What are the key content performance metrics identified in the Altimeter Group's 2021 State of Digital Content report?

According to the Altimeter Group's 2021 report, the five key content performance metrics are: engagement (36% of respondents), efficiency, inbound traffic, conversion, and reach. Engagement measures how content resonates with audiences, while efficiency demonstrates ROI through cost savings such as decreased call center contacts. Inbound metrics track website analytics like time spent and referring URLs. Michael Brito suggests mapping these metrics to the buyer's journey framework rather than viewing them in isolation. This approach makes measurement more actionable by showing where content strategy adjustments are needed throughout the customer journey, allowing marketers to better understand performance and make targeted improvements to different content types and storytelling techniques.