ROI Tag

As the industry becomes more and more performance-based, there is an ever-increasing pressure on marketing departments to demonstrate their return on investment (ROI). Yet 40% of marketing departments still rate proving ROI as their biggest challenge. With content marketing becoming a greater part of the overall mix, showing the value of these assets - whether they're web pages, blogs, brochures or whitepapers – is crucial. This article discusses the different approaches you can use to evaluate the overall effectiveness of your content, and help you decide on the ones that fit best with your business. The bigger picture Businesses that report ROI from their content marketing have demonstrated that the return is higher than the average, costing 62% less than traditional marketing. But, how do we measure these figures? As we know, content plays a vital role across different touchpoints of the customer journey. It also ultimately influences later purchase decisions. For example, research by Nielsen...