How to Calculate Conversions from Content Marketing
0 likes919 views
The document outlines how to calculate conversions from content marketing by measuring the cost per lead, the percentage of leads sourced, and actual conversions. It provides a detailed example of calculating costs and leads generated from specific content pieces, ultimately showing an average cost per lead of $120 and estimating total conversion value at $51,000. Additionally, it highlights the importance of content marketing's contribution to overall lead generation and revenue.
How to Calculate Conversions from Content Marketing
- 1. How to Calculate Conversions from Content Marketing
- 2. These are prospects who became customers because of either helpful, useful and/or entertaining content you provided them. BRAND AWARENESS BRAND HEALTH CONVERSIONS
- 3. BRAND AWARENESS BRAND HEALTH CONVERSIONS Percentage of people who take a desired action. WHAT TO MEASURE : COST PER LEAD PERCENTAGE OF LEADS SOURCED CONVERSIONS Amount your brand spends to acquire a lead. Percentage of leads sourced by content compared to other marketing programs.
- 4. BRAND AWARENESS BRAND HEALTH CONVERSIONS Percentage of people who take a desired action. WHAT TO MEASURE : COST PER LEAD PERCENTAGE OF LEADS SOURCED CONVERSIONS Amount your brand pays in advertising to acquire a lead. Percentage of leads sourced by content compared to other marketing programs.
- 5. BRAND AWARENESS BRAND HEALTH CONVERSIONS Percentage of people who take a desired action. WHAT TO MEASURE : COST PER LEAD PERCENTAGE OF LEADS SOURCED CONVERSIONS Amount your brand pays in advertising to acquire a lead. Percentage of leads sourced by content compared to other marketing programs.
- 6. BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCULATE THE VALUE OF: COST PER LEAD
- 7. Calculating content marketing’s cost per lead is crucial in order to benchmark your program’s effectiveness against other marketing programs. BRAND AWARENESS BRAND HEALTH CONVERSIONS
- 8. Determining this is quite simple. To begin, we need to know the costs accrued to create and distribute the content. BRAND AWARENESS BRAND HEALTH CONVERSIONS
- 9. CONTENT ACTIVITY COST ROI Guide Creation $3,000 ROI Guide Sponsored Email $10,000 Strategy Guide Creation $3,000 Strategy Guide Sponsored Webinar $20,000 BRAND AWARENESS BRAND HEALTH CONVERSIONS In this example, we’ve created two pieces of content: • For the ROI Guide, we spent $3,000 to create and invested $10,000 to distribute.
- 10. CONTENT ACTIVITY COST ROI Guide Creation $3,000 ROI Guide Sponsored Email $10,000 Strategy Guide Creation $3,000 Strategy Guide Sponsored Webinar $20,000 BRAND AWARENESS BRAND HEALTH CONVERSIONS In this example, we’ve created two pieces of content: • For the ROI Guide, we spent $3,000 to create and invested $10,000 to distribute. • For the Strategy Guide we also spent $3,000 to create, but spent $20,000 to distribute. • Combining these costs, we can see that the ROI Guide cost us $13,000 and the Strategy Guide cost us $23,000.
- 11. CONTENT ACTIVITY COST TOTAL COST ROI Guide Creation $3,000 $13,000 ROI Guide Sponsored Email $10,000 Strategy Guide Creation $3,000 $23,000 Strategy Guide Sponsored Webinar $20,000 BRAND AWARENESS BRAND HEALTH CONVERSIONS In this example, we’ve created two pieces of content: • For the ROI Guide, we spent $3,000 to create and invested $10,000 to distribute. • For the Strategy Guide we also spent $3,000 to create, but spent $20,000 to distribute. • Combining these costs, we can see that the ROI Guide cost us $13,000 and the Strategy Guide cost us $23,000.
- 12. BRAND AWARENESS BRAND HEALTH CONVERSIONS Now that we know how much our content cost to create and distribute, let’s see how the content did in terms of lead generation to calculate cost per qualified lead.
- 13. BRAND AWARENESS BRAND HEALTH CONVERSIONS CHANNEL COST NEW LEADS MQLs ROI Guide $13,000 550 205 Strategy Guide $23,000 700 130 Now that we know how much our content cost to create and distribute, let’s see how the content did in terms of lead generation to calculate cost per qualified lead. • Our ROI Guide generated 550 new leads, 205 of which were qualified leads.
- 14. BRAND AWARENESS BRAND HEALTH CONVERSIONS CHANNEL COST NEW LEADS MQLs ROI Guide $13,000 550 205 Strategy Guide $23,000 700 130 Now that we know how much our content cost to create and distribute, let’s see how the content did in terms of lead generation to calculate cost per qualified lead. • Our ROI Guide generated 550 new leads, 205 of which were qualified leads. • To calculate cost per lead, we want to take the total cost ($13,000) divided by the total number of qualified leads (205).
- 15. BRAND AWARENESS BRAND HEALTH CONVERSIONS CHANNEL COST NEW LEADS MQLs ROI Guide $13,000 550 205 Strategy Guide $23,000 700 130 Now that we know how much our content cost to create and distribute, let’s see how the content did in terms of lead generation to calculate cost per qualified lead. • Our ROI Guide generated 550 new leads, 205 of which were qualified leads. • To calculate cost per lead, we want to take the total cost ($13,000) divided by the total number of qualified leads (205). • $13,000 / 205 = $63
- 16. BRAND AWARENESS BRAND HEALTH CONVERSIONS CHANNEL COST NEW LEADS MQLs CPMQL ROI Guide $13,000 550 205 $63 Strategy Guide $23,000 700 130 $177 Now that we know how much our content cost to create and distribute, let’s see how the content did in terms of lead generation to calculate cost per qualified lead. • Our ROI Guide generated 550 new leads, 205 of which were qualified leads. • To calculate cost per lead, we want to take the total cost ($13,000) divided by the total number of qualified leads (205). • $13,000 / 205 = $63 • Therefore, our ROI Guide cost $63 per qualified lead.
