The Scenario
A B2B SaaS company spends R200K/month on content marketing (writers, designers, tools). The CFO asks: "What are we getting for this money?" The content team can only show traffic numbers. The CFO wants pipeline attribution.
The Brief
Build a content ROI framework that connects content production to business outcomes. Move beyond traffic metrics to pipeline contribution, influenced revenue, and cost-per-lead by content type.
Deliverables
- A content attribution model: how you track a user from blog visit → lead → MQL → opportunity → closed deal
- KPIs by content type: blog (traffic, leads), case study (influence on deals), whitepaper (lead gen cost)
- A monthly content ROI report template showing investment vs return by content category
- One honest limitation of content attribution and how you work around it
Submission Guidance
Content rarely drives last-touch conversions. It influences. Show that you understand multi-touch attribution and its messiness.
Submit Your Work
Your submission is graded against the rubric on the right. If you pass, you get a public Badge URL you can share on LinkedIn. There is no draft save, so work offline first and paste your finished response here.