Can You Measure Content Marketing & Social Media ROI?

Content Marketing

Guest post by Michael Higashi

The catch phrase of 2013 seems to be “Big Data” – the concept of how massive amounts of strategic data collection (can you say “google”), analysis and targeting can generate huge ROI for businesses. I’ve written how I believe technology for marketers has finally caught up (technology-wise and cost-effectiveness) to where “lazy marketing” is no longer a valid excuse. Do you know which of your marketing channels are bringing in the most customers? In today’s multi-channel world, it can be tough to tell.

Generating engaging content marketing media is already tough enough – we need tools and processes to know what’s working and what’s not in order to maximize ROI. Savvy marketers know and use closed-loop analytics tools to measure, analyze, and act on the performance of all the elements of their marketing, from blogs to social media, landing pages to leads, and calls-to-action to email marketing and more. Take a look at the infographic/study below, conducted by the gurus at SEOmoz. The standout takeaway: “….lastly, it turns out that 60.2% of marketers are looking for analysis options, as well as other analytics options, in their social media management tools”. This comes as no surprise.

When savvy social media marketers are communicating their messages online, they want to know exactly how those efforts are benefiting them by analyzing whether each social strategy is connecting to their end goal: revenue….”

…and how do your social media channels stack up against your blogs, videos email touches and landing pages?

Check out the great posts about the importance of measuring your content marketing ROI performance:

Marcus Sheridan’s jaw-dropping case study: “My Blog Made Over 2 Million Dollars in Sales: How’s that for ROI?” – the title says it all.
How to Get Your Boss to Care About Content Marketing“, by Adria Saracino
Reporting Content Marketing ROI to the C-Level“, by Joe Pulizzi

A Closer Look at How Marketers Are Using Social Media

How are Marketers Using Social Media? #infographic

Michael Higashi is a content marketing expert at Electrify Media. Electrify your Business and Sales with Visual Inbound Marketing. Learn how you can improve your marketing results in Michael’s free ebook, Unlock the ROI of Your Marketing with Analytics.

Tom Treanor is the founder of the Right Mix Marketing blog. He’s the author of the Search Engine Boot Camp, the co-author of Online Business Productivity, and regularly speaks at industry and corporate events. His writing has been featured on the Content Marketing Institute, Social Media Examiner, Copyblogger and other leading industry blogs.


  1. Agreed. You need to tie social media to your business/sales process and then check the results. Just spinning your wheels in social media is not enough!

  2. I think that it is important to note that different social media avenues work for different companies. Although I believe Facebook is, by far, the number one social media marketing took we have out there, there are other up and coming sites that are making an impact as well. Every organization needs to do their research and find which avenue works best for them and get going on it. For some (and most) it will be facebook, others will be Twitter, others Pinterest, and the list goes one. Find your niche and run with it!

  3. Using social media to attract and interact with customers is so important in the technology driven world we live in. I agree with what everyone has been saying that you need to see what works. Facebook and Twitter are great places to start because of the amount of users, but there are lots of other sites that allow you to do other things your targeted customer wants.

  4. I just love infographics and your’s isn’t an exception. People need to see what is working for their business. As someone said before me, you need to know what works for you and you need to pay attention at the consequences of your actions in order to make better decisions in the future. Thanks for sharing !

  5. The gurus at SEOmoz really now their information and also know how to put it in a way that anybody can understand. Your explanations were very useful, too. Marketers should keep up with the social media world so that they can boost their businesses much faster and with more amplitude.

  6. You have presented great work with this superb infographics. Facebook definitely is the most used social network which has generated great results for business promotion campaign.

  7. Creating and curating quality social content marketing material and syndicating it to your top socials is pretty easy for mot. Being able to measure and come up with a reasonable ROI number is not so easy

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