Measuring ROI from Content Marketing with Nicc Lewis @Expozive #VCBuzz

Measuring ROI from Content Marketing Nicc Lewis @Expozive #VCBuzz

Content marketing is a great way to build trust, attract some links and social media shares and promote brand awareness.

But how exactly can we calculate content marketing ROI?

Let’s discuss!

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About Nicc Lewis @Expozive

Nicc Lewis @Expozive is a veteran in Online Marketing & Marketing Communications with 2 decades of experience including B2B & B2C.

Nicc is the CEO of Expozive, a unique MarCom & Marketing Agency with a fresh approach in providing solutions.

Connect to Nicc on Linkedin

Questions we discussed

Q1 How did you become a digital marketer? Please share your career story!

I came from a fashion background growing up in London, which followed me to South Africa. I always leaned towards Marketing even then.

I arrived in Israel 2001 when digital was exploding armed with English & Marketing & found myself in demand for digital marketing.

I found it served my freakish nature or enjoying data & creativity in equal amounts – the rest is history (backed by success of course)

Q2 Content drives lots of signals. How to define which metrics to include in your ROI calculations?

It is all about calculating back revenues via attribution. In brief, I measure both direct & indirect. E.g. for indirect would be the increase % in CTR from ads & increase % conversions.

At the end of the day company owners & boards will want to see revenues as their guide, so this is what I provide.

Obviously there are a number of factors on the way – but bottom line is what it is.

Q3 How to take into account secondary / indirect results of content marketing (things like brand awareness and loyalty)?

This is great question with lots of parts. I always look for % increases on CTR & conversions from ads as a good guide, plus direct traffic & brand searches

From social media we see increases in non-solicited followers & engagement, plus mentions. Obviously, I am also looking at SERP results for brand, industry & targeted keywords / topics.

One thing I also check is direct contacts via phone & email, plus increases in enquiries on topics covered in the content.

Q4 How to monitor your content performance?

For individual pieces, obviously first I look at reach and read. How many saw it, how many read it, for how long.

Then, I look at attribution of the readers to see where they came across the article.

Then the behavior after reading – did the reader read other articles (related or not), other website pages in general, whether they reached a commercial page (e.g. contact form or cart).

When you sit with a client on SEO not all the single parts are measured with the client, but the overall effect on SERP and ultimately results & revenue. Content should be presented the same – overall content effects on revenues. But you need to measure everything.

Before answering Q5 – overall, the most important way to show effect to always have a baseline including the currents ads CTR, conversion rates and traffic sources. This should be the guide to showing effects and ROI to clients…

Q5 What are your favorite content marketing and analytics tools?

I hate myself for saying this but Google Analytics & Console are #1 on the list – I especially like the behavioral flows.

Internal CRM is next on the list – both CRM and Google make up the vast majority of the data I need.

Outside these I use BuzzSumo (extremely handy tool for content in general – including planning), AHREFs a bit & Buffer analytics on social media.

I use others from time to time – like Mangools recently – but most of the tools outside Google are extrapolations so a little less accurate.

I also ask & listen – so I will often get feedback at expos, or in meetings or via contacts. I also ask clients of the service or product what they think.

I love data, but we should be aware & clear headed. I once wrote an article proving that statistically the crop of potatoes in Belgium effects the price of the US$. Don’t have preconceived ideas – otherwise your action items may become skewed.


You cannot improve what you are not measuring, there’s no denying that. Before you attempt to increase your ROI, you need a well-defined conversion optimization strategy.

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