Make your point with data

Estimated reading time
2 minutes
5th March 2020
Author: Natasha Keary
Posted in: Impact & ROI

Let’s be honest, we all know the struggle of proving content ROI.

We plan, research, and prepare strategic pieces, but what happens after we press publish? How do we show that well-researched, strategic pieces of content make a difference?  Many marketers and content creators struggle to measure the success of their work, and almost 40% of UK marketers feel they don’t have clarity over which metrics they should feedback to the wider business.

This means that while you know how successful your content is, others in the business might not. We found this was the case when we asked sales what they really thought about marketing (you can read the full results in our Forrester study). Just 46% of sales teams view marketing as a key driver of business growth, and only 40% agree that their company’s marketing department generates predictable and measurable buyer acquisition.

So we thought we’d create a guide on how you can quantify and measure your content ROI, and make your point once and for all – with data. Presenting our guide to proving a point by finding and using the right metrics.

Skip straight to the guide

The barriers to proving a point with data

Data-driven marketing is the way forward. But it can also be the problem. Technology has made it possible to measure a string of metrics that were impossible in the past, including open rates, click-through rates and time on page. Marketers are surely in a better position than ever before to keep track of content success. But it’s not that easy.

With so many data points to track, finding the right ones to report on becomes a challenge. It’s easy to present a complicated picture of content marketing, but sifting through metrics to provide a simple overview is more complex. As Steve Jobs said, sometimes the hardest but most important thing to do is keep things simple: “simple can be harder than complex: you have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.”

In this guide, we look at the solutions to some of the main barriers, including:

Read the guide in full:

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