While having a mosey around the internet recently, I came across a headline from magazine AdAge that made me stop in my tracks: US food giant Kraft says it gets four times better ROI from content than advertising.
The article then went on to report that Kraft gets the equivalent of 1.1 billion ad impressions a year from content
A number that big is attention grabbing. But what the real story here is that you can measure ROI on content marketing – it’s still a question we are asked by new clients new to content marketing, who are worried that they’ll be throwing budget at a thing that can bear no tangible results.
What measures you use to work out your ROI rely heavily on what your marketing goals are, but in the digital age we are inundated with usable metrics. You may want to focus in one particular measure – most likely drawing on customer conversion rates from your main site or readers who have converted to subscribers via your blog’s call to action.
The reason why some are hesitant to release budget for content marketing is because the results are not immediate and the process doesn’t follow the ‘traditional’ marketing methods your company may have employed with some success in previous years. As we like to say here, it’s a marathon not a sprint.
But when a content marketing strategy is put together and executed well, it can build a lasting relationship with your audience that yes, in time will result in loyalty and sales.
For more on how you can get ROI from content marketing, check out our free whitepaper – who knows, the next big headline that stops me in my tracks could be from your company.