If you’re need a sense of how much ROI you’re getting on the writing and editing activities in your company, ask these simple questions:

Does the content communicate how we see the world? What impact does it make if other people also buy into our perspective?

Does the content add leverage to a launch moment? Can it amplify attention? Does it turn people’s attention into intent to subscribe to our mailing list or sign up for our product?

Does it help add value to customers? Does this unblock some of the value stuck in our minds? Does this communicate insight that was previously internal and help us build trust with customers? (You might not be able to outspend a competitor, you certainly can outreach them.)

Does the content help with self-promotion, which makes the team luckier? (Keeping in mind, “When self-promotion is done right, it never looks like self-promotion.” Here’s an example.)

Case studies—did we send them in our investor updates? Do we hear in sales conversations that prospects mention them? Can we infer how these case studies nudged our customers closer to buying?

Email marketing—did we reach important referrers and prospective clients with key messages? Are they enabled to refer new business to us?

Does this start a conversation with a strategic partner or account stakeholder?

Does it help contribute to a halo effect that you want to create for your brand? (Younger readers may describe this as a company’s aura.)

P.S., Here’s a useful suggestion on updating the mental model of the marketing funnel, and instead considering marketing as an ecosystem. Consider world building.