In this episode of The Engine Room, Laura Pearsall and Christine Clancy explore one of the most common questions in B2B marketing: how do you actually measure the ROI of content?  

Laura and Christine unpack why content should be measured through its influence rather than immediate lead generation, how trusted and authoritative content is becoming even more important in an AI-driven world, and what marketers should be tracking instead of vanity metrics.  

They also discuss the rise of answer engine optimisation (AEO), the role of AI tools like ChatGPT and Copilot in the buying journey, and why strong content is now a competitive necessity. 

If you've ever struggled to justify content investment or explain its value to management, this episode offers a practical framework for thinking about content ROI in a way that reflects how modern B2B buyers actually make decisions. 

What should we measure instead?   

  • Measure influence, not just leads  

  • Track trust and credibility signals  

  • Growth in returning audiences   

  • Higher engagement in trusted environments   

  • Increased brand search and recall   

 

  

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