Michael Brenner, CEO of the Marketing Insider Group, author of The Content Formula, and international keynote speaker, was the host of a recent Automation Hub webinar. In this webinar, Brenner discussed several formulas that will help marketing professionals identify and calculate ROI for their content marketing efforts.
Marketers today need to remember that marketing has changed. Content marketing isn’t what many think it is. Content marketing is not individual pieces of content, native ads, or social media. Content marketing is consistently publishing customer-focused content on a platform that you own.
The owned platform is important – that’s the big difference. Remember that by the time a consumer is ready to make a purchase, they’ve already completed 90% of the buyer’s journey. So, imagine, you’re a top brand… like L’Oreal, in the beauty category. They own one of the larger beauty sites, makeup.com, and focus on customer-facing content – including some links to competing cosmetics customers. Or imagine you’re the Cleveland Clinic, which has become one of the top websites in the world – not just in the healthcare industry – because of its Health Essentials hub. These are owned properties, and they will attract new buyers via the expertise they provide. And because they’re owned properties, you can track and measure their growth over time.
And that’s where the various calculations for return on investment (ROI) can help. That growth over time can come in the forms of sales as well as savings on other marketing costs.
The base formula for calculating ROI starts with:
- Developing the business case
- Finding the budget and time
- Calculating ROI
If you struggle with any of these concepts, this webinar is for you. If you need simple, mathematical formulas that can put a monetary value on your content marketing efforts, this webinar is for you.