So much content, but still struggling to understand what it's all doing for the bottom line?

In 2020, 38% of B2B content marketers moved paid advertising dollars to content marketing. 57% from the same survey (Content Marketing Institute) answered No and Unsure when asked "Does your B2B organisation measure content marketing ROI?".

What CEO would be smiling at his laptop knowing somewhere in his remit is an individual shifting budget into a bucket measuring ROI with a finger in the air?

The good news is, 80% of B2B content marketers were tracking KPIs against content, the bad news is, they were mostly vanity metrics.

So what does this mean...why not vanity metrics? Always remember the "then what" which is where your commercial gold comes in:

• Email opens and clicks - they read and they clicked, then what?

• Traffic to a website - great, you've got them there, then what?

• Social engagement - potential customer viewed a post, then what?

The good news is, it's easy to make a change to demonstrate ROI. Here's how.

Step 1: Know your goals!

Sounds simple, but you'd be shocked at how difficult this can be. Be single minded in your approach. Are you driving leads? Are you generating awareness? Be clear.

Step 2: Know how you'll measure!

Only when you're clear on your goals can you understand how to measure. Driving leads? Measure your leads, downloads or opportunities for sales. Measuring brand? Track your share of voice.

Step 3: Build your programs to be measurable!

If you can't track it, don't do it. How do you know it's working? Build your campaigns to be measured, don't try to retrofit down the track.

Focusing on "then what" outcomes will change your world in terms of their performance and the conversations you have with your executive team. And also, greater ROI? Greater budget!