Content marketing is one of the most powerful tools in a modern marketer’s arsenal. If used strategically, it can significantly increase an organization’s return on investment (ROI).
Though marketers may have a general sense that content contributes to their company’s bottom line, a staggering 49% don’t understand how their content is performing, according to a recent Parse.ly report.
But when budgets tighten across B2B and B2C organizations, there’s greater pressure to prove content marketing value relative to revenue contribution.
To maximize the effectiveness of their content marketing strategy and ensure a healthy ROI, organizations can benefit from analyzing the latest content marketing ROI statistics and applying best practices for leveraging them.
Eye-Opening Content Marketing ROI Statistics
If you don’t yet have the data behind your own organization’s ROI calculations, these stats can help you make a compelling argument to stakeholders that content marketing is worth the investment:
Content marketing can generate 3x the leads as traditional marketing yet cost 62 percent less.
Email marketing sees an average return of $36 for every dollar spent.
Between 2021 and 2025, the content marketing market is expected to grow by $417.85 billion.
Seventy-one percent of B2B buyers read blog content prior to making a purchase decision.
Thought leadership content led to purchase decisions for 48 percent of decision-makers in a global study.
How to Determine Content Value
Based on those statistics, you could argue that most content marketing delivers value to someone in some way. But if you’re trying to put a dollar value on content, there are two formulas you can use to calculate ROI.
The key is first having a content attribution model and lead scoring program in place, plus ways to capture accurate data for several important content metrics.
For a quick refresher: Content attribution is the practice of assigning a sales revenue percentage to content that influenced the sale during the buying process. Lead scoring can help sales and marketing teams determine which leads are most likely to become customers. They do this by assigning a weighted value to actions prospects take, like viewing a sales page or downloading a white paper.
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By: Kara Parlin
Publication Date: 2023-04-19