1. Reframing Content ROI and the Case for B2B Content

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    Despite a plethora of articles recommending methods to determine content ROI, this continues to be a hot and confusing topic for many B2B marketers. Why is this? There are different purposes and uses for ROI. Content performance, at an asset or campaign level, is typically the way marketers think of content ROI. While difficult to measure, marketers need performance measures to tweak execution. But don’t confuse performance with ROI. Asset and campaign performance measures are not useful for an executive level business case. It’s too granular. It doesn’t align with executive business parameters, or inform the kinds of decisions they make. It also doesn’t convey the magnitude, importance and urgency of the matter. It doesn’t show what’s possible. Marketers think with a traditional expense justification mindset rather than an investment mindset. We’ve written here about the misunderstanding between investment and expense. A Content ROI Investment Model An investment mindset for B2B content speaks to three...

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