How to Conduct a Blog Lead Generation Analysis to Skyrocket Growth in 2024

Blogging has long been a pillar of digital content marketing – and for good reason. Companies that blog generate 67% more leads than those that don‘t, according to HubSpot. And blogs are the #1 content type for generating high-quality, high-intent leads, converting at a rate 2-3x higher than other marketing channels.

But simply having a blog isn‘t enough. To harness its full lead gen potential, you need a data-driven approach to consistently creating the right content for the right audience. That‘s where a blog lead generation analysis comes in.

In this comprehensive guide, we‘ll walk through how to analyze your blog performance data to extract actionable insights you can use to systematically boost traffic, engagement, and conversions. Plus, we‘ll share proven tactics and tools to optimize your blog for maximum lead generation in 2024 and beyond.

Why Every Business Needs to Analyze Blog Lead Gen

First, let‘s look at some eye-opening stats that underscore why regularly auditing your blog‘s lead gen efficacy is so crucial:

  • Marketers that measure their content performance are 12x more likely to generate a positive ROI than those that don‘t. (Aberdeen Group)
  • 43% of B2B marketers say generating more leads is their top content marketing goal. (Content Marketing Institute)
  • Companies that published 16+ blog posts per month got 3.5X more traffic and 4.5X more leads than companies that published 0-4 monthly posts. (HubSpot)
  • 30% of marketers don‘t know their blog‘s conversion rate and 41% don‘t know how their blog drives sales pipeline. (Contently)

Simply put, if you‘re not regularly tracking and analyzing your blog‘s ability to attract, engage and convert readers, you‘re flying blind. You‘re creating content without knowing what truly resonates or moves the needle.

But by keeping a pulse on key blog metrics, you can:

  • Prove the concrete value and ROI your blog delivers to the business
  • Identify your highest-performing topics, formats, offers and tactics to double down on
  • Quickly spot and fix underperforming posts and strategies
  • Uncover new opportunities to better serve your audience and drive conversions
  • Make data-informed decisions about your content calendar and promotion channels
  • Set realistic blog lead gen goals and benchmark your progress over time

The bottom line? Ongoing analysis is the key to shifting from just producing blog content to strategically generating blog content that predictably brings in leads and grows your business.

The Key Metrics to Analyze Blog Lead Generation

To get a 360-degree view of your blog‘s lead gen performance, you need to look at metrics that span the entire reader journey – from initial discovery to eventual conversion.

Here are the key blog metrics to track and analyze:

Traffic Metrics

  • Page views: Total number of times your blog posts are viewed
  • Unique visitors: Total number of unique people who visit your blog
  • Traffic sources: Breakdown of where blog traffic originates from (organic search, social media, email, paid ads, referral links, direct, etc.)
  • Mobile traffic: Percentage of blog traffic coming from mobile devices

Engagement Metrics

  • Average time on page: How long visitors spend actively engaging with a blog post
  • Average scroll depth: How far down the page visitors scroll on average
  • Bounce rate: Percentage of visitors who leave after viewing only one page
  • Comments: Total comments left on a post (if enabled)
  • Social shares: Number of times a post is shared on social media

Lead Generation Metrics

  • Total leads: Number of leads generated by the blog overall and each individual post
  • Lead conversion rate: Percentage of blog visitors that convert into leads
  • Leads by source: Breakdown of where blog leads come from (which posts, traffic sources, CTAs, or offers drove the conversion)
  • New vs. returning leads: Percentage of leads from first-time vs. repeat visitors

Sales & Revenue Metrics

  • Lead-to-customer conversion rate: Percentage of blog leads that eventually become customers
  • Average lead value: Average amount of revenue generated per blog lead
  • Total revenue influenced: Total revenue generated from customers that interacted with the blog at some point in their buyer‘s journey

To illustrate, here‘s an example of what a blog lead generation dashboard tracking these metrics might look like:

Metric Q1 2023 Q2 2023 Q3 2023 Q4 2023
Total page views 100,000 125,000 150,000 200,000
Unique visitors 75,000 90,000 100,000 125,000
Organic search traffic % 60% 65% 70% 75%
Avg. time on page 3:45 4:10 4:30 5:15
Bounce rate 65% 60% 58% 55%
Total leads 2,000 3,000 4,000 5,000
Lead conversion rate 2% 2.4% 2.67% 2.5%
Revenue influenced $80,000 $150,000 $225,000 $300,000

Source: Google Analytics, HubSpot

To get this data, you need the right tracking setup. Google Analytics can cover your traffic and engagement metrics. But to tie blog engagement to actual lead conversions and revenue, you‘ll likely need a combination of Google Analytics plus a marketing automation platform (HubSpot, Marketo, Pardot, etc.) and/or a dedicated lead attribution tool (Bizible, CallRail, Ruler Analytics).

The specific tools will depend on your marketing tech stack. The key is having a system to track the entire journey from initial blog visit to conversion to revenue. Once you have the data, you can move on to actually analyzing it.

Your 5-Step Blog Lead Generation Analysis Process

1. Review overall blog health metrics

Start your analysis by looking at the 30,000-foot view metrics that indicate your blog‘s overall reach and resonance:

  • Has overall blog traffic and leads grown quarter-over-quarter and year-over-year?
  • How does organic search traffic compare to other sources? Rising organic traffic suggests your posts are ranking well and bringing in high-intent visitors.
  • Are total leads growing faster than traffic? This could indicate your conversion tactics are getting more effective.
  • Is your blog audience spending more time on page and viewing more pages per visit over time? Steady increases show your content is becoming stickier.

Refer back to the metrics dashboard example above to see how you might track this data over time. Charting metrics in a spreadsheet can also help you visualize trends.

2. Pinpoint your best and worst-converting posts

Next, zero in on the posts and offers that are converting visitors into leads at the highest and lowest rates. Look for common themes in top converting posts and offers:

  • Topics and target keywords
  • Content length and type (how-tos, checklists, roundups, etc.)
  • Promotion channels and traffic sources
  • On-page conversion elements (callouts, pop-ups, inline forms, etc.)
  • Lead magnet type (ebook, template, course, etc.)

To find posts that are ripe for conversion optimization, look for middling performers that have solid traffic levels but lower-than-average conversion rates. Bumping up their conversion rates even slightly could make a meaningful difference in total leads.

3. Evaluate on-page engagement patterns

Go beyond traffic and conversion totals to analyze how visitors interact with each post. Use a heatmapping tool like Hotjar or Crazy Egg to visualize actual click and scroll behavior. For key posts, note:

  • How far are readers scrolling down the page? Do most get to the end where your CTAs are?
  • Which links, images and page sections are getting the most clicks and engagement?
  • Where are people dropping off the page?

Based on this insight, test tweaks like rearranging key elements, adding mid-post CTAs, and breaking up long paragraphs to boost engagement and conversions.

4. Assess your blog lead quality

Getting more leads is great, but quality matters just as much as quantity. Go beyond the basic lead totals to dig into:

  • What percentage of blog leads fit your target persona criteria (role, industry, company size, revenue, etc.)?
  • Which types of offers, posts and traffic sources generate the highest quality leads?
  • How many touches or interactions with blog content do leads typically have before becoming an MQL (marketing qualified lead) or SQL (sales qualified lead)?
  • What is the average lead-to-customer conversion rate and revenue per lead?

You may find certain posts and offers bring in more leads, but another group actually bring in better leads that are more likely to become revenue. Adjust your editorial calendar and promotion to favor the highest-ROI topics and tactics.

5. Look for optimization opportunities

Finally, look for low-hanging fruit opportunities to quickly boost blog conversions and lead flow:

  • Add relevant content upgrades to popular but low-converting posts
  • Refresh and republish old posts with updated CTAs and offers
  • Create topic clusters around your best converting posts to boost their organic rankings
  • Gate high-value content behind pop-ups and exit intent forms in high-traffic posts
  • A/B test headline and CTA copy tweaks on key posts to lift engagement
  • Add post-specific retargeting campaigns to bring back engaged visitors

Equipped with these how-to steps, analysis tools, and optimization ideas, you‘re ready to extract meaningful, actionable lead gen insights from your blog data.

