Content Marketing ROI: How to Scale Your Content Strategy (2023)

Content Marketing ROI: How to Scale Your Content Strategy (1)

Is there value in content marketing?


As long as you have a strategy in place that helps increase your bottom line.

In this blog, I’ll explain how to scale your strategy using a tactical content marketing plan that improves your ROI.

Content Marketing ROI: Why You Should Care

Content marketing is expected to grow by $269 billion during the time period of 2020 – 2024, according to recent market research.

With expansive growth, your company needs to start scaling its content marketing strategy now.

And when I say scale your strategy, I mean getting the maximum ROI possible.

ROI is the return on investment, a ratio between your company’s income and investments. So, it makes sense that content marketing ROI is the revenue gained from content marketing as a percentage of the amount spent.

To calculate your content marketing ROI, take the revenue from your content, subtract your content marketing spend, and divide it by the spend.

The higher your ROI, the better.

Setting Your Content Marketing Goals

Before you jump into your strategy, you’ll need to decide what your content marketing goals are.

Your content goals should directly tie to your business’s overall goals.

Are you creating content for yourself? For B2B companies? What about B2C companies or D2C companies?

Are you looking to invest money and time to secure conversions? If so, what aspects of content marketing help your users navigate down the marketing funnel?

What type of content will help you secure deals? Is it educational? Video-based?

(Video) Uncover Your True Content Marketing ROI With These Measurement Tactics

Once you’ve taken the time to figure out where your content marketing efforts fit in with your overall business goals, you’ll want to build your team.

Build a Results-Driven Content Marketing Team

You don’t always need a big team to be successful.

There are hundreds of studies that exist that revolve around a number. I’m here to tell you it’s all about the people you hire.

A good employee may be someone who clocks into work on time, follows deadlines, and is willing to help others.

However, a good employee doesn’t equal a good teammate.

Good teammates are often…

  • Flexible meeting their peers halfway to accommodate their needs
  • Active Listeners – who put energy into other people’s ideas
  • Problem-Solvers – that think critically about issues when they arise
  • Effective Communicators – who pay attention to their teammate’s natural behaviors and preferred communication styles
  • Stay Positive – bringing energy and enthusiasm to team meetings

If you can find good employees that are also good teammates, you’re ready to start building and refining your team.

Essential Roles for a Content Marketing Team

Copywriter – Copywriting is used to increase brand awareness and ultimately persuade a person or group to convert by taking a specific action. A copywriter crafts text in various forms such as blogs, infographics, social media posts, emails, landing pages, etc., to encourage an audience to take a specific action.

Editor – An editor’s job is to review and polish copy until it is ready to be published. Pieces of content often go through multiple revisions before they go live on any site.

Designer – A designer’s job is to bring creative, visual ideas and concepts to life. In content marketing, a designer can work on thumbnails, blog images, infographics, videos, and more.

Coordinator – A coordinator is often responsible for handling logistics and scheduling. In content marketing, a coordinator is often the person that communicates with copywriters, editors, and designers. They usually report to the content marketing manager for tasks and work to execute the set strategy.

SEO Strategist – An SEO strategist is responsible for executing the search engine optimization strategy for each piece of content. Their overall goal is often to increase website traffic by earning higher rankings in search engine result pages. This team member will ideally understand both on-page SEO to deliver keyword strategies and technical SEO to watch for issues in HTML.

Content Marketing Manager – A content marketing manager will be responsible for setting the overall content marketing strategy and pivoting when necessary. They should look to competitors and pay attention to industry news and trends to develop the organization’s strategy and pivot when necessary.

Once you’ve built your team, the next step to improve your content marketing ROI is to build a workflow.

What’s a Workflow?

In content marketing, workflows are essential. They help you keep track of each team member’s roles and responsibilities, as well as the progress on pieces of content.

The workflow starts with a strategy set by the content marketing manager. The strategy should be based on metrics and user research.

(Video) The Ultimate Content Marketing Strategy

After the strategy is set, the content marketing manager should create a content calendar that outlines what topics will be covered, when the content will be posted, how it will be promoted, and how success will be measured.

Next, the SEO strategist should create a content brief. This brief should contain the following:

  • 1 primary keyword
  • 1 – 3 secondary keywords
  • 5+ semantic keywords
  • A word count range
  • Internal links to related content
  • External links to related content

Once the brief is completed, the SEO strategist will pass it off to the Coordinator. The coordinator should assign the piece of content to the writer, answer any questions, and agree upon a due date.

