Expose the Ghosts Reading Your Content and Prove It’s Working

Vector Team

Your content is working harder than you think but if you’re not tracking who’s actually reading it, you’ll never know.

This playbook helps you surface the “ghosts” engaging with your marketing content across the funnel so you can report on influenced pipeline, prove ROI, and finally show how content supports revenue.

The Vector Way:

Most content attribution relies on form fills or UTMs and misses the majority of engagement.

Vector flips that.

By tracking known contact-level engagement on ungated assets (blogs, case studies, guides, etc.), you can see who’s consuming your content, how often, and at what stage in their journey—without needing a conversion event.

This play is about visibility and validation not action.

When to use this play:

Use when:

You want to quantify the impact of your content on pipeline
You need visibility into which contacts are engaging with which assets
You want to build a list of influenced accounts or contacts for attribution
You need to support a content or brand marketing program with real data

Goal

Track and report on mid- to late-funnel content engagement to prove marketing influence on revenue.

Objectives

Build a list of contacts who engage with content across lifecycle stages
Measure the influence of marketing assets on pipeline creation
Justify continued investment in content strategy
Share visibility with sales, revops, and leadership

Use case

You’ve created strong blog posts, case studies, and solution guides but without form fills, it’s hard to show what they’re doing.

You need to create real-time reports showing exactly who is engaging, what they’re reading, and how it connects to deals in motion.

Play type: Attribution | Reporting | Content ROI Estimated time to execute: 30–45 minutes setup + live reporting

How it works:

Step 1: Identify key marketing content
Choose the blog posts, case studies, guides, or landing pages that represent the bulk of your content program. These are the assets you’ll monitor.

Step 2: Track contact-level engagement
Vector detects which known contacts are reading your content, how often, and how deeply (pageviews, scroll depth, session length). No forms needed.

Step 3: Build your “Content Engaged” segment
Create a dynamic segment of all contacts who have interacted with content assets. You can filter by asset type, account, title, or lifecycle stage.

Step 4: Map content to lifecycle and pipeline
Use Vector to overlay content activity with your lifecycle stages. See where content is influencing movement—from problem-aware to consideration to evaluation.

Step 5: Report on influence + share visibility
Build a report that shows:

Who is engaging
What they’re consuming
Which deals they’re part of
Which content types drive the most engagement

Share it with sales, revops, and leadership to support content planning and revenue conversations.

What to watch out for:

Keep segments tightly defined—intent alone isn’t always enough
Refresh ad creative regularly to avoid ad fatigue
Use UTMs and tagging to measure on-site behavior after ad click

Wrap up: make the invisible visible and valuable

Just because someone didn’t fill out a form doesn’t mean they didn’t engage.

With Vector, you can shine a light on the “ghosts” consuming your content and connect the dots between your content strategy and real pipeline. This play gives marketers the data they need to show the value they’ve always delivered now with receipts.

No guesswork. Just proof.

Example H2