CEOs live by the bottom line, so marketers need to show how their content directly impacts lead generation and the resulting revenue. Find out how to measure your content marketing ROI more easily ...

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Call tracking software enables you to assign a unique, trackable phone number to each individual piece of content you publish. You would then use the software to designate a sales contact for calls that come in from each number — i.e., you can send them to your regular sales line or main business line, to a specific sales agent or group of agents, etc.

When a call comes in, the software tracks it back to the specific piece of content it originated from. With this behind-the-scenes process, your sales and marketing teams receive additional insight on your prospects’ needs and interests, yet the additional layer of information doesn’t impact or overburden the callers themselves — from their standpoint, the process remains the same as any other sales inquiry they might make.

The call tracking tools can then be used to compile a report on the calls each piece of content generates. And like other marketing automation tools, call tracking data can be integrated into your CRM system, helping your team to follow each phone lead from the point of entry right through the rest of the sales cycle.