Once the writer has finished the piece of content, the Coordinator should assign the copy to an editor. The coordinator should also review the content and connect with the Designer to create unique images that fit in with the piece of content. Sometimes a simple image will suffice; in other situations, an infographic might be needed to explain a process.

Once the Coordinator receives all edits and graphics, they will work with the Content Marketing Manager to send any requests for revisions.

After everything has been approved, the coordinator will upload the content into the CMS, preview it, and publish it.

Once the content has been published, the Content Marketing Manager will work with the coordinator to promote the content.

Content Marketing Tool Selection

Tools are essential when it comes to calculating your content marketing ROI because you need to know what you’re spending your money on.

There are a ton of content marketing tools out there, so what should you choose?

We recommend tools to help you…

Content Marketing ROI: How to Scale Your Content Strategy (2)

  • Create content briefs
    • Google Docs
    • Microsoft Word
  • Complete keyword research
    • SEMRush
    • Ahrefs

Content Marketing ROI: How to Scale Your Content Strategy (3)

Keyword Magic Tool on SEMRush

(Video) Content Marketing ROI -- What NOT To Do When Measuring Your Content Engagement

Content Marketing ROI: How to Scale Your Content Strategy (4)


  • Create content
    • MarketMuse
  • Edit Content
    • Hemmingway Editor
    • ProWritingAid
    • Grammarly

Content Marketing ROI: How to Scale Your Content Strategy (5)

Grammarly Grammar Correction Tool

Before you choose any tools, utilize free trials and make sure whichever tools you choose will be worth the investment.

Audience Research

Once you’ve identified your business goals, built your team and selected your tools, you’ll need to conduct some research.

Audience research will help you understand who your target audience is, which will help you deliver content that caters to their needs.

To do so, you’ll want to create buyer personas. Use demographic, psychographic and behavioral data to build these audiences.

If you’re not creating content for the right audience, you’re throwing money out the window and your content marketing ROI will suffer.

Scale Your Content Marketing Strategy

Creating a documented content marketing strategy is the first step in scaling your business to maximize your ROI.

If you’ve already created a content marketing strategy, run through this exercise to make sure you’re dialed into your audience’s needs and how you can best address them.

What Will You Create? Why?

You’ve already figured out who is on your team. Now it’s time to figure out what your team will create.

Using your audience research, begin to ask yourself the following questions:

  • Who are you creating content for?
  • What are their main pain points?
  • What do they want to know more about?
  • What do they need in order to convert?

Answering these questions will help your team understand why you’re creating content.

(Video) Content Marketing Tutorial - How to calculate ROI

How Will You Present Your Content?

Next, you’ll want to decide what formats you’ll use to share your content. Again, look at your audience. Where do they spend most of their time online? Are they reading blogs? Scrolling through social media? Watching YouTube videos?

Understanding where your audience is online and how they consume content will help you pick and choose the most effective ways to share your message.

Author Melanie Diezel has created a content framework that offers marketers 10 different content topics and 10 different formats to present them in, providing you with 100 ways to deliver quality content to your audience.

Where Will You Share Your Content?

Finally, focus on where you’ll share your content.

Being with your owned media, the channels you are in control of. Focus on promoting your content on your website or blog, across your social media channels, and in your email newsletters.

Next, pay attention to your earned media. This includes mentions and shares of your content, reviews, and possible guest posts. All of these elements will give you an idea of who is seeing your content and help you understand the sentiment around both it and your brand.

Finally, move on to paid strategies. Ask yourself, “What is the most effective way I can share my content?” Test out different ad formats, run a few promoted social media posts, or focus on retargeting.

How Will You Repurpose Your Content?

Content marketing is not a set-it-and-forget-it strategy. It requires constant promotion and adaptation.

Content adaptation is necessary to make the most of your resources. Once you post a piece of blog content, think about how you can repurpose it across other channels. Here are a few examples:

  • Turn it into a series of social media posts
  • Create an infographic
  • Film a series of short-form videos
  • Use it for ad copy and creative

Repurposing your content across different channels saves you money and time, all while introducing your content to a new possible audience.

Calculating Your Content Marketing ROI

When it comes to content marketing, calculating your ROI can be difficult. However, it is necessary to make sure your efforts are growing your brand.

