10 Expert Tips On How To Achieve Content Marketing ROI

Michael Brenner on Aug 28, 2014 in Content Marketing

There is a ton of excitement and anticipation surrounding this year’s Content Marketing World taking place in Cleveland in just 2 weeks.

In case you didn’t know, the keynote speaker at this year’s event is Kevin Spacey, who will  certainly blow us away with a ton of expletives on storytelling success.

Leading up to the event, Lee Odden has been very busy publishing a series of ebooks and infographics on Content Marketing Strategy, Audience Development, Visual Content Marketing, and now the latest on Content Marketing ROI.

Each ebook contains insights from 10 experts. That’s 40 tips from 40 experts from 40 brands who are leading the content marketing revolution and changing the game of marketing as we know it.

The theme of the ebooks has been Alice in Wonderland and you can read my full length submission here. As you can see, I had a lot of fun applying my favorite insights from that story and its lessons to content marketing ROI.

My tweetable content marketing ROI advice:

“Content marketing is the thing that will save marketing itself, because it works. Track costs, measure results & trace those metrics back to business value.” @BrennerMichael Tweet this

Here are the other 9 expert tips. But also make sure to check out the infographic and ebook. And let me know: what’s your top tip for driving content marketing ROI?

Joe Pulizzi, CEO at Content Marketing Institute
“Skip analytics reports for your CMO. Instead, focus measurement reporting on performance: sales, cost savings, and customer retention.” @joepulizzi Tweet this

Julie Fleischer, Director, Data + Content + Media at Kraft Foods 
“Without attributable sales results, you must get creative measuring content ROI through cost savings, marketing efficiency, and specialized insights.” @jfly Tweet this

Nicole Smith, Managing Editor, Tech Page One at Dell 
“‘Get real’ with content by surveying your audience, through usability testing, listening socially & folding that data into your content strategy.” @NicoleSatDell Tweet this

Andrew Davis, Author at Brandscaping and Keynote Speaker
“The more you focus on measuring market size vs. market share, the more revenue you’ll generate. Create content to grow your entire market.” @TPLDrew Tweet this

Ardath Albee, CEO & B2B Marketing Strategist at Marketing Interactions 
“Determining ROI in the B2B space takes creativity. Measure content relevance to boost performance & manage content quality to increase sales follow through.” @ardath421 Tweet this

Robert Rose, Chief Strategy Officer at Content Marketing Institute 
“Traditional ROI measures are flawed. Focus on measuring content, vs. teams, both quality and quantity, and see ROI as progress, not a destination.” @Robert_Rose Tweet this

Pawan Deshpande, CEO at Curata 
“To gain insight for more effective content marketing strategy, focus on 3 metrics: performance, operations & ROI.” @tweetsfrompawan Tweet this

JoAnn Sciarrino, Knight Chair, Digital Advertising & Marketing at UNC Chapel Hill 
“Your brand lives in the consumer’s mind. Measure the emotional or brand attachment between people and brands.” @JoSciarrino Tweet this

Jay Acunzo, Director of Platform & Community at NextView Ventures 
“Determine the biggest problem facing your buyers and create a resource that solves that problem.” @jay_zo Tweet this

Click on the image below for the full sized content marketing ROI infographic PDF

And checkout the slideshare as well:

Content Marketing ROI eBook #CMWorld from TopRank® Online Marketing

Michael Brenner
Michael Brenner
Michael Brenner is a globally-recognized keynote speaker, author of The Content Formula and the CEO of Marketing Insider Group. He has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael shares his passion on leadership and marketing strategies that deliver customer value and business impact. He is recognized by the Huffington Post as a Top Business Keynote Speaker and a top CMO influencer by Forbes. Please follow him on LinkedIn, Twitter, or Facebook and Subscribe here for regular updates.
Showing 5 comments
  • Rodney Robinson

    Great post. What a wealth of great advice from top experts. I especially like Andrew Davis’ tip: “The more you focus on measuring market size vs. market share, the more revenue you’ll generate. Create content to grow your entire market.” This is a great reminder; we must test our market and instead of trying to be greatest in a small pond, evaluate the size of our opportunity and audience. Thanks, Michael.

  • Andrew Davis

    Thanks so much for including me in the ROI book and writing such a great summary of the best advice.
    You’re the best Michael!
    – Andrew

    • Michael Brenner

      My pleasure Andrew. I’m just hitching myself to your (and the other’s) star. It was reat seeing you in Cleveland. I’m hoping we get to spend some more time chatting later this year once the conference season winds down a bit. The holidays will be here before we know it.

  • Daniel Daines-Hutt

    I really need to get to 1 of these events!

    I feel that 2015 will bring about more focus on same content-new reader outreach

    Less on producing tonnes of content, more on producing 5 articles worth 10x value, and promoting that to more and more of an audience

    If 60-70% of content created goes unused why is that?
    Does the content suck?
    Or was it not put in front of the right people?

    With Neil Patels recent post on the future of content marketing, and how more people will look at the conversion optimisation to increase the effectiveness of their marketing, it just goes hand in hand that the remainder of that marketing also needs to be more effective and in front of the ideal reader

    When shoudl you really stop promoting a piece of content?
    If it has 5 shares or 500, there are still billions of people the world over who would want to read it…

    How many businesses stop their outreach or cpc spend on older content?…

    • Michael Brenner

      The reason so much content goes unused is because it was developed at the request of the business and not based on the real needs of the audience.