One of the best resources I have seen for small businesses on this topic is the Content Marketing ROI Guide (requires paid registration) over at Smart Insights. I recommend it regularly to small businesses wanting to get to grips with measurement and ROI models.
There is a great post just out at the Content Marketing Institute. I’ve copied a quick snippet below, but it also runs through a good process for ROI measurement.
- Define your objective
- Pick the right KPIs
- Align your marketing efforts
- Build your scorecard and benchmark performance
- Set realistic goals
- Monitor performance
It’s great to see more structure and narrative added to Content Marketing planning and measurement. Continue reading