By evaluating your content consistently, you’ll be able to learn a few things:

  • Where you can invest more money
  • Where you should cut back on spending
  • Which tactics are working in your strategy
  • When you need to pivot
  • What content topics and formats your audience responds well to

As I previously mentioned, the formula to calculate your content marketing ROI is taking the revenue gained from content marketing efforts as a percentage of the amount you spent.

(Video) Maximizing Content ROI at Scale

1. Double-Check Your Tracking

  • Make sure you have goals and events set up in Google Analytics
  • Use unique landing pages and thank you pages for each campaign
  • Pay attention to UTMs and other tracking parameters to break down metrics by source, medium, campaign, content type, etc.

2. Determine Conversion Values

  • Assign values to each conversion
  • Use your sales team to determine which conversions are most valuable
  • Rely on Google Analytics and Search Console data to help you get a holistic view of links you’re tracking and ads you’re running, and campaign-specific landing pages to understand your overall content performance

3. Gather All Costs

  • Costs of content production (tools, copywriting, editing, graphic design work, etc.)
  • Costs of content distribution (social media tools, paid media ad campaigns, analytics tools, etc.)

Wrapping It Up

Remember, calculating your content marketing ROI won’t always be easy. And it definitely won’t be perfect.

However, it is essential for your bottom line to continue to make a profit.

Even though scaling your content marketing strategy can be daunting, you’ve got all the steps you need to take to build a results-based team, hone in on content that works best for your business, and maximize your ROI.


How do you measure ROI in content marketing? ›

In a nutshell, content marketing ROI is a percentage showing how much revenue you gained from content marketing in comparison to what you spent. In other words: (Return - Investment ÷ Investment) x 100 = ROI.

What are the 4 steps involved in measuring content marketing ROI? ›

Below, we'll cover the process in 4 steps:
  • Define a business metric that people who are asking care about (hint: it's not traffic)
  • Set Up Google Analytics to measure conversions for that metric.
  • Calculate the number of leads per month it'll take to break even on your monthly spend.
Feb 20, 2023

What is a simple way to measure ROI? ›

The most common is net income divided by the total cost of the investment, or ROI = Net income / Cost of investment x 100.

How do you measure ROI and KPI in digital marketing? ›

How to calculate ROI in digital marketing
  1. ROI = (return - initial Investment / initial investment) * 100.
  2. ROI = (net profit / total cost) * 100.
  3. Predicted return = (number of leads * lead-to-customer rate * average sale price)
  4. 1,000 leads * 0.25 * $50 = $12,500.
Nov 14, 2022

What are the 3 C's of content strategy? ›

Brands and publishers must work together to evolve the content marketing landscape. Successful content marketing programs hinge on the 3 Cs – content, context, and communication.

How do you create a scalable content strategy? ›

To scale up your digital content strategy, you need to start with well-written source material. Better writing means better results. You could have content on a relevant topic, presented with a fresh new angle. But a low-quality blog post won't attract the organic traffic that your business deserves.

What are the 3 most important elements of content strategy? ›

Industry experts will tell you that an effective content strategy must have three core elements to be successful: brand focus, user experience, and content distribution.

What are the two metrics used for ROI measurement? ›

ROI metrics: Sales revenue, transaction volume, average conversion rate, revenue, transactions, days to transaction, sessions to transaction, average order price, and average sales price.

How do you measure effectiveness of ROI? ›

How Do You Calculate Return on Investment (ROI)? Return on investment (ROI) is calculated by dividing the profit earned on an investment by the cost of that investment. For instance, an investment with a profit of $100 and a cost of $100 would have an ROI of 1, or 100% when expressed as a percentage.

What is the 80 20 rule content marketing? ›

What is the 80/20 rule? The 80/20 rule indicates that 80% of social media posts should be useful to your audience — meaning, it educates, entertains, or offers a solution to their problems — and only 20% should explicitly promote your business.

What are the 4 C's of content marketing? ›

The 4 C's of Marketing are Customer, Cost, Convenience, and Communication. These 4 C's determine whether a company is likely to succeed or fail in the long run.

What is the 4 1 1 rule in content marketing? ›

This rule says that for every six posts you create on your social media channels, four posts should entertain or educate, one post should be a “soft sell” and one post should be a “hard sell.” Let's take a closer look at how you might use the 4-1-1 rule.

