ROI Analysis: Using Content Type ROI Analysis to Direct Strategy

Before I get into the ROI Analysis, I want to recap last week's article, which is needed to get the most out of this one. Here is a brief AI-created summary if you like, or skip directly to the juicy parts of this article.

Revenue Analysis: Content Attribution…Summary

The article “Revenue Analysis: Content Attribution Modeling by Content Type with Revenue,” discusses the process of developing a content attribution model for a SaaS company to analyze its content marketing efforts in relation to conversions and revenue. The analysis focused on "Schedule a Demo" conversions over a six-month period, grouping content into categories such as blog articles, lead magnets, newsletters, and nurture sequences. Using a modified W-shaped attribution model, the team estimated the total value generated at $154,000 for one month, with specific percentages assigned to different content types based on their role in the marketing funnel.

The article also highlights the importance of measuring content marketing ROI, emphasizing the use of W-shaped attribution modeling for more accurate results. It provides tips for effective revenue attribution, including tracking relevant metrics and using content marketing analytics platforms. The analysis allows for deeper insights into content performance, enabling informed decisions about marketing budget allocation. The author mentions that future articles will delve into more detailed process aspects, such as ROI calculation and content production costs.

The results were four groups of content that drove customer acquisition from discovery to final conversions. Then, we assigned values to each group. Now, we discuss the ROI and driving strategy.

Using Content Type ROI Analysis to Direct Strategy

By understanding which types of content bring the most value, marketers can make targeted strategic decisions that elevate performance across campaigns. In this article, we’ll explore how analyzing content ROI by type can help you refine your content mix, optimize production, and plan for future success.

Let’s start with the top graph, “Revenue Generated & ROI: By Content Type.” In a single chart, we have revenue attribution, costs (production and distribution), and ROI. So, it is packed full of strategic information.

The highest ROI, at 670%, is lead magnet nurturing designed to drive the “Schedule A Demo” conversion point. So super important in the customer journey. Followed by newsletters (a more TOFU nurturing), lead magnets, and blog post content. 

Understand that these ROI are a refection of two things, cost and attributed value. Recall this formula:

As you can see from studying this graph, the high ROIs from Nurturing and Newsletters are due to their lower overall costs, and in the Nurture case, the high value attributed. Distribution is, of course, usually just email and some overhead. The importance of the Nurture content certainly justifies its production cost, even when the content is usually drawn from blogs and the lead magnets themselves. For a deeper dive into ROI, see my piece, "One Metric To Rule Them All For Digital Marketing — ROI!"

Given the range of ROIs you see, it is strategically worth exploring the investments and revisiting the revenue attribution themselves. My argument is that these numbers do not need to be perfect, just representative and justifiable, especially for showing stakeholders and budget justification. We can also test various future values with these strategy models.

This last graph, “ROI: Content Type vs. Spending,” is another perspective on the ROI. The x-y axes are content promotion and content production costs, respectively.

Based on these three graphs (these two plus the attribution by content in the previous article), we can do lots of ROI-based strategy analyses. With tweaks to the attribution percentages investment in production or distribution we can study changes and strategy going forward. Remember, the content attribution was based on six months, so planning has a tremendous impact.

Refining the Content Mix Based on ROI Insights

While it’s essential to prioritize high-ROI content, building a balanced content mix ensures a seamless journey through the buyer’s cycle. Supporting content types, like blogs, videos, and social media posts, play a vital role in engaging potential customers at different stages. By using ROI data, you can structure your content mix strategically—for example, emphasizing case studies and whitepapers for late-stage decision-making while using blogs and infographics to nurture early-stage prospects.

A refined content mix based on ROI insights keeps your strategy agile and ensures that each piece of content has a distinct role in moving prospects closer to conversion.

Optimizing Content Production and Distribution

Once you know which content types yield the highest returns, it’s time to scale them effectively. Optimizing production doesn’t necessarily mean producing more content but rather fine-tuning formats and distribution based on performance data. For example, if video content proves highly effective on social channels, you might consider allocating resources to produce more of it specifically for those platforms.

Likewise, content ROI analysis can guide you in adjusting your distribution strategy. If webinars are driving high engagement among mid-funnel prospects, you might want to feature them in nurturing email campaigns or promote them as gated content to capture qualified leads.

Using ROI Analysis for Future Planning

Content ROI analysis isn’t just for today’s strategy; it’s a critical tool for future planning. Use your ROI data to set benchmarks for new content types, track emerging trends, and conduct regular content audits. Setting these performance goals based on proven ROI can streamline your approach to launching new campaigns and content initiatives, ensuring that every piece aligns with your revenue goals.

Driving Strategy with Data-Backed Insights

By actively using ROI analysis to shape your strategy, you’re transforming content marketing from a guessing game into a precision tool for driving growth. The insights gained from understanding each content type’s contribution to revenue empower you to direct your strategy effectively, making every content decision one that supports your bottom line.

Ready to see how SaturnOne can help you refine your content strategy through ROI analysis? Contact us today to learn more.