How much revenue does content marketing – or content marketing – bring to your business’ bottom line? Based on current trends as outlined by HubSpot , only 35% of marketers consider it extremely important to understand and analyze the ROI (return on investment) of their B2B online campaigns.

If you are in the same situation, don’t worry, because you are not alone. In another survey commissioned by LinkedIn , only 39% of B2B marketers considered themselves capable of successfully calculating the ROI of their content marketing strategies.

And you ? Do you know how to calculate content marketing ROI for your B2B campaigns? In this article, we’ll show you how to do this, but before that, let’s try to define what the concept of ROI in content marketing is all about.

What is the return on investment of content marketing?

Content Marketing Return on Investment is a percentage that indicates how much income you earned from your content marketing action, compared to what you spent.

ROI is considered one of the most important metrics for content marketing because it is directly related to revenue.

But raw financial results can’t be the only unit of measurement for a successful content marketing strategy. If you’re not getting pageviews, shares, and visitors Netherlands Phone Number List engaging with your content, then you’re unlikely to make any income from it.


So, to get a clear idea of ​​the ROI of your B2B content marketing, it’s important to think about what KPIs, or metrics, really matter. And we’re going to look at 4 that are essential, later in this article.

First, let’s take a look at the ROI formula for content marketing. This is how you are going to determine exactly how much your B2B content marketing is earning you.

How to Measure the Return on Investment of Your B2B Content Marketing
There is a simple 4-step formula for weighing the cost of your content against the income you make from it. Here’s how to do it:

Calculate how much you spent to produce your content.

Even if you produce your content in-house, there is always a cost associated with it, as you are paying the salary of the content creator or the work done by other departments.

Remember to include any pieces of external content that you had to pay for, like images, videos, audio, or any other outsourced work.

– Step 2: determine the cost of distributing the content.
Again, don’t forget the internal costs. Include all paid advertising promotions, like PPC Advertising and Social Advertising , as well as ad campaigns run through other media channels.

You will also need to include the cost of any tools or software used in the creation or distribution of content.

Once you add up all the expenses included in Steps 1 and 2, you have a clear idea of ​​the true cost of producing and distributing your content.

– Step 3: Calculate the amount of what you got in return.
If your B2B content performs well, it will generate leads that will turn into hard sales.

Sometimes there is a clear link between content and income, like when people read a blog post and then click directly on your Call to Action to purchase one of your products or services.

But most of the time, this process takes longer, and the relationship between content and sales isn’t as straightforward. So we’ll look at some of these less obvious metrics for content marketing metrics below.

Still, if you add up all the sales generated from specific content, you’ll know how much you’ve earned.

Calculate the ROI of your content marketing.

Here is a simple formula for measuring the ROI of your B2B marketing content:

ROI = (investment gains – investment cost) / (investment cost) × 100%.

If you spend $ 500 to create content and get leads worth $ 2000, your ROI is 300%.

– (Yield) 2000 € – (Investment) 500 € = 1500 €

– 1,500/500 = 3

– 3 x 100% = 300% (ROI)

The question worth asking is, “Was my investment in marketing content worth it?” “.
To find out, you can follow a very simple rule: if you spend less on content production than you earn in sales, it’s worth it.

Now that you understand how to calculate content marketing ROI, let’s take a look at some of the key performance indicators that can help you better understand your content marketing ROI.

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