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This piece makes the exact shift you are asking about: from "did people read it" to "did it drive business results". It argues that a post with 50,000 pageviews and zero pipeline is a vanity asset, while one with 500 pageviews that keeps showing up before high-value signups is a real driver. Use it to decide which few metrics you will actually judge your content by.
Content Marketing Metrics: Measuring Content That Drives Pipeline
From Kissmetrics by Kissmetrics Editorial
- Traffic and pipeline are not the same thing, the content that pulls the most visitors is often not the content that closes deals, so ranking pages by pageviews will mislead you.
- The metrics worth tracking are conversion rate, leads generated, and content-influenced revenue, tie each piece to a next action a reader takes.
- Judge content over the buyer journey, not a single visit, because the best posts often assist a conversion weeks later rather than convert on the spot.
