Google translated from Norwegian

10 formulas that calculate the return on your Content Marketing

Michael Brenner, author of the book The Content Formula and CEO of Marketing Insider Group, spoke under Epic Content Marketing in 2016 on how to measure the return on your content marketing.

In 2011, the marketing team in SAP challenged by CEO. Bill McDermott to change the way the brand communicated with their digital audience in.

Michael Brenner, who at the time was SAP's vice president of Global Marketing, accepted the challenge to change SAP's marketing and communications.

Michael decided that SAP would go from talking about the company's products and services to a customer-oriented communication - providing inspiring, informative and useful content .

Michael managed, after a year of negotiation and compromise, to launch SAP's first platform for Content Marketing - SAP Business Innovation. Site's business was to reach, engage and ultimately convert prospects into repeat customers - this, guide the customers through the ice using quality content.


Michael realized early in the 12 months that there was only one way to really make this a solid initiative. It was to conduct a detailed research, demonstrate a strong business case, and to present ROI (return on investment).

Michael did exactly this. Through this process built Michael renowned Content formula. This formula made Brenner got authority, support, budget and strong evidence of the value this customer-oriented strategy created.

If you answer the question below, then you have The Content Formula in place.

How to calculate and calculate the return on your Content Marketing?

This is a question that marketers worldwide wonder. Although very many have begun to adopt this market discipline, so it does not mean it is easy to calculate ROI. Michael Brenner mentions in her book (and was built on it in his speech) that many marketers are struggling not only to calculate the ROI on content marketing, but also to sell the value of this strategy within the company.

Michael Brenner and Liz BEDORET, formerly Content Marketing strategist in News Cred, puts forward how to calculate returns and how to demonstrate the correct numbers to top managers of small and large businesses. Under the action plan of 10 steps and 10 calculations that will give you the numbers you need to convince business to invest in Content Marketing.

Once you're probably going to sell or showcase how Content Marketing can create value for the business. Then these steps very useful for you, and also if you just want to find out if this is profitable for the company.

Before I present the steps to you, I will point out a few things. Content Marketing is not a passing trend, and it's not about pushing out sales pitch. Content Marketing is not a passive "native advertisement".

Content marketing is a strategy that is about engaging and to create genuinevalue for your customers. The aim is to create lasting relationships that have a profitable and measurable business value. Here are five points to me, Joe Pulizzi and Michael Brenner stand 100% behind:

  • Content Marketing is not advertising, public relations or native ads.
  • Content Marketing is consistent and regular - NOT campaign based. It is a marathon and not a sprint.
  • It is customer-oriented and not business oriented.
  • Content Marketing is owned media, own platform. The difference in content marketing and content is that the destination and platform to publish on the property of your brand.

Here is Michael Brenner and Liz BEDORET ...

10 steps to help you develop your Content Formula

  1. Google "What is [your product category]?"If your home does not come up in the top three search results, so you miss the opportunity to reach, engage and convert many potential customers early in customer journey.
  1. Your brand gets a good amount of discussion online about your product category compared to your competition?
  1. Locate a copy of the content that your company produces - calculate the cost, usage and performance of this content. You will probably find that more than 50 percent of it is never used - clean scrap. Override this content production over to a Content Marketing program instead.
  1. How much (in%) of traffic to your website come from search early customer journey? What percentage of content on your home answering questions associated with customers early in the customer journey?

  1. How much quantifiable brand engagement (traffic to your home) generates your traditional marketing? Control some of that budget over the Content Marketing and track results!
  1. How much have you spent on search ads because you rank organically for these keywords? Every organic visits can be seen as an extra penny saved.
  1. How big is your email list? Every person that subscribes to your Content Marketing program is an additional opportunity to connect, create long-term dialogue and mutual value over time.
  1. What is the cost per lead for your Content Marketing Program? Compare this with traditional methods such as Direct Marketing, Cold Calling and banner ads.
  1. What percentage of your marketing generated income comes from your Content Marketing?
  1. What is lifetime value and how high is the preservation rate ( "retention rate") to customers who have engaged with your content marketing? Compare this with those who have not.


10 calculations that helps you find the value of your Content Marketing

  1. How much money you waste on content that is not being used?

current costs * amount used

  1. What is the value of organic search?

(Budget for search ads * organic search traffic) / Paid Search Traffic

  1. What is the value of unbranded organic search traffic?

(Budget for search ads * organic search traffic) / Paid Search Traffic

  1. What is your Share of Voice Index?

(Proportion of organic search traffic / market share) * 100

  1. What is the value of our repetitive visitors?

(Ad money / advertising traffic) * repetitive visitors

  1. What is the value of a subscriber?

(Number of subscribers * Average selling price * (1 - Unsubscribe Rate) - the number of subscribers * Cost Per Acquisition) / number of subscribers)

  1. What is the value of a subscriber? (sales through email nurture, if you know)

sales generated through email * number of news subscribers

  1. What is your CMCPL (Content Marketing Cost Per Lead)?

Content Marketing expenses / Content Marketing Leads

  1. What is the value of a Content Marketing Lead?

Content Marketing Leads * Content Marketing conversion rate * average selling price

  1. What is the value of your Content Marketing-conservation rate?

consumption of customers who do not engage with content - consumption of customers who engage with content

You can download these questions directly from Marketing Insider Group here .

It will take some time to answer all these questions, but it will be worth it! You will have the information you need to get authority, support and budget to implement a successful Content Marketing program that attracts and builds a loyal customer base.


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This article is machine translated from Norwegian. The writer MUST NOT BE JUDGED by the language. If you find the context of the article interesting, you can order a professional manual translation in the checkout process when purchasing this content.

Additional Information
This article is also posted on the Content Marketing Norge.