For a B2B brand, the value of creating engaging, informative and usable content cannot be understated. This is important because the B2B buyer isn’t impulsive, they consume a variety of content before reaching a buying decision.
Hence your content needs to attain certain quality to attract the B2B buyer into your sales funnel, but as you expend resources in creating and distributing quality content, it is imperative you know how to maximise the ROI on your efforts.
You would think measuring the ROI on B2B Content Marketing was the norm, but you would be wrong. According to the Content Marketing Institute, only 44% of B2B marketers measure their content marketing ROI.
So how can you maximize your ROI on your B2B content marketing effort?
The Problem Story
B2B Content Marketing is not a new phenomenon.
If you aren’t in the 39% group who can successfully calculate your content’s ROI, then hopefully by the end of this blog you will be able to:
- Calculate your B2B content marketing ROI
- Identify ways to maximize your B2B content marketing campaign
- Learn how to track and measure the gains
- Understand Ways to estimate your ROI
- Learn about B2B content marketing trends and examples
Let’s get right to it!
How to calculate your B2B content marketing ROI
Before jumping into this, it is important to understand the purpose behind calculating your content marketing ROI. You want to ensure you are not focused on vanity metrics that will lead to creating misguided strategies.
We understand there is pressure to prove that resources spent on creating videos, social, webinars, ebooks and blog content are well spent. But try to focus on the insights of your current strategy to see what is working and what’s not. These insights will help you optimise your strategy for better results if needed.
To calculate your B2B content marketing ROI, follow these four simple steps.
Step 1: Sum costs of producing the content
Compute the cost of creating content. This includes the payment made to content creators, editors, and freelancers. Sum the costs spent on video production, infographics, image graphics, etc.
Step 2: Include costs for content distribution
Are you using paid promotions via social media or search engines? Note the costs.
If you use other software or paid marketing tools, add the costs of acquisition.
Step 3: Add up the revenue generated from each piece of content
Whenever your visitors convert, i.e., click on your CTA, add all the sales from all your content marketing efforts.
Step 4: Finally, calculate your content marketing ROI using this formula.
Content Marketing = (Return – Investment/Investment) * 100
For instance, if you invested a total of €1000 in creating your content, and you generated revenue of €20,000, then your ROI will be:
Return (€20000) – Investment (€9000) = €11,000
€11×100 = 1100%
Your ROI is worth it if the amount invested in publishing the content is less than the revenue generated from the content.
How to Maximize your B2B content marketing campaigns
Now that you know how to calculate the cost, how then can you maximise it?
Do that using the below steps:
- Understand your buyer personas:
The first step to maximising your marketing campaigns is to have an in-depth understanding of who your customers are: Are they in the Buying Mode, Information Gathering mode, Portable Aware, Not Problem Aware?
Using the Larger Market Formula you can create content based on the buying stage of your prospect.
Using this type of insight most successful B2B brands create content for every stage of their buyer’s journey and can track how their content efforts are paying off.
By implementing extensive market research and interviews, your brand will understand your target audience and what it takes to compel them to become buying customers.
- Analyze previous goals and KPIs:
Tracking your previous goals and KPIs can seem like a hassle… right? That would explain why only 43% of B2B content marketers measure their content marketing ROI.
But to maximize your content marketing campaign, you need to assess your previous goals and KPIs thoroughly. What content is generating more leads? Should you repurpose content that performed well before? Assessing this will help maximize your marketing return on investment.
- Use content marketing technologies and platforms.
Major brands are using content marketing software in their marketing campaigns. These tools are essential because they help marketers track helpful data via analytics concerning consumer behaviour and create content that appeals to them.
With these tools, you can track SEO analytics, customer behaviour, email opt-ins, etc.
B2B brands also use LinkedIn to connect with their customers, the key is to find where your customers hang out and go meet them there.
For example, Mailchimp shares actionable videos and tips on how business owners can succeed using email marketing via LinkedIn.
On the other hand, Elon Musk has built a community of raving Tesla fans on Twitter by building in the open, sharing helpful information and showing his funny personality using memes.
How to track and measure gains of B2B Content Marketing
To track and measure your content marketing ROI, it’s important to know what your goals are. Do you want to generate leads or sales? or do you want to increase brand visibility?
Here are five crucial content marketing ROI B2B metrics to track.
Landing page conversion:
If your content marketing strategy is aimed at getting leads that convert to customers. One way to track this metric is via the landing page on your website.
How to measure:
- Head over to your Google Analytics board.
- Click on landing pages and select “behaviour.”
