I remember many late nights at work trying to figure out how to show which individual articles on our website were working. By “working,” I mean generating quality new leads and engaging our already existing leads. My company challenged me to show ROI for our content marketing program.
We had the basic metrics down but they only tell a part of the story. We wanted to dig deeper to truly understand which content was resonating with our leads. After hours of time spent combing through leads manually to find which article(s) contributed to their conversion, I knew there had to be a better way to pull this compelling data.