The Content ROI Center

Keeping a Closer Eye on Content ROI


B2B marketing organizations are now spending more than 25 percent of their budgets on the development, delivery and promotion of content to drive business leads, influence customer markets and grow brand presence and authority. Sales and channel organizations want more effective content marketing programs to prime new business pipelines and upsell and cross-sell customers.  Marketers are striving to become facile and efficient publishers so they can build viral awareness, create more meaningful customer engagement, and underscore their value propositions and marketing claims.

Yet despite increased spending, most companies are still in the early stages of building the necessary strategies, processes, competencies, and best practices for effective content marketing. Too many organizations are still engaged in random acts of content development, without having implemented cohesive and effective strategies, customer-centric themes and platforms, efficient publishing and delivery capabilities, or the necessary content performance tracking systems. 

The CMO Council’s Content ROI Center is a strategic interest community dedicated to the evolving discipline of content marketing. The center provides reports, whitepapers and case studies on content marketing best practices, trends and challenges.

  • Effective strategies for ensuring relevance and engagement
  • The power and potential of peer-driven affinity networks
  • Tools and approaches for performance and ROI measurement
  • Content channel development and tracking
  • Social and SEO optimization
  • Talent, resource, and organizational requirements
  • Syndication, proliferation, and consumption strategies


Facts & Stats

BtoB Marketers, on average, spend over a quarter of their marketing budget on content marketing. Content Marketing Institute

62 percent of companies outsource their content marketing, up 7 percent from last year. Mashable

40 percent of U.S. tablet owners read newspapers and magazines on their devices. comScore

More than $40 billion will be spent on different forms of content marketing in 2012, with website content generating substantial investments. Customer Content Council

Google’s Android holds a 68 percent share of the smart phone market, versus 17 percent by Apple as of the second quarter of 2012. IDC

LinkedIn generates more leads for B2B companies than Facebook, Twitter or blogs individually. Yet only 47 percent of B2B marketers say they use LinkedIn vs. 90 percent on Facebook. Inside View

Interesting content is a top 3 reason people follow brands on social media. Content+

There were 16.3 billion explicit core web searches during September 2012.  Google ranked first in market share with 66.7 percent, followed by Microsoft (15.9 percent), Yahoo! (12.2 percent), Ask Network (3.5 percent) and AOL (1.8 percent). comScore

60 percent of marketers plan to increase their spending on Content Marketing over the next 12 months. Content Marketing Institute

Social media sites and blogs reach 8 out of 10 of all U.S. Internet users and account for 23% of all time spent online. Content Marketing Institute

A majority of smartphone users now access travel content on their devices. comScore

Half of all U.S. feature phone subscribers switch to smartphones when the buy a new device. comScore

One in four consumers in Japan now own a smartphone. comScore

90% of consumers find custom content useful and 78% believe that organizations providing custom content are interested in building good relationships with them. TMG Custom Media

Blogs give websites 434% more indexed pages and 97% more indexed links. Content+

B2B companies with blogs generate 67% more leads per month on average than non-blogging firms. Social Media B2B

The average cost to generate a lead through inbound marketing ($143) is about half the average for outbound marketing ($373). G+

In order of magnitude, the most prevalent form of content being developed by marketers are: article postings (79 percent), social media (74 percent), blogs (65 percent), e-newsletters (63 percent), case studies (58 percent), live events (56 percent), online videos (52 percent), and whitepapers (51 percent). Content Marketing Institute

Viewings of online video reached an all-time high of 188 million users watching 37.7 billion online videos in August 2012. comScore

90% of b2b marketers are doing some form of content marketing, and b2b marketers spend on average 26% of their marketing budgets on content. The most effective content marketers spend twice as much as their less effective peers on content development, and consider buying stage when developing content. B2BMarketingInsider

61% of US Marketers Use Social Media to Increase Lead Generation and 55% of Buyers Search for Information on Social Media. Social Media B2B

9 out of 10 organizations market with content marketing. Content Marketing Institute

On average, B2B marketers employ eight different content marketing tactics to achieve their goals. Content Marketing Institute

Marketers, on average, spend over a quarter of their marketing budget on content marketing. Content Marketing Institute

