‘How to Create a Benchmark to Measure Content Marketing ROI’ – HubSpot
Eric Murphy says, “According to the Content Marketing Institute’s 2015 B2B and B2C benchmark reports, less than a quarter of marketers are able to prove content marketing ROI. Measurement is a key area of difficulty: 49% of B2B and 51% of B2C marketers were challenged with measuring content effectiveness in 2014.
While definitions of effectiveness may vary by team, it should at least be simple to figure out if you’re successful once you define what “success” means. Here are two simple steps to establish a baseline for content effectiveness and prove if it’s failing (or not).
Step 1: Understand the Different Types of Content Metrics
Not all content is created equal, and appropriate metrics fluctuate depending on a wide range of variables. Jay Baer’s Field Guide to the 4 Types of Content Marketing Metrics outlines the four types of content metrics that are used to calculate effectiveness”.
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