Content Marketing: ROI

Course details

Today, it's widely understood that content marketing is incredibly valuable—but the challenge is often figuring out if your content marketing efforts actually worked. In this course, learn how to establish goals and metrics for content marketing, calculate ROI, develop assets to drive results, and effectively report campaign progress to stakeholders. Instructor Velera Wilson explains how to collaborate with stakeholders to decide on common marketing goals, as well as determine the right metrics to measure. Velera then shares an ROI formula for calculating the return on your content marketing tactics. Plus, learn how to identify what content types best support your desired results, leverage different tools to track and evaluate your campaign, determine which variables to adjust to optimize performance, and more.

Concepts

0. Introduction

01 - Why calculate ROI of content marketing

1. Establishing Content Marketing Goals

02 - Determine content marketing goals with stakeholders
03 - Align metrics to content marketing goals
04 - Set up content marketing performance benchmarks
05 - Define timeframes for measurement

2. How to Calculate Content Marketing ROI

06 - The content marketing ROI formula
07 - Content marketing ROI calculation example
08 - Calculation example - Comparing ROI across tactics

3. Creating Content to Drive Results

09 - Deciding on content types
10 - Aligning content with buyer phase
11 - Determining distribution channels for content
12 - Campaign attribution models to consider

4. Reporting Campaign Performance

13 - Tools to track campaign progress
14 - Useful vs. relevant metrics
15 - Adjusting campaign variables

Conclusion

16 - Calculating ROI on content campaigns