Analyzing Content Performance

As a content marketer, do you find it difficult to know if a content program is paying for itself? We find that in order to overcome this common challenge, you must know the true cost of planning, developing, and distributing that content, and know the true value that it delivers during its useful life.

Most content marketers have some measure of audience engagement, such as pages views or clicks, but they do not know why people engage. Not knowing why people engage with your content is a huge roadblock we see time and time again. It is not only important, but it is completely necessary to measure the content’s impact on the behavioral changes in the target audience. This provides great insight for the content development team. However, at the end of the day, only one metric ultimately counts: the amount of revenue content creates. This is notoriously difficult to determine.

To find out how marketing pros determine the value their content delivers in terms of dollars, we asked the following question:

How involved is the process for determining ROI for a particular piece of content?

  1. 1–3 steps
  2. 4–5 steps
  3. 5–10 steps
  4. More than 10 steps

Half of the one hundred seven respondents said their process involves four or more steps:

It’s great to measure a lot of things, but according to marketing expert, Andrew Davis, “Only one metric counts: the amount of revenue your content creates.”

Not until then are you able to determine the return on a content investment. It is essential to determine if the content was worth its cost, but most content marketers struggle with the first step: making that revenue connection.

For more on what the experts are saying about content marketing analysis, read our eBook 7 Experts on Using the Content Lifecycle to Maximize Content ROI.


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