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
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Introduction
- Why calculate ROI of content marketing
- Determine content marketing goals with stakeholders
- Align metrics to content marketing goals
- Set up content marketing performance benchmarks
- Define timeframes for measurement
- The content marketing ROI formula
- Content marketing ROI calculation example
- Calculation example: Comparing ROI across tactics
- Deciding on content types
- Aligning content with buyer phase
- Determining distribution channels for content
- Campaign attribution models to consider
- Tools to track campaign progress
- Useful vs. relevant metrics
- Adjusting campaign variables
- Calculating ROI on content campaigns
