To determine how well your content marketing is working, you need to start with a baseline. To start, take a look at your current website analytics. Document how much traffic you have gotten over the last 3, 6, or 12 months. Document which content has received the most views and longest engagements. Document how many leads you have generated from your website and what has happened to those leads since they came in. From there, you can start to set your goals for the next 3, 6, and 12 months accordingly. After you launch your content marketing program, track your performance each month. Key metrics to examine include: Number of visitors Number of contacts Number of leads Lead qualification scores Lead activity Lead-to-customer conversions Value of conversions The number of leads you generate is an important metric, but not the only metric to monitor. It’s important to track lead activity through the buying journey and to start scoring your leads based on repeat engagement. That way, you can evaluate not only the number of leads you’re getting but also the quality of the leads you’re getting. Using content marketing and lead nurturing campaigns helps you qualify your leads over time so that by the time they are ready to talk to sales, they are primed for conversion. Content marketing is a long game. Clients often experience incremental growth at the beginning and then see the results grow exponentially as more valuable content is added each month. Tracking the number, quality, and value of leads will help you evaluate how well your content marketing efforts are working — and if you aren’t getting the results you want, you’ll have useful insights that help you quickly and efficiently course correct.