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LinkedIn Learning

Content Marketing: ROI

via LinkedIn Learning

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Overview

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Learn how to establish goals and metrics for your content marketing, calculate ROI, develop assets to drive results, and effectively report campaign progress to stakeholders.

Syllabus

Introduction
  • Why calculate ROI of content marketing
1. Establishing Content Marketing Goals
  • Determine content marketing goals with stakeholders
  • Align metrics to content marketing goals
  • Set up content marketing performance benchmarks
  • Define timeframes for measurement
2. How to Calculate Content Marketing ROI
  • The content marketing ROI formula
  • Content marketing ROI calculation example
  • Calculation example: Comparing ROI across tactics
3. Creating Content to Drive Results
  • Deciding on content types
  • Aligning content with buyer phase
  • Determining distribution channels for content
  • Campaign attribution models to consider
4. Reporting Campaign Performance
  • Tools to track campaign progress
  • Useful vs. relevant metrics
  • Adjusting campaign variables
Conclusion
  • Calculating ROI on content campaigns

Taught by

Velera Wilson

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