- Check out metrics on “goal conversion” and “goal completions.”
Social media engagement
Social media engagement metrics track how many likes, comments, and shares you have on a piece of content.
It’s an important metric to track because most purchasing decisions are made due to social recommendations proofs.
How to measure:
To measure engagement, you need to track:
- The number of likes.
- The number of shares.
- The number of video views.
- Increase in followers.
You can use Google Analytics to track social engagement. You can also use third-party social media analysis apps to track engagement.
Email Marketing efforts
Since the advent of email marketing in the 70s, it has proved to be one of the best channels for getting leads that convert to customers. Email Marketing helps you nurture leads overtime after attracting them to your funnel.
How to measure:
You can use platforms like MailChimp, Klaviyo, etc., to examine your click-through rate and open rate.
Lead conversion rate
A lead is a potential customer that has an interest in buying your products. As stated above, the main reason for drafting a B2B marketing campaign is to generate leads.
How to measure:
To measure the lead conversion of your marketing campaign,
- Track the number of content downloads.
- Track C.T.A results.
- Track the number of completed purchases.
You can set up a goals funnel in your google analytics account to track quality leads.
Tracking website traffic enables you to know which of your content is getting plenty of visitors per month. This particular content can be repurposed into a Twitter thread, made into an infographic, Instagram Reel or TikTok video to get more engagement.
How to measure:
Using Google Analytics or third-party tracking sites such as Ahrefs, you will gain valuable information on:
- Average time spent on a page.
- Source of traffic.
- Unique sessions.
- Overall traffic.
What are the B2B content marketing trends and examples you can apply?
Your buyer persona will largely influence the content you create and the platforms to distribute them. As people seek more personalised brand experiences, creating content that feeds into this desire is the key to success.
Here are some B2B content marketing trends:
Other than Google, YouTube is the largest search engine on the internet. 70% of B2B buyers watch videos in making their purchasing decision.
Using a video infographic drives more engagements than blog posts. Including videos in your blog posts can increase the average time spent on a page, therefore improving your SEO ranking.
Video content is a great way to tell your customers more about the products or services you offer. It is more likely to make your visitors convert to customers. The rise of video is set to continue, as 82% of internet traffic will be video by 2022.
Sharing valuable insights via podcasts enables B2B content marketers to share their journey and connect with their audience at every phase of their journey.
Through podcasts, you can connect with your customers, raise awareness, attract new leads, and be established as an industry expert. Podcasts also encourage your audience to form a long-lasting relationship with your brand as they can listen to your content in their own time.
The computer company Dell invites influencers and other internal experts to share weekly podcasts with their audience. This provides insights into ongoings at Dell and makes the audience feel connected to the brand.
Artificial Intelligence(A.I) in content marketing
Smart marketers are now exploring the merge between AI and content marketing to generate results. In 2021, we have seen the emergence of AI content generators like GPT-3 and Copy.ai.
Webinars, online courses, live videos
Now that the pandemic has encouraged remote work or working from home, there’s an increased demand for online courses and educational webinars.
Hubspot, for instance, has an academy to educate business owners and marketers via online courses and certifications. This is an important and valuable means to keep your audience engaged throughout their journey in making a purchase.
Long-form blog posts
Your customers need in-depth information on the product or services you’re offering before making a purchase. Because long-form content contains all the information concerning the produce or service, it’s easier to help them make the best purchasing decision.
Long-form blog posts generated 3x more traffic than the usual short blog posts. It also gets 3.5 times more backlinks, and this boosts your website rankings.
The foundation of every successful content marketing campaign is the problem it solves for the customer, if your content does this consistently; you will occupy prime real estate in the mind of the customer when they need the service you offer. The customer can also refer your service to people based on the perception you have established as an expert from reading your content.
Templates are valuable for B2B content marketing.
For instance, we did a Google Search for Powerful Headlines template. As a marketer, you know the importance of headlines.
From our search, the first result was a blog from Copyblogger.com. This result is likely to be a viable source of traffic for that keyword.
Tracking your content marketing ROI will help improve your marketing efforts because in the day it’s not just about creating great content, it’s about building long-term relations that drive sales conversions.
Keep measuring your B2B content marketing ROI so you know how to maximise the viability of your high performing content, improve the low performing ones and stop investing in content that doesn’t move the needle.
If you haven’t yet put together your content strategy then we hope this blog will help you.
Should you need any assistance brainstorming new ideas or simply assessing what you have planned, then we’d love to hear from you. You can book your complimentary 30 minute discovery call with one of our directors to further discuss your plan.