How Building Product Businesses Can Identify ROI From Content Marketing

Construction marketing has evolved significantly in recent years. Today campaigns are surgically targeted, planned, and tracked, but many construction product businesses aren’t confident about how to measure the effects of their content marketing efforts.

In fact, 65% of marketers can’t quantitatively demonstrate the impact of their marketing, but by the end of this blog, you will.

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How To Calculate ROI From Your Content Marketing

A widely recognized method to calculate your content marketing ROI is; return subtracted by total investment, divided by investment, expressed as a percentage:

For example, If you spend £500 creating a content marketing campaign that results in deals worth £2000, then your ROI is 300%.

(Return) £2000 – (Investment) £500 = £1500
£1500 / £500 = 3
3 x 100% = 300% (ROI)

Hell of a return right?

The Hidden Aspect Of Content Marketing ROI

At first, the formula seems simple, however, there is an issue; The calculation is from the total investment — not just the cost of one piece of content or a particular campaign. This means you won’t be able to completely understand the ROI of a particular campaign unless you have a CMS which offers that level of data.

A content marketing campaign is only as effective as the CMS it’s underpinned by. HubSpot is widely recognised as one of the most dynamic and robust CMS platforms and they allow you to log the budget of each content marketing campaign you produce, along with detailing their attribution, thus giving you a greater understanding of your content marketing ROI.

So in short, the calculation works better with an effective CMS.

Monitoring Your Metrics

It’s essential to track your Key Performance Indicators (KPI) regularly, but how regular? We recommend tracking your performance on a monthly basis initially, then adjusting your timeline later, if necessary. For example, we produce comprehensive monthly reports but we also adjust our content on a weekly basis.

We’ve created a method called the Predictable Growth Programme to visually map this out:

Predictable Growth Programme Explained

Once you’ve chosen the KPI’s that are most meaningful for your construction product business, you’ll want to track the performance of every content asset or campaign you publish against those benchmarks. Building dashboards is the best way to do this since you can see all your data in one place whenever you want, databox is great for this.

Don't miss out on the, dare I say it, "content revolution". 53% of marketers write content to attract new visitors. This is over half of the worlds top marketers recognising the power of content to pull an audience to them. 

[Image from Databox] 

Conclusion

Some content marketing efforts can’t be tracked no matter how hard you try. Nevertheless, with a strong understanding of your KPI’s and a dynamic CMS, you can calculate your ROI with clinical precision.

About Insynth

At Insynth we deliver a predictable flow of leads, customers, and specifications for building product brands through our inbound marketing approach, proven to reach a technically demanding audience.

We use the latest marketing techniques such as construction inbound marketing, to equip building product companies to grow sustainability in this era of digital transformation.

As the only HubSpot certified agency to major in construction marketing. We have a proven formula of bringing a variety of functionalities together including CRM Implementation, Web Design, Sales Automation, SEO, and Email Marketing to achieve your ultimate aim: Growing your business and gaining new specifiers and customers.

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