Ian Cleary says, “When was the last time you had a discussion about ROI for content marketing?

If you’re involved in content marketing, you probably have that conversation every day.

Dave Chaffey, CEO and co-founder of Smart Insights, presented on this topic at MarTech Europe in London this week.

Producing high-quality content on a consistent basis is a time-consuming and expensive process, and there’s an ever-increasing demand to show a return for this investment.

In research completed by Chaffey’s company in association with HubSpot, they found that 71% of businesses are creating more content in 2015 compared with 2014 — so the problem is growing!

Measurement Isn’t Just About Vanity Metrics

So with the increase in content and the number of new technologies jockeying for marketers’ attention, how do you choose the right kind of measurements and tools to understand your ROI in content marketing?

During his talk, Chaffey talked about the need to go beyond our traditional metrics of traffic, page views, and so on. These metrics are useful, but not in isolation“.

Using Tech To Boost Content Marketing ROI: Dispatch From MarTech Europe

Marketing Land

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