Proving Content ROI to Stakeholders: A Step-by-Step Guide

Introduction:‍

For many CMOs and marketing leaders, one of the biggest challenges is showing their content marketing efforts' return on investment (ROI) to stakeholders. With several months and dozens of touches by marketing, before a sales-qualified lead is generated, it is super difficult to draw a straight line between content efforts and revenue outcomes. However, with a clear strategy and the right data, you can show exactly how content contributes to the bottom line. 

Below is a step-by-step guide to proving content ROI to your stakeholders.

SaturnOne’s Approach

Our approach here at SaturnOne as a full-service outcome-focused partner is to combine attribution modeling and discovery and revenue/ROI reporting to give dashboards and reports to stakeholders. 

1. Define key conversion points in your pipeline.
2. Analysis of content that drives conversions at these points
3. Add cost modeling for these key points, including fixed and variable/ads costs
4. Stack into pipeline models
5. Build you a real-time dashboard with goals, revenue, pipeline, and ROI

Step 1: Define Key Performance Indicators (KPIs) Aligned with Business Goals

Before you can measure ROI, it’s crucial to establish the right KPIs. These metrics should align with your company’s revenue goals, such as lead generation, conversion rates, or customer lifetime value (CLV).

• Why It Matters: By focusing on KPIs that stakeholders care about, you ensure that your reports address their concerns and strategic objectives.
• Pro Tip: Use SMART goals (Specific, Measurable, Achievable, Relevant, Time-Bound) to set clear expectations. Source: HubSpot on SMART Goals.

Step 2: Use Attribution Models to Track Content Influence

Attribution models help show the role of each content piece in driving conversions. Multi-touch models are particularly effective for proving content’s influence in complex B2B sales cycles, where several touchpoints contribute to a sale.

• Why It Matters: Attribution models demonstrate that your content does more than just generate leads; it’s an integral part of the buyer’s journey.
• Pro Tip: Use tools like first-touch and position-based attribution to highlight content that is particularly effective in creating awareness or closing deals. Source: Marketing Land’s Guide to Attribution.

Step 3: Calculate the ROI of Each Content Asset

To demonstrate ROI, calculate the revenue generated from each content piece and compare it against the costs involved in creating and promoting it. This includes production costs, distribution expenses, and paid promotion.

• Why It Matters: This provides a clear financial view of which content delivers the most value, helping justify budget allocations.
• Pro Tip: Include hidden costs like employee time spent on content creation for a more accurate calculation. Source: Content Marketing Institute on ROI Calculation.

Step 4: Present Real-Time Dashboards to Showcase Impact

Stakeholders want to see the numbers. Use real-time dashboards to present metrics like revenue attribution, lead quality, and engagement rates in a visually appealing format.

• Why It Matters: Real-time dashboards make it easy to provide up-to-date data that clearly shows the value of your content investments.
• Pro Tip: Highlight high-performing content pieces in your reports to illustrate specific wins and the impact they’ve had on revenue. Source: MarketingProfs on Data Visualization.

Step 5: Use Testimonials and Case Studies for Qualitative Proof

Numbers are powerful, but combining them with stories can be even more persuasive. Include testimonials from sales teams about how content helped them close deals or case studies that highlight the impact of your content efforts.

• Why It Matters: Qualitative data adds a human element to your reports, making them more relatable and compelling for stakeholders.
• Pro Tip: Pair case studies with relevant metrics to show both the quantitative and qualitative impact of content. Source: Harvard Business Review on Storytelling in Business.

Conclusion:

Proving content ROI doesn’t have to be an uphill battle. By defining KPIs, using attribution models, calculating ROI, leveraging real-time dashboards, and incorporating qualitative proof, you can build a compelling case for your content marketing efforts. Ready to simplify the process? Join our pilot program at SaturnOne and get access to tailored dashboards that make proving ROI easy.