What are the 4 pillars of content marketing? ›

Let me outline the exact steps you need to launch a successful content marketing campaign with these five pillars.
  • Understand your audience. ...
  • Map the content to the sales cycle. ...
  • Create the content. ...
  • Promote content. ...
  • Measure and analyze.
Jan 13, 2015

What are the best metrics to measure to understand the ROI of a campaign? ›

9 Digital Marketing ROI Metrics You Should Know and How to Measure Them
  • Unique Monthly Visitors. ...
  • Traffic Generated by Channel. ...
  • Cost Per Lead. ...
  • Cost Per Acquisition. ...
  • Customer Lifetime Value. ...
  • Conversion Rate. ...
  • Return on Ad Spend. ...
  • Landing Page Performance Metrics.
Sep 25, 2019

What is a good ROI for social media marketing? ›

What is a good ROI for social media advertising? As a general rule, businesses should aim for a return on investment (ROI) of at least 3:1 for social media advertising. This means that for every dollar spent on advertising, the business should earn at least three dollars in revenue.

What is the formula for ROI in digital marketing? ›

ROI = (Gains from investment - cost of investment)/(cost of investment) × 100% As a marketer, one of your main worries is how to prove the effectiveness of your digital marketing activities. To prove it, your boss wants hard numbers - so it's time to calculate your digital marketing ROI.

What is ROI key performance indicators? ›

KPIs tell you what happens after each chapter, whereas ROI tells you what happened after the conclusion of the entire story. KPIs are a forward-looking predictor of end performance, whereas ROI is used as a backward-looking informer of future budget allocation decisions.

How to measure ROI from SEO? ›

Companies can calculate SEO's return on investment by looking at search engine rankings, organic website traffic, and goal completions, and then using the ROI SEO formula: (Gain from Investment – Cost of Investment) / Cost of Investment.

What are the 4 steps of content strategy? ›

Successful content marketing creation in four steps
  • Content strategy.
  • Content marketing creation.
  • Content distribution.
  • Conversion.
  • Related Reads.
Feb 7, 2023

What are the three E's of content marketing? ›

The three E's of successful content marketing: Engage, Educate, Earn.

How do you optimize content marketing strategy? ›

How to Optimize Your Content Marketing Strategy
  1. Refine Your Buyer Persona. Creating content requires you to understand who your audience is. ...
  2. Research or the Best Target Keywords. ...
  3. Write Better Content. ...
  4. Promote Content to the Right Channels. ...
  5. Track and Measure Your Progress.
May 2, 2017

What are frameworks for content strategy? ›

What is a content strategy framework? A content strategy framework is a plan that guides all of your content marketing actions. It details how you'll create, manage, publish, promote, and maintain content to meet your brand goals.

What are the 5 essential elements of a content marketing strategy? ›

Here are six of the most essential elements of a successful content marketing campaign:
  • A defined target audience. ...
  • Clear and measurable goals. ...
  • Relevant buyer personas. ...
  • Diverse range of content. ...
  • The perfect content marketing platform. ...
  • A robust distribution and promotion strategy.
Sep 10, 2019

What are the 3 stages of building a content strategy? ›

3 Steps to Create Your Content Strategy
  • Step 1 – Define Your Customer Persona. The most important step in a content strategy, and also the one that is most often overlooked, is defining your customer personas. ...
  • Step 2 – Define Your Buyer's Journey. ...
  • Step 3 – Create a “Content Matrix”
Jun 21, 2019

What are the 4 most common metric categories used to calculate ROI of an ad? ›

The Top 10 Advertising ROI Metrics
  • Unique Monthly Visitors.
  • Cost Per Lead (CPL)
  • Cost Per Acquisition (CPA or CAC)
  • Return-on-Ad-Spend (ROAS)
  • Average Order Value (AOV)
  • Customer Lifetime Value (LTV)
  • Lead-to-Close Ratio (LTCR)
  • Branded Search Lift.
Aug 10, 2021

What is 30% rule in marketing? ›

Part of his process involved examining the future product road map, and that's where he discovered that only 30% of the planned products were considered exceptionally good products. This meant these products were most likely to see success among their target audiences.

What is the 70 30 rule in content marketing? ›

Here's how it works: 70 percent of the time, you should tweet others' content. 30 percent of the time, you should tweet your own, branded or promotional, content. This means that the majority of the time, you're looking for content to share with your followers that is not created by your brand.

