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Content has gained grounds in last few years and content marketing campaigns have certainly become indispensable for marketers to engage consumers and generate leads. In fact, a recent study revealed that 61% consumers are more likely to buy from companies that create custom content.
“Only 27% of marketers are effectively tracking content metrics!”
However, there is still a challenge that many B2B and B2C marketers face and that is measuring the ROI. Only 27% of marketers track content metrics effectively.
But then, there are of course a few things if kept in mind while conducting content marketing can give you good ROI for sure such as the types of content that have the highest ROI, the best days to share content on social media and more.
Here is a new data on metrics of content marketing success that will help you organize your content marketing goals and make strategic decisions about effective content.
Why do companies need content marketing?
• 61% of consumers are more likely to buy from companies that create custom content
• 50% of online consumer time is spent engaging with custom content
Content Marketing Future
How B2B and B2C marketers are making use of content marketing
Brand Awareness
• 82% B2B Marketers
• 79% B2C Marketers
Lead Generation
• 74% B2B Marketers
• 50% B2C Marketers
Customer Acquisition
• 71% B2B Marketers
• 71% B2C Marketers
Thought Leadership
• 68% B2B Marketers
• 33% B2C Marketers
Engagement
• 64% B2B Marketers
• 64% B2C Marketers
Customer Retention/Loyalty
• 57% B2B Marketers
• 65% B2C Marketers
Website Traffic
• 57% B2B Marketers
• 62% B2C Marketers
Lead Management/ Nurturing
• 47% B2B Marketers
• 28% B2C Marketers
Sales
• 45% B2B Marketers
• 51% B2C Marketers
Content Types with Their ROIs
“Some content types are clearly ahead of the pack in ROI!”
Customer Testimonials
Highly Effective Content: – 41%
Reasonable Cost: – 60%
Low Time Investment: – 80%
Case Studies
Highly Effective Content: – 45%
Reasonable Cost: – 37%
Low Time Investment: – 84%
Videos
Highly Effective Content: – 33%
Reasonable Cost: – 21%
Low Time Investment: – 55%
Micro-sites
Highly Effective Content: – 23%
Reasonable Cost: – 34%
Low Time Investment: – 62%
White Papers
Highly Effective Content: – 29%
Reasonable Cost: – 25%
Low Time Investment: – 40%
Product Collateral
Highly Effective Content: – 20%
Reasonable Cost: – 83%
Low Time Investment: – 87%
Blog Posts
Highly Effective Content: – 18%
Reasonable Cost: – 76%
Low Time Investment: – 81%
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Click-to-Open Rates
Infographics:-51.3%
Guides/EBooks:-46.23%
Blog Posts:-44.07%
Templates:-42.7%
Studies/Whitepapers:-35.23%
Videos:-20.62%
How Content Marketing helps in Lead Generation?
High Quality Leads:-76%
Quantity of Leads:-28%
Requests for Pricing
High Quality Leads:-48%
Quantity of Leads:-48%
Free Trials
High Quality Leads:-31%
Quantity of Leads:-49%
Webinars
High Quality Leads:-26%
Quantity of Leads:-26%
Contact Us
High Quality Leads:-28%
Quantity of Leads:-21%
On-Demand Video Demos
High Quality Leads:-24%
Quantity of Leads:-26%
Case Studies
High Quality Leads:-24%
Quantity of Leads:-21%
Whitepapers
High Quality Leads:-21%
Quantity of Leads:-29%
Videos
High Quality Leads:-21%
Quantity of Leads:-26%
Surveys
High Quality Leads:-19%
Quantity of Leads:-21%
Toolkits
High Quality Leads:-14%
Quantity of Leads:-19%
EBooks
High Quality Leads:-11%
Quantity of Leads:-15%
Things many content marketers are tracking for content effectiveness
Sales Lead Quality:-54%
Social Media Sharing:-50%
Sales Lead Quantity:-48%
SEO Ranking:-44%
Time Spent on Website:-40%
Direct Sales:-39%
Inbound Links:-34%
Subscriber Growth:-32%
Benchmark Lift of Company Awareness:-29%
Benchmark lift of Product/Service Awareness:-24%
Increased Customer Loyalty:-21%
Cross-Selling:-14%
Cost Savings:-6%
How content marketing impact conversions
Average website Conversion Rate
Content Marketing Adopters: – 2.9%
Non-Adopters: – 0.5%
Average Email Marketing Click-Through Rate (CTR)
Content Marketing Adopters:- 3.4%
Non-Adopters: – 1.8%
Conversion Rate from marketing response to marketing -qualifies lead
Content Marketing Adopters: – 7.6%
Non-Adopters: – 1.0%
Social Sharing Tips
“87% of marketers distribute their content on Social Media!”
Percentage of total social shares, by days
14%: Sunday
13%: Monday
14%: Tuesday
14%: Wednesday
14%: Thursday
13%: Friday
18%: Saturday
Besides!
“46.3% more social shares are seen on blog titles that feature question marks than those without them!”
The Bottom Line
Determining your content ROI isn’t a big deal! You just have to act a little smarter and track your content’s relevancy and conversions against that of your competitors! That’s it! Generating more relevant leads for your business isn’t an uphill battle if you really know the ways! So grab your tools and dig in!
Learn from real practitioners not just trainers.
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