How much money does your business make thanks to your content marketing program? No idea? You're not alone.
Tying content marketing efforts to profit is a complicated task—and it's not getting any simpler. Customer journeys are increasingly non-linear: our leads hit many different marketing touch points, often out of "order," producing multiple sets of metrics to analyze. As a result, the amount of data at our fingertips becomes overwhelming, even distracting.
As CB/I Digital COO Mike Le recent pointed out, it’s easy to get tied up in the vanity metrics of each channel and lose sight of actual conversions. We've all been there (as we'll get into shortly). To avoid data distraction, we'd like to resurface an oldie but goodie practice: look at the big picture.
The way we see it, there's one simple equation for understanding true ROI: the total amount of money invested in your content marketing versus the total value of the generated leads. Let's go back to math class for a second and build out this equation.continue reading