Today content marketing success is measured by clicks and downloads and leads, i.e macro level data. However, not all downloads and leads are equal. As more and more content is being produced, it is getting harder to measure the ROI of content marketing.
Content downloads indicate an interest in reading the content, but don’t offer information on the intent to engage. Hence, content leads aren’t sales qualified leads. There is no way to differentiate between visitors who were highly engaged with the content (after a download) versus those never read or partially read the content.
Why do it?
Besides knowing the number of visits and downloads, to really identify high performance content, engagement metrics such as attention spans and content completion rates of different content types would help identify what type of content is working well for your target audience.