The average company (1000 employees or more) has 178 “social media assets” (Twitter handles, employee blogs, etc.)–yet only 25% of companies offer social business training to their employees. Marketing Easy

B2b marketers believe social media is critical to organic search success. Marketers rate social media as the second-most imporant factor (64%) in search, behind only strong content (82%). BtoB Magazine

Although Facebook is the most important social media lead generation tool for b2c marketers (with 77% saying they had had acquired a customer through Facebook, compared to 60% for a company blog), among B2B companies, LinkedIn was the most effective, with 65% having acquired a customer through the professional network, followed by company blogs (60%), Facebook (43%), and Twitter (40%). Marketing Charts

Content goes viral when it spreads beyond a particular sphere of influence and spreads across the social web via ordinarily people sharing with their friends. AdAge

The median ratio of Facebook views to shares (is) merely 9-to-1. This means that for every Facebook share, only nine people visited the story. Even the largest stories on Facebook are the product of lots of intimate sharing—not one person sharing and hundreds of thousands of people clicking. AdAge

77% of buyers say they are more likely to buy from a company whose CEO uses social media. eMarketer

94% said C-suite social media participation enhances a brand image. eMarketer

82% of employees say they trust a company more when the CEO and leadership team communicate via social media. eMarketer

90% of b2b marketers do some form of content marketing. Smart Insights

26% of b2b marketing budgets are invested in content. Smart Insights

60% of b2b marketers say they plan to spend more on content marketing in the coming year. Smart Insights

The most popular content marketing tactics used by b2b marketers are article posting (used by 79% of b2b marketers), social media excluding blogs (74%), blogs (65%) and enewsletters (63%). Smart Insights

Small businesses, on average, spend twice the share of their lead generation budget (43%) on inbound marketing as do large companies (21%). Econsultancy

53 percent of companies planning to use content marketing will outsource part or all of their campaigns in 2012. Sagefrog Marketing Group

The web has given rise to new markets that have leveraged the increased availability of information to learn about new products and services, and 89 percent of consumers start purchase research by consulting search results. Fleishman-Hilliard

Just 16 percent of Americans believe ads on the web are effective at compelling them to convert, suggesting organic content has more merit. AYTM Market Research

97 percent of content marketers said they’ve made it a goal to more effectively target and influence convertible audiences with content. PointRoll

92 percent of marketers believe content is effective for SEO. Marketing Sherpa

60 percent of B2B decision makers said exposure to branded content is critical in their decisions to launch new solutions, products or services throughout their company. Content Marketing Institute

57 percent of companies using blog content marketing have acquired customers with their content. SalesChase

Buyers' top complaints about content: 85% of buyers say content is neither useful, relevant, nor aligned with needs of people in the buying decision. IDG Connect

The availability of product and service information on the web and through social networks has fundamentally transformed the marketing and sales funnel, putting pressure on Marketing and Sales to align both process and content/messages. Aberdeen Group


Studies & White Papers


May 2013 - 3 Simple Techniques For More Persuasive Content Marketing - Marketing Land

May 2013 - 20 Devastating Content Marketing Mistakes [Comics] - Business2Community

May 2013 - How to Gauge the Power and Value of Your Content Marketing - MarketingProfs

May 2013 - 5 Lessons In Creative Content Marketing From Mad Men - Business2Community

May 2013 - Content Marketing Beckons to an Executive From a Digital Agency - New York Times

May 2013 - Content Marketing Lessons From “Dull” Companies - Business2Community

May 2013 - New Google features help content marketing anticipate & answer Q’s - Brafton

May 2013 - 4 Reasons Why Content Marketing Should Care About Audience Development - iMedia Connection

May 2013 - Content Marketing: Beyond Gutenberg - MarketingProfs

April 2013 - 5 Reasons to Fit Webinars into Your Content Marketing Strategy - Business 2 Community

April 2013 - Content marketing: It's not all about the campaign - Econsultancy

April 2013 - 8 Reasons Companies Should Adopt a Content Marketing Culture - Small Business Trends

April 2013 - 9 Convincing Arguments to Win Your Content Marketing Budget - Business 2 Community

April 2013 - Twitter’s good intentions: generating ROI from social media - Econsultancy

April 2013 - The Zero Clutter Approach to Content Marketing: 3 Things You Must Do - Search Engine Journal