- 17. BRAND AWARENESS BRAND HEALTH CONVERSIONS CHANNEL COST NEW LEADS MQLs CPMQL ROI Guide $13,000 550 205 $63 Strategy Guide $23,000 700 130 $177 To determine an accurate average total cost per lead of content marketing, we’d want to take a larger sample, but for the purpose of this guide, we’ll simplify and average these two costs.
- 18. BRAND AWARENESS BRAND HEALTH CONVERSIONS CHANNEL COST NEW LEADS MQLs CPMQL ROI Guide $13,000 550 205 $63 Strategy Guide $23,000 700 130 $177 To determine an accurate average total cost per lead of content marketing, we’d want to take a larger sample, but for the purpose of this guide, we’ll simplify and average these two costs. $63 + $177 / 2 = $120
- 19. BRAND AWARENESS BRAND HEALTH CONVERSIONS CHANNEL COST NEW LEADS MQLs CPMQL ROI Guide $13,000 550 205 $63 Strategy Guide $23,000 700 130 $177 To determine an accurate average total cost per lead of content marketing, we’d want to take a larger sample, but for the purpose of this guide, we’ll simplify and average these two costs. $63 + $177 / 2 = $120 Therefore our average total cost per lead for content marketing is $120.
- 20. BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCULATE THE VALUE OF: PERCENTAGE OF LEADS SOURCED
- 21. In order to determine the percentage of leads from content marketing, we first need to gather total number of leads sourced from other marketing programs. BRAND AWARENESS BRAND HEALTH CONVERSIONS
- 22. BRAND AWARENESS BRAND HEALTH CONVERSIONS Looking at this gathered data, we see that content marketing accounts for 205 of the total 710 marketing qualified leads. PROGRAM MQLs Content 205 Events 300 Advertising 30 Email 100 Public Relations 75 Total 710
- 23. BRAND AWARENESS BRAND HEALTH CONVERSIONS Looking at this gathered data, we see that content marketing accounts for 205 of the total 710 marketing qualified leads. To find the percentage, we take 205/710 to find that content marketing accounts for 28.9% of total qualified leads. PROGRAM MQLs PERCENTAGE Content 205 28.9% Events 300 42.2% Advertising 30 4.2% Email 100 14.2% Public Relations 75 10.5% Total 710 100% EVENTS ADVERTISING CONTENT EMAIL PUBLIC RELATIONS
- 24. BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCULATE THE VALUE OF: CONVERSIONS
- 25. Finally, to determine the actual revenue sourced by content marketing, we need to look at conversions. BRAND AWARENESS BRAND HEALTH CONVERSIONS
- 26. BRAND AWARENESS BRAND HEALTH CONVERSIONS PROGRAM MQLs CONVERSION RATE AVERAGE SALES VALUE Content 205 50% $500 For this example, let’s say our content marketing has a conversion rate of 50% and the average sale is worth $500.
- 27. BRAND AWARENESS BRAND HEALTH CONVERSIONS PROGRAM MQLs CONVERSION RATE AVERAGE SALES VALUE Content 205 50% $500 For this example, let’s say our content marketing has a conversion rate of 50% and the average sale is worth $500. • To find our total conversions, we need to multiply our total qualified leads by 50%.
- 28. BRAND AWARENESS BRAND HEALTH CONVERSIONS PROGRAM MQLs CONVERSION RATE AVERAGE SALES VALUE CONVERSIONS Content 205 50% $500 102.5 For this example, let’s say our content marketing has a conversion rate of 50% and the average sale is worth $500. • To find our total conversions, we need to multiply our total qualified leads by 50%. • 205 * 50% = 102.5 conversions
- 29. BRAND AWARENESS BRAND HEALTH CONVERSIONS PROGRAM MQLs CONVERSION RATE AVERAGE SALES VALUE CONVERSIONS Content 205 50% $500 102.5 For this example, let’s say our content marketing has a conversion rate of 50% and the average sale is worth $500. • To find our total conversions, we need to multiply our total qualified leads by 50%. • 205 * 50% = 102.5 conversions • Based on that finding we assume these sales will average $500, so to find the total value we • multiply 102.5 * $500 = $51,000
- 30. BRAND AWARENESS BRAND HEALTH CONVERSIONS PROGRAM MQLs CONVERSION RATE AVERAGE SALES VALUE CONVERSIONS TOTAL CONVERSION VALUE Content 205 50% $500 102.5 $51,000 For this example, let’s say our content marketing has a conversion rate of 50% and the average sale is worth $500. • To find our total conversions, we need to multiply our total qualified leads by 50%. • 205 * 50% = 102.5 conversions • Based on that finding we assume these sales will average $500, so to find the total value we • multiply 102.5 * $500 = $51,000 • Therefore, our total content marketing conversions are worth $51,000
- 31. WANT TO LEARN MORE? Our team of strategists can help your brand build a marketing growth engine. From ongoing support and program management, to customized strategy sessions and workshops, we’ll set your brand up for success.
- 32. Introducing NewsCred. THE MOST COMPREHENSIVE CONTENT MARKETING SOLUTION. SOFTWARE SERVICESCONTENT Social Content Production Workflows & Social Governance Global Asset Management Social Publishing & Distribution Performance Measurement Global Implementation 24/7 Support & Training Strategy Workshops Editorial Consulting 5,000 Licensed Publishers Original Content Network Rights-cleared UGC