🎯 Goal
A practical foundation to help you create content that genuinely engages buyers and clearly demonstrates the impact it has on your pipeline and revenue. This playbook is designed to guide you from first publish to measurable outcomes, showing what’s possible with Turtl without requiring you to use every feature from day one.
This diagram presents a high-level overview of the playbook, illustrating each step and the integrations supported along the way. The article then explores each step in more detail.
Step 0: Set up your account for success
If this is your first time using Turtl, take a few minutes to set up your account in a way that supports how you work and how you prove impact. This ensures your content is on-brand, your insights are connected, and you have clear visibility into what’s performing and why.
Brand Center: Define your colors, fonts, and logos once so every piece of content stays consistent. Use multiple Brand Themes to support different campaigns or audiences without extra effort.
Hatch AI Setup: Configure Hatch AI with your preferred tone, writing guidelines, and image models. This makes AI a reliable extension of your team, not a generic content generator.
CRM Integration: Connect your CRM or MAP to enrich your analytics with real buyer and account data, creating a clearer picture of who’s engaging and what’s influencing deals.
Revenue Analytics Integration: Enable the Revenue Analytics Dashboard so engagement data can be tied back to opportunities over time, helping you understand how content contributes to pipeline and revenue.
Once this is in place, every piece of content you create is easier to scale, measure, and optimize.
Additional Reading
Setting up your account for success
Step 1: Create content in Turtl
⚠️ AI features vary by plan
Turtl gives anyone the power to build interactive, on-brand content that's designed to capture attention. Turtl is designed to help you turn static assets into interactive experiences that readers want to explore, whatever your goal.
You don’t need design or technical expertise to get there. Turtl’s editor, templates, and AI support remove the usual bottlenecks so you can focus on the message, not the mechanics.
Common content types for Turtl