What high-performing content teams do differently

You can point to the work: content published, campaigns launched, and metrics reported. For a long time, that’s been enough. But when the question shifts to what’s actually driving revenue, the answer gets harder to defend. That’s where teams get stuck.

While 75% of teams rely on engagement metrics to evaluate content performance, only 54% can connect it to pipeline.

Drawing on new research from the “Content and Website Performance Benchmarks” report, Anne Kubacki (Director of Content Marketing, Contentful) and Omar Akhtar (Founder and Principal Analyst, Benchmarker) explore why strong output no longer guarantees results — and how to rethink distribution, measurement, and conversion.