project. But the saying “out of sight, out of mind,” definitely applies when it comes to evaluating the “cost” of a marketing project. 

This is why you need a clear, timely, and profitable goal for your content marketing strategy. This is how you use well-documented evidence to prove that you’re advancing towards a profitable goal so your client (or the C-Suite will see your efforts as an investment instead of a cost.

The third and final ingredient, Vision, is how you keep your client excited about the long-term results your content marketing strategy is producing. This is where the concept of Content Equity comes into play. Your primary goal as a content marketing manager, or a content marketing agency, is to establish a clear expectation of the long-term value of your content marketing strategy. 

Content Marketing Internal Promotion Strategy

The good news is, if you’ve got the first two ingredients (Clarity, and Profit) working, you’ll be able to show your client a clear path towards a hugely profitable long-term result. Most importantly, you can use these three ingredients to build and implement a blueprint for tracking AND improving your content marketing ROI.  

How to Implement Your Internal Promotion Strategy

Your Internal Promotion Strategy should be based on your content marketing goal(s). For example, let’s assume you’ve set the following three goals…

  • Increase inbound leads from 20 a month to 200 a month by January 1rst next year.
  • Increase conversion rate for inbound leads to 20% by January 1rst next year.
  • Increase average income per customer to $500.00 (per month) by January 1rst next year.

Each of these quarterly milestones represents a meeting with your client (or the C-Suite). If meetings aren’t possible, have a report prepared anyway. I also suggest preparing a presentation, just in case your client wants to discuss the details of the report. The idea is to be prepared to use each quarterly milestone as an opportunity to sell your client on the value of what you are doing for them. Here’s how you’d use your KPI Review Schedule to achieve this…

Here’s one final tip about how to plan and execute your Internal Promotion Strategy. Have your editor and manager (who are detail-focused) oversee your KPI Measurement and analysis. However, when the reports are ready for your client meeting, have your salesperson review them and “sell” the client on your progress and your vision for improving your results next quarter.

Summary of The VQ Success Content Marketing Strategy

  • 1. Your Content Marketing Goal(s).
  • 2. Your Content Marketing Audience(s).
  • 3. Your Content Distribution Channels.
  • 4. Your Content Distribution Schedule.
  • 5. Your Content Creation Plan.
  • 6. Your Content Marketing Team.
  • 7. Your Content Marketing KPIs.
  • 8. Your Internal Promotion Strategy.
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