9 February 2021

Content Marketing to Increase Brand Awareness—And How to Measure ROI

You know that excellent B2B SaaS content drives brand awareness and revenue, but can you prove it? Show your boss that you understand how to create content marketing to increase brand awareness by tracking 6 key metrics—and check out the brand awareness ROI measurement framework we use with our customers.

Need a hand writing your B2B SaaS marketing content? Check out our content writing services.

Content Marketing to Increase Brand Awareness—And How to Measure ROI (Transcript)

Hi SaaS marketers! Emily Amos here from Uplift Content.

You already know it’s easy to figure out the ROI of a long-form sales page. But if you’ve ever struggled to show how you use content marketing to increase brand awareness, you’re not alone. However, 89% of marketers report brand awareness as their top goal, so it’s worth figuring this out. 

After all, your customers need to know that your SaaS company exists before they can buy your products or services. Creating content full of rich stories is an essential part of driving brand awareness. At the end of the day, though, you need to be able to prove brand awareness ROI. Let’s debunk the process.

For a sales page, you can calculate the costs to produce the copy and track how many sales you made as a result. Insert the ROI formula and Bob’s your uncle.

Proving how you use B2B SaaS content marketing to increase brand awareness is trickier, but it’s worth mastering. After all, brand awareness ROI is probably a key objective of your content marketing strategy. You know as well as I do that excellent content that highlights your company’s expertise drives revenue. Now, you just need to demonstrate your results!

Use content marketing to increase brand awareness

Less than 50% of marketers track branding-related metrics, so this is an area where you can really shine. But, how do you figure out how a piece of content created to drive brand awareness actually contributed to your SaaS company’s bottom line?

The key to measuring brand awareness ROI is illustrating the number of potential customers who were exposed to your brand, or talking about it, thanks to a piece of content you created. With this in mind, here are 6 key metrics you can track to show how you use content marketing to increase brand awareness:

  • direct traffic to your website
  • earned media hits
  • external links to your website
  • blog shares
  • social media engagement
  • search volume

How to prove brand awareness ROI

Your next step is to put the data to work. Use your favourite analytics tool to create goals, and track conversions and opportunities that resulted from your website’s direct traffic.

Next, set up and track goals for your referral traffic to determine the effectiveness of your earned media hits and external links.

Finally, use a social attribution platform to track how your social engagement drives conversions. As a B2B SaaS marketer, you likely spend a lot of time on LinkedIn. A solid engagement rate on the social network is 2%—and if you reach 6%, you’re doing great.

How we track content marketing to increase for brand awareness at Uplift Content

Our measurement framework has a section specific to brand awareness ROI. Here’s what it looks like:

We’ve broken down our goal of increasing brand awareness into 3 KPIs:

  • organic search
  • social media
  • referrals

For each KPI, we track a series of content marketing metrics. Here are a few examples:

For organic search, we measure the number of organic search sessions, lead gen from organic search, non-branded keyword clicks and click-through rate per page.

For social media, we measure the number of social sessions, lead gen from social and number of shares.

For referrals, we measure referral sessions, lead gen from referrals and the number of inbound links. 

Every three months, we analyze this data to see what changes we need to make to improve our efforts creating content marketing to increase brand awareness.

Boost the performance of your content

You know that your content needs to perform so you can meet your goals, but what exactly should you optimize? Download our Content Optimization Checklist to find out.

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Emily Amos, founder of Uplift Content
Emily Amos

As the founder of Uplift Content, Emily leads teams in creating done-for-you case studies, ebooks and blog posts for high-growth SaaS companies. Check out her bio.

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