April 2013 - 7 Steps To Content Marketing Success - Business 2 Community

April 2013 - Businesses reap the rewards of email content, but still miss opportunities - Brafton

April 2013 - How to Create Content That Encourages Audience Participation - Business 2 Community

March 2013 - The changing face of narrative in content marketing and campaigns - EConsultancy Digital Marketing Excellence

March 2013 - The Three W's (and one H) of Content Marketing - Search Engine Journal

March 2013 - Content marketing is more than just a trend on twitter - BizCommunity

March 2013 - The Five Steps to Successful Content Marketing - Sydney Morning Herald

March 2013 - Managing Marketing Content Across the Customer Lifecycle - MarketingProfs

March 2013 - Evaluating Content ROI Remains Challenge for Senior Marketers - Brafton

February 2013 - What the Right Brain Brings to Content Marketing - CMS Wire

February 2013 - Content marketing helps SMBs sleep, websites do the work - Brafton

February 2013 - SEO Experts at Mesasix Conclude: Content Marketing Overtakes SEO and Link Building in 2013 - Beaumont Enterprise

February 2013 - Content Marketing: why brands need an editorial positioning - Fourth Source

February 2013 - How to Make Your Content Marketing Sizzle - Business2Community

February 2013 - Real Time Content Marketing Case Study: Oreo and the Super bowl - Business2Community

February 2013 - 24 Top Content Marketing Questions Answered in Less Than 140 Characters - Business2Community

January 2013 - 5 Courses of the Content Marketing Meal - Forbes

January 2013 - Content marketing recap: January 2013 - Brafton

January 2013 - Solving the Content Creation Conundrum - AdvertisingAge

January 2013 - 5 Content Marketing Trends for 2013 You Haven't Heard Yet - ClickZ

January 2013 - Increase Your Marketing ROI with the Right Segmentation - Chief Marketer

January 2013 - Facebook’s new analytics tool helps show content ROI - Brafton

January 2013 - Best Campaigns Ever, Real Social ROI and Content of the Week - Business2Community

December 2012 - A Content Marketer's Content Marketing Predictions for 2013 - Business2Community

December 2012 - Marketers, ROI on Social Media Marketing Requires a Mandatory Next Step: Conversion - Business2Community

November 2012 - 10 Point Checklist for Content Marketing - Social Media Today

November 2012 - Five Take-aways from a Content Marketing Study - Business 2 Community

November 2012 - Big Brands are Pouring Money into Their Own Custom News Sites - Business Insider

November 2012 - Content Marketers Beware: How to Keep Up With The Changes on Social Sites - Social Media Today

October 2012 - CMI Study Finds Marketers Spend 33% of Budgets on Centent Marketing - BtoB Online

October 2012 - 5 Judges of Your Content Marketing Success (In Order of Importance) - Business 2 Community

October 2012 - Heavy-Duty Content Marketers a Breed Apart - BtoB Online

October 2012 - Content Marketing for the Small Business Owner: Tap Your Resources - Business 2 Community

October 2012 - Content Marketing Shifts ROI to ROO - CMI: Content Marketing Institute

October 2012 - Weaving Together Your Content and Merchandising Strategies - BtoB Online

October 2012 -  3 Reasons Companies Aren't Engaging in Content Marketing - Social Media Today

October 2012 - Why Content Marketing is Effective SEO - SFGate

October 2012 - What is Content Marketing? - Business 2 Community

October 2012 - Google Analytics: New Cost Data Tool Calculates ROI Across Channels - Adobe

May 2012 - The Content Marketing Explosion - Mashable

March 2012 - The inbound marketing explosion: infographic - Econsultancy

March 2012 - CEOs Who Tweet Held in High Regard - eMarketer

March 2012 - Generate More Leads with B2B Social Media - Social Media B2B

March 2012 - How Content Is Really Shared: Close Friends, Not 'Influencers' - Ad Age

March 2012 - The Anatony of Content Marketing - Content+

February 2012 - Search still half of all digital spending - BtoB Magazine

January 2012 - Selling Through Social Media to Close More Leads - Inside View

January 2012 -  What is Content Marketing? If You're Not Content Marketing, You're Not Marketing - Content Marketing Institute