1. Why ROI Is Hard to Measure for Outsourced Content

Content contributes indirectly to outcomes, making attribution complex. Common challenges include:

• Multiple teams influencing performance

• Long timeframes between creation and impact

• Over-reliance on surface-level metrics

• Lack of baseline benchmarks

Without clarity, ROI discussions become subjective.

2. Start With the Right Objective

ROI measurement improves when content is tied to a clear role. Before outsourcing, define whether the content supports:

• Brand positioning and visibility

• Demand generation or lead nurturing

• Sales enablement and stakeholder education

• Internal alignment or communications

Each objective requires different success measures.

3. Move Beyond Output Metrics

Volume alone does not indicate value. Shift focus from:

• Number of assets produced
  to

• Contribution to business priorities

• Consistency and reuse across teams

• Reduction in internal effort

This reframes ROI as impact, not activity.

4. Practical ROI Indicators Corporations Can Track

Effective organisations combine performance and efficiency metrics. Examples include:

• Time saved by internal teams

• Improvement in content turnaround times

• Increased consistency across channels

• Support provided to sales or regional teams

These indicators capture both tangible and operational returns.

5. Comparing Outsourced vs In-House Value

ROI is clearer when outsourcing is compared to internal alternatives.

Consider:

• Cost of internal headcount and tools

• Opportunity cost of internal teams’ time

• Speed to execution and scalability

Outsourcing often delivers higher ROI when flexibility and speed matter.

6. Creating a Sustainable ROI Review Process

ROI should be reviewed periodically, not after the fact. 

Best practices include:

• Quarterly reviews against agreed objectives

• Shared dashboards with limited, relevant metrics

• Clear decisions on what to continue, adjust, or stop

This keeps outsourced content aligned with evolving needs.