Content ROI calculation is easy for those who want to do a bit of a scrappy job. You can calculate your overall expenses, calculate your overall returns, see your profit – and then see what percentage of total spend the profits are. This will give you an “overall” picture to be sure, but what about knowing exactly how your content is doing on ROI, on all your touchpoints with your consumer? Sounds tedious, right? But if you follow the workflow I’ve given you below, and do it at least once every four months or so, you’ll be able to pinpoint where your content is working out, and where it is leaking on the ROI stakes.
If you only see ROI as a final picture of your business and content marketing, that’s okay. Do the quick-and-dirty calculation. But if you see ROI as the sum total of mini-ROIs at every point of interaction with customers, you’ll know where exactly you are spending too much and seeing nothing in return. The way real experts treat any aspect of Content Analytics & ROI, is to see the returns on every single small and large objective in business. Content marketing must closely align to the buying journeys of your customers. Each touchpoint at each phase of this journey is an objective, and may have separate pieces of content for that objective. All of these must have their own profitability potential benchmarks that you set. They must also have their own ROI calculations. There’s no shortcut, unfortunately – but the gains of “deep touchpoint-specific ROI knowledge” are worth a hell of a lot of money to your business, in the long run!