{"id":61923,"date":"2020-03-20T00:00:00","date_gmt":"2020-03-20T00:00:00","guid":{"rendered":"https:\/\/rockcontent.com\/blog\/what-is-b2b-content-marketing-roi-and-how-do-you-calculate-it\/"},"modified":"2025-09-10T03:41:28","modified_gmt":"2025-09-10T06:41:28","slug":"what-is-b2b-content-marketing-roi-and-how-do-you-calculate-it","status":"publish","type":"post","link":"https:\/\/pingback.com\/en\/resources\/what-is-b2b-content-marketing-roi-and-how-do-you-calculate-it\/","title":{"rendered":"What is B2B Content Marketing ROI, and How Do You Calculate It?"},"content":{"rendered":"

How much revenue is content marketing adding to your company’s results? According to HubSpot trends \u2014 Not Another State of Marketing Report<\/a> \u2014only 35% of marketers said it is extremely important to understand the ROI (Return on Investment)<\/a> of their campaigns.<\/p>\n

If you also find it difficult to answer, you are not alone: in a LinkedIn survey,<\/a> only 39% of marketers considered themselves successful in calculating the ROI of their content marketing strategies<\/a>. Do you know how to calculate B2B content marketing ROI? Keep reading, and we will show you how.<\/p>\n

The primary way to calculate your B2B content marketing ROI<\/h2>\n

With this metric, you can establish more effective strategies. You can use this formula to calculate your ROI:<\/p>\n

ROI = (gains from investment – cost of investment)\/(cost of investment) \u00d7 100%.<\/p>\n

It means that you have to measure your results (gains), such as brand awareness, lead, or customer acquisition, and list all of the costs you had to implement for the marketing content strategies, such as team payment, publishing, paid search advertising, tools, platforms, etc.<\/p>\n

Measure gains for calculating B2B content marketing ROI<\/h2>\n

Content marketing earnings are calculated over a longer term. Metrics must be continually evaluated and B2B content marketing ROI is associated directly with each Key Performance Indicator (KPI) below.<\/p>\n

Social media performance<\/h3>\n

You can measure social media ROI by understanding how this channel is performing toward traffic generation for your blog or website, using the Google Analytics tool.<\/p>\n

LinkedIn, YouTube, Instagram, Twitter, and Facebook, for example, could integrate your content marketing strategy. First, it is necessary to publish a piece of content,<\/a> like a blog post. Then, you can make calls to this content on social media and track traffic to your site from these channels.<\/p>\n

You can also measure your audience engagement<\/a> by their comments, for example, or by monitoring mentions and the awareness rate of your campaigns.<\/p>\n

These interactions can sometimes be trickier to measure than you\u2019d expect. Followers can like or share posts without ever visiting your website, which means traditional traffic metrics only tell part of the story. You might notice sudden spikes in comments or shares and wonder if those actually translate to results\u2014sometimes they don\u2019t, sometimes they do, but it\u2019s rarely straightforward. It helps if you step away from obsessing over raw numbers and start asking deeper questions about the quality of engagement. Maybe the real value isn\u2019t in what\u2019s easiest to measure, but in what takes a pattern over time to reveal.<\/p>\n

And let\u2019s not forget the ever-shifting algorithms. Just when you feel like you\u2019ve cracked the code on what kind of post works, another update rolls out and suddenly those same efforts barely make a dent in your reach. It\u2019s frustrating, sure, but it\u2019s also a good reminder that flexibility isn\u2019t just nice\u2014it\u2019s necessary. Just because a campaign takes off on one channel this month doesn\u2019t guarantee it\u2019ll do the same next quarter. Paying attention to both quick wins and long-term trends is probably your safest bet in 2025.<\/p>\n

\ufeffLanding page conversion rate<\/h3>\n

It is not enough to know how many people are visiting your website or landing page. You have to identify if they are taking the solicited action or not, comparing the number of your landing page visitors with how many people filled the form to download the eBook available there.<\/p>\n

For example, if you have a landing page with 5,000 visitors and 50 people converted, your landing page conversion rate<\/a> will be the total conversions divided by the number of visitors. So, it will be 50\/5000 = 1%.<\/p>\n

Lead conversion rate<\/h3>\n

This metric tracks how many leads are converted and generate results for the business. It helps to know the ROI of your content marketing<\/a> actions. The ultimate objective of any marketing campaign is to generate sales, thus, by using the lead conversion rate you can analyze small campaign goals:<\/p>\n