How to Measure Content Marketing?

People can come to your website anywhere on this like intent spectrum from 0% intent where you have never heard of you. They just need to be tipped over the edge. There's someone that said that 90%, maybe that first article from Wistia, that is enough to actually get them to convert because they were just looking for a little bit of extra social proof. But it's so confusing to measure these kind of things.