Michele Linn says, “What is one of the biggest challenges facing content marketers today? If the blog traffic and conversions at CMI are any indication, measurement and ROI are two nuts that marketers are trying to crack. But this is no surprise. Justifying marketing spend has been a struggle since the beginning of time.

But content marketers face a more specific challenge because the payoff is not immediate. In fact, it typically takes at least 18 months before you see bottom-line results. If you are in an industry with a long sales cycle, it often takes longer to tie content marketing to revenue, making short-term ROI even more elusive.

First things first: What are you trying to measure?

Regardless of whether you are getting started or trying to prove ROI on a long-standing program, you need to have consensus on what success looks like. This may seem obvious, but only 44% of B2B marketers, 43% of B2C marketers, and 30% of nonprofit marketers know what this is”.

From Newbies to Seasoned Marketers: How to Measure Your Content Marketing

Content Marketing Institute

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