What is the 90 10 rule in content marketing? ›

That's where the 90/10 rule comes in. Spend 90 percent of your marketing efforts doing something remarkably well and 10 percent experimenting. By focusing most of your efforts on one thing and doing it well, you'll grow much faster than you would have before, and leave yourself time to try new tactics, as well.

What are the 6 areas of content marketing? ›

Here are the different elements of content marketing.
  • Content Strategy. Content strategy is where it all begins. ...
  • Content Creation. Once you've developed or updated your content strategy, you're ready to start creating content. ...
  • Content Optimization. ...
  • Content Distribution. ...
  • Content Repurposing. ...
  • Content Maintenance.
Aug 11, 2020

What is the 5 3 2 content rule? ›

5: Should be content from others that is relevant to your audience. 3: Should be content from you that is relevant to your audience, but not sales focused. 2: Should be personal, fun content that helps humanise your brand.

What is the 7 times 7 rule in marketing? ›

The Marketing Rule of 7 states that a prospect needs to “hear” the advertiser's message at least 7 times before they'll take action to buy that product or service. It's a marketing maxim developed by the movie industry in the 1930s.

What is the 5 3 2 rule marketing? ›

5 should be content from others, relevant to your audience. 3 should be content from you, relevant to your audience—and not a sales pitch. 2 should be personal, non-work related content that helps humanise your brand.

What is the ratio for content marketing? ›

On average, brands are spending 41 percent of their overall marketing budget on content. 57 percent of companies have a content marketing strategy in place. Nine out of ten consumers expect brands to provide content.

What is a content bucket? ›

Content buckets (categories) are topics that speak to different aspects of your business and demographics. These categories have one thing in mind: your business' mission. Note: Content buckets are often also referred to as “content pillars.”

How do you measure ROI on video content? ›

What is a Video ROI and How Do I Calculate It?
  1. Determine the initial cost of your investment, which is how much you paid a video production team or the hours you spent handling the video on your own.
  2. Subtract this amount from the final value earned because of this investment, also known as your net return.
Oct 20, 2020

What is KPI for social media ROI? ›

Social media KPIs are measurable metrics that reflect social media performance and prove social's ROI for a business. Put another way, tracking specific numbers allows your social team to ensure its social strategy is connecting with the target audience and that your brand is achieving its business goals.

What is a good example of social media ROI? ›

For example, you spent $500 on Facebook ads marketing and generated $2,000 in sales. Your profit here is $1,500 (revenue – investment = profit) and your social media marketing ROI can be calculated as $1,500 profit / $500 investment x 100 = 300%. A 300% return on investment is pretty darn good!

What tool is used to measure ROI? ›

Google Analytics

With relevant quantitative data, Google Analytics is one of the most powerful tools to measure the ROI of your social media campaigns. It helps you quickly identify which social media platforms drive the most traffic and which content is getting the most traction.

How do you calculate ROI accurately? ›

ROI is calculated by subtracting the initial cost of the investment from its final value, then dividing this new number by the cost of the investment, and finally, multiplying it by 100.

What is ROI for content creators? ›

To measure ROI, divide your net return (total return minus costs) by your total costs (content creation and distribution) and multiply by 100 to get a percentage. For example, if you spent $1,000 on content and it brings you leads worth $4,000, then your net return is $3,000, and your ROI is 300%.

How does Google Analytics measure ROI? ›

How much profit you've made from your ads and free product listings compared to how much you've spent on them. To calculate ROI, take the revenue that resulted from your ads and listings, subtract your overall costs, then divide by your overall costs: ROI = (Revenue - Cost of goods sold) / Cost of goods sold.

What is the general formula for social media ROI? ›

🌟 How can I calculate social media marketing ROI? You have to count the total profit generated from social media campaigns and the costs you've spent on them. Then, you have to divide the earnings by the expenses and multiply by 100%. The higher the number is, the better ROI your social media has.


1. #704: Content Marketing ROI: How to Measure Your Content Marketing Campaign Performance Episode 5
2. How To Build a Winning SEO Content Strategy
(Siege Media)
3. How to Create a Content Marketing Strategy that Delivers Massive ROI
4. How to Take Your Content Strategy to the Next Level - Michał Suski
(ROI Online Podcast)
5. 55 Minutes of Social Media Content Strategy for Entrepreneurs
(Think Media)
6. #700: Content Marketing ROI: How to Measure Your Content Marketing Campaign Performance Episode 1


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