Content Marketing ROI

CFOs hate "brand awareness" because you can't deposit it. You need to show how content leads to revenue.

Attribution Models

• First Touch: Gives credit to the content that introduced the user to your brand.
• Last Touch: Credits the content they viewed right before converting.
• Linear: Splits credit across all touchpoints.

Setting Up GA4 for Content

1. Create a "Lead Generated" event.
2. Use UTM parameters for social shares.
3. Look at the "Reverse Goal Path" to see which articles appeared in conversion journeys.

The Payoff

Evergreen content compounds. An article written today can generate leads for 5 years with zero additional ad spend.