{"id":530518720,"date":"2017-04-13T16:58:41","date_gmt":"2017-04-13T20:58:41","guid":{"rendered":"https:\/\/contently.com\/?p=530518720"},"modified":"2017-06-15T10:28:46","modified_gmt":"2017-06-15T14:28:46","slug":"one-lead-gen-metric-will-help-show-marketing-roi","status":"publish","type":"post","link":"https:\/\/contently.com\/2017\/04\/13\/one-lead-gen-metric-will-help-show-marketing-roi\/","title":{"rendered":"This One Lead Gen Metric Will Help You Show Marketing ROI"},"content":{"rendered":"

Here are a couple of embarrassing facts about myself:<\/p>\n

1. I have a catalogued list of my favorite content marketing SlideShares.<\/p>\n

2. There’s one that’s my most favorite, and I reference it all the time.<\/p>\n

I’m talking about Why Content Marketing Fails<\/a>, by Moz founder Rand Fishkin. It tackles the biggest content marketing mistakes with the help of clip art and some pretty bad fonts. (Also a bunch of pictures of Rand looking like a railroad baron.) There are two slides that I love in particular because they explain the biggest misconception in content marketing: that content is just another direct-response marketing tactic.<\/p>\n

\"This<\/p>\n

\"This<\/p>\n

Preach! If you’re hoping that your content is going to directly lead to sales on a consistent basis, you’re going to be sorely disappointed. The consumer journey is just much more complicated than “click-read-buy.” And yet, content marketing does <\/em>have a huge impact on the sales funnel. Per HubSpot, companies that publish content 16 times per month generate 4.5x more leads<\/a> than those who publish less than four times per month, and 93 percent of B2B marketers say that content marketing generates more leads than traditional marketing strategies<\/a>.<\/p>\n

But for many marketers, demonstrating the long-term effect that content marketing has<\/a> on lead generation and customer acquisition can be a daunting task, especially if you’re not a Marketo and Salesforce wizard.<\/p>\n

While multi-touch attribution is the most accurate approach to demonstrating content marketing ROI<\/a>, there’s a simpler metric that can get you started: leads influenced.<\/p>\n

Time for a definition!<\/p>\n

Leads influenced: <\/i>The number of people who engaged with a piece of content and converted into a lead within the next 90 days.<\/em><\/p>\n

Let’s look at an example. Say that I publish this post and 5,000 people read it. And amongst those 5,000 people, 65 become a lead for Contently in the next 90 days\u2014they fill out a demo request form, ask to talk to a sales person, download an e-book, or some other conversion event. Then, that piece of content would have 65 leads influenced.<\/p>\n

This metric is an easy way to show the impact that content has on the top of your funnel and can be tracked with a simple conversion pixel placed on various conversion event points, like the aforementioned demo request form or e-book download. It’s one of the metrics that we bake right into our analytics platform<\/a>, and helps us optimize our distribution strategy to ensure that content pieces that generate a lot of leads get prioritized in both our paid and organic campaigns.<\/p>\n

\"This<\/p>\n

We also measure something called lead impact score, which pinpoints content pieces that influence or generate a lot of leads relative to the number of people who read the piece. So say that 100 people read a story, and 70 of them end up becoming leads: We’d give that piece a lead impact score of 70, and likely prioritize pushing it out in our distribution campaigns since it’s so effective.<\/p>\n

Ultimately, there are a lot of reasons that content marketing fails. But having a good handle on how content impacts lead generation definitely isn’t one of them.<\/p>\n","protected":false},"excerpt":{"rendered":"

Lead generation is a critical component of many content marketing programs, but it’s not always easy to measure. This metric can help.<\/p>\n","protected":false},"author":43,"featured_media":530518721,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[72],"tags":[3514,9553,9356,7335],"class_list":["post-530518720","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-roi","tag-featured","tag-lead-gen","tag-lead-generation","tag-roi"],"acf":[],"yoast_head":"\nThis One Lead Generation Metric Will Help You Show Marketing ROI<\/title>\n<meta name=\"description\" content=\"Lead generation is a critical component of many content marketing programs, but it's not always easy to measure. 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