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ContentAnalytics5 min read
Measuring content that doesn't convert directly
Not every piece should be judged by leads. Holding top-of-funnel content to bottom-of-funnel metrics kills your best work.
There's pressure to tie every piece of content to revenue. For some content that's fair. For the pieces that build awareness and authority, demanding direct conversions is the fastest way to kill the work that actually compounds.
Different jobs, different metrics
An educational article that introduces someone to your space is doing a different job than a comparison page someone reads before buying. Judging the first by sign-ups is like judging a billboard by the coupons returned. You measure the job it was built to do.
What to actually track
- Reach and rankings for awareness pieces — are you being found?
- Engagement and return visits — is it building a relationship?
- Assisted conversions — did it touch deals that later closed?
- Topical coverage — is the cluster getting more complete and authoritative?
Hold every article to a lead target and you'll only ever write the boring ones at the bottom of the funnel.