The key is to analyze regularly — at least monthly or quarterly — not just once. Blog lead gen analysis isn‘t a one-and-done tactic. It‘s an ongoing, iterative process of testing, measuring, and improving. The most successful blogs are the ones that have a system for turning data into action, insights into experiments, and analysis into growth.

A Tool & Tactic Toolbox for Blog Lead Gen Analysis

To recap and give you even more help implementing your analysis, here‘s a toolbox full of helpful software, sites, and tactics to try:

Tracking & Analytics Tools

  • Google Analytics
  • HubSpot
  • Marketo
  • Bizible
  • CallRail
  • Ruler Analytics
  • Hotjar

SEO & Content Research Tools

  • Ahrefs
  • SEMrush
  • BuzzSumo
  • Answer the Public
  • Twinword Ideas

Conversion Optimization Tools

  • Unbounce
  • Optimizely
  • Google Optimize
  • VWO
  • Leadfeeder

Lead Enrichment & Scoring Tools

  • Clearbit
  • LeadGenius
  • Infer
  • Lattice Engines
  • Datanyze

Content Creation & Publishing Tools

  • WordPress
  • Ghost
  • Adobe Experience Manager
  • ion interactive
  • Uberflip

Blog Promotion & Distribution Tools

  • Hootsuite
  • Sprout Social
  • BuzzStream
  • Pitchbox
  • Quuu Promote
  • Outbrain

When wielded strategically, this stack of solutions can take your blog lead gen analysis and optimization to the next level in 2024.

Accelerate Your Blog Lead Gen in 2024 & Beyond

So now you have the data, insights, tools, and tactics to analyze and optimize your blog for lead generation. But before we wrap up, let‘s zoom out and look at some big picture blog trends to leverage in the coming years. Here are four forward-looking ways to accelerate your blog lead gen in 2024 and beyond:

1. Level-up your content experiences

Static text-based blog posts won‘t cut it with increasingly digitally-savvy audiences. To truly immerse readers, bring your posts to life with eye-catching visuals, engaging video, and interactive elements. Interactive calculators, quizzes, assessments and web apps can pull readers in while naturally teeing up lead capture.

2. Experiment with AI-powered content

Artificial intelligence tools like GPT-3 can help you generate high-quality blog post drafts in a fraction of the time. While human writers and editors should still guide strategy and put the finishing touches on posts, AI assistance can dramatically scale your content production and free up time for promotion and optimization. Just be transparent about your use of AI and carefully fact-check and review any machine-generated text.

3. Double down on data-driven posts

As data becomes more accessible, marketers should lean in. Publishing original research, surveys, and data analyses is a powerful way to earn backlinks and establish thought leadership. Bonus points for going beyond the typical "state of" reports to uncover surprising, counterintuitive insights readers can‘t find elsewhere.

4. Build topical authority with content hubs

In the wake of Google‘s "Helpful Content" algorithm update, demonstrating your blog‘s depth of topical knowledge is critical for search rankings (and establishing reader trust). Rather than one-off posts, organize content into interconnected topic clusters or "hubs." Each hub should cover a core topic in-depth from every angle, internally link between related subtopic posts, and lead to a centralized conversion point.

By riding these rising content tides, while maintaining the evergreen principles of quality, consistency, and a laser focus on serving your audience, your blog will be well-positioned to drive leads for years to come.

Fuel Your Growth Engine With Smarter Blog Content

Blogging is a marathon, not a sprint. Even armed with all the data, tools, and tactics, it takes consistent effort to see real results. But with a system for regularly analyzing what‘s working, what‘s not, and how to improve, you can steadily turn your blog into an unstoppable lead generation engine.

So crank up the content machine. Experiment with new topics and tactics. And keep analyzing, optimizing, and expanding your impact. Because in the battle for audience attention and lead generation, it‘s the consistent, strategic, data-driven blogs that will win out and fuel real business growth in 2024 and beyond.