Measure leads from your content

1. Decide how frequently your team will analyze your performance metrics and optimize your content strategy.

A good starting point is to conduct monthly strategy meetings with your marketing team and plan to analyze and optimize your content.  Adjust the frequency of your content strategy meetings over time to better fit your business’ specific needs. Avoid holding these meetings any more often than once per month to allow enough time for important patterns to develop in your analytics data.

2. Define the most valuable metrics to track the number of leads being generated from your content, depending on the types of content and lead magnets your business is using.

A few valuable performance metrics to track your lead generation include: Form completions Free offers downloaded Email subscriptions Conversion rate.

3. Set a specific, measurable, attainable, relevant, and timely goal for your content's lead generation.

For example, Generate 50 new qualified leads from our blog content this month.

4. Create a spreadsheet to track your identified metrics for each piece of content at the frequency your team established.

Consider creating this spreadsheet on a shareable cloud-based platform like Google Sheets to allow easier collaboration between you and your team.

5. Starting in the second column of the spreadsheet, add column headers for each analysis period in a year and a final YTD header.

For example, each month in the year if you’ll be reviewing monthly.

6. Add row headers in the first column for each piece of content, and include a subheading for each performance metric you're tracking in successive cells under your content title.

For example, you might add Example Content Title in A2, Email Subscriptions in A3, Free Offers Downloaded in A4, and Conversions in A5. Consider setting your content title headings as left-justified and your metrics subheadings as right-justified to improve the readability of your spreadsheet.

7. Gather data from your analytics platforms and populate each of the metrics fields on your spreadsheet.

Depending on the tools your business uses to analyze data, you might be pulling insights from a platform like Google Analytics, a social media management tool like Hootsuite, built-in page insights from social media platforms, or an email marketing software like Constant Contact.

8. Analyze your content's performance metrics over time and compare each to the benchmark you started with to determine whether each piece of content is underperforming, on target, or high performing.

To continue with the example of generating 50 new qualified leads from blog content within a month, you could take the target number and divide it by the number of blog posts you published during the month you’re tracking. If you posted 5 new blog entries, each post should generate 10 new leads to stay on target to reach your goal of 50 new leads.

9. Adjust and optimize underperforming content to increase lead generation over time.

Once you identify underperforming content, you and your team can dive deeper into why that might be. From here, conduct a content audit to analyze reasons that certain pieces of content are not converting to new leads, such as the topic being mismatched for the target audience’s position in their buyer’s journey or a poorly formatted lead magnet form. Take action to adjust those concerns and track the content’s success again during your next strategy meeting.