Your Content Report Is Putting People to Sleep
Twenty slides of charts. Graphs that go up and to the right (hopefully). Metrics nobody asked for. No clear takeaway.
That's not a report. That's a sedative.
Here's how to report content results so people actually pay attention -- and keep funding your work.
The One-Page Content Report
Lead with the number that matters most. Revenue attributed to content. Pipeline generated. Leads captured. Whatever your stakeholders care about.
Show the trend. Is it growing? By how much? Month-over-month and year-over-year.
Highlight wins. Top 3 pieces of content this month by impact. What made them work?
Flag risks. Declining content, competitive threats, resource gaps. Be honest.
State next steps. What are you doing next month and why?
One page. Five sections. Five minutes to present.
What to Leave Out
Page view totals (unless someone asked). Social media impressions. Detailed keyword rankings for every post. Anything that requires explanation without context.
The Cadence
Monthly report for the team. Quarterly report for leadership. Annual report for strategy review.
The Secret
Tie everything to business outcomes. Traffic means nothing to your CEO. Revenue means everything.
"Content drove 47 qualified leads this month, contributing to $85,000 in pipeline."
That gets attention. That gets budget. For more on framing these conversations, see how to prove SEO ROI.
Build your reports from Google Analytics data that connects content directly to business outcomes.
Make sure the content driving those results is optimized. SEO Checkup -- 113 tasks, free, 30 seconds.