KPIMarketing

Content-Attributed Leads

Number of MQLs generated directly through content downloads, gated assets, or content interactions

What is Content-Attributed Leads?

Content-attributed leads is the number of leads that can be traced back to a content asset, such as an article, guide or webinar, as their first or last point of contact. It shows how much of lead generation content is responsible for.

It connects content marketing to pipeline. Without it, content is judged on traffic and shares, which say little about whether it produces business.

How this KPI is measured

Function: Marketing
Sub-function: Content Marketing
Industry: All Industries
Type: Leading
Impact: Revenue
Unit: #
Measurement frequency: Monthly / Quarterly
Formula: Count of leads with a content asset as first or last touch attribution

How to calculate it

Count the leads whose recorded first touch or last touch was a content asset, over the period.

For example, if 900 leads were generated in a month and 270 of them first arrived through a guide, article or webinar, content-attributed leads is 270, which is 30% of all leads.

Choose whether to use first-touch, last-touch or another rule, and apply it consistently. First touch shows which content starts relationships, and last touch shows which content closes the step to becoming a lead.

Where it is used

Proving the value of content
Show that content creates leads, not just traffic.
Deciding what to create
Find the topics and formats that generate the most leads and produce more of them.
Allocating budget
Compare the cost of content with the leads it produces against other lead sources.

How to improve it

Connect content to lead captureMake sure each asset has a route to a form, so interest can be recorded.
Record the source of each leadUse tracking so a lead's first and last content touch are stored.
Gate or prompt selectivelyOffer valuable material in return for details where it fits, and keep other content open.
Promote the best performersPut extra distribution behind the assets that produce the most leads.
Judge quality as well as countCheck how many content leads become qualified and win, not only how many arrive.

Tips and common mistakes

Content often influences leads without being the first or last touch, so attribution can understate its real effect.
Do not gate everything. Open content builds the audience that gated content converts.
Follow leads through to revenue before deciding which content is best.

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