Published: 17 January 2024
Many Communications leaders wonder how it’s possible to calculate the ROI of content. It is possible, but can be very difficult. This research explains several higher- and lower-effort approaches. The best one for you depends on your goals.
Very few Communications leaders have the data, infrastructure and metrics frameworks in place to calculate ROI with a reasonable level of effort.
The formula for calculating content ROI requires content costs and outcome metrics to be expressed in common units. For communicators who don’t measure their impact in currency, calculating ROI requires a fundamental change of measurement strategy and intensive business partner collaboration.
Most Communications leaders wish to calculate ROI either to better make content prioritization decisions or to stretch their resources further. For these goals, there are three alternatives to calculating ROI.
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