Client just signed with HubSpot...what content metrics and best practices should we focus on?

[MeganWilliams]

Hi!

I'm onboarding a client launching a new content marketing program. They've also recently starting using HubSpot for CRM and sales functionality. One of our primary goals is getting the most important content KPIs and reports up and running to prove the value of content investment. Does anyone know of any resources that would be a good starting point for a new user? Thanks!

[karstenkoehler · Accepted solution]

Hi @MeganWilliams,

Could you share more context and details? Which products or services is this client selling, is it B2B or B2C, who is the persona / target group etc?

Best regards 

[karstenkoehler · Accepted solution]

Hi @MeganWilliams,

Could you share more context and details? Which products or services is this client selling, is it B2B or B2C, who is the persona / target group etc?

Best regards 

[MeganWilliams]

Hi Karsten...Yep! These is a patient engagement solution in B2B enterprise healthcare targeting data titles including chief data officer, chief analytics officer down the the VP level. 

[karstenkoehler · Accepted solution]

Hi @MeganWilliams,

Thank you for specifying! First of all, to get more comfortable with report creation, I'd recommend these resources:

• https://academy.hubspot.com/courses/hubspot-reporting
• https://knowledge.hubspot.com/reports/create-reports-with-the-custom-report-builder
• https://knowledge.hubspot.com/reports/use-marketing-reports-in-the-marketing-analytics-suite

As far as KPIs go, here's what I would focus on:

• Top‑of‑funnel engagement

  • Blog sessions, page views, average time on page, bounce rate

  • CTA click‑through rates on content offers

• Lead generation & qualification

  • Number of content‑generated leads (form fills, ebook downloads)

  • MQL conversion rate by content type

• Pipeline & revenue influence

  • Deals created where the first touch was a content asset

  • Multi‑touch revenue attribution: how much pipeline each content piece influenced

• Content velocity & efficiency

  • Production cycle time (ideation → publish)

  • Cost per content asset vs. leads/revenue generated

Not all of this is covered by HubSpot's default reports, most are fairly straightforward to create, I'd say. Have a look and let me know if/where you're getting stuck.

Best regards!

[MeganWilliams]

Thank you, @karstenkoehler ! I'll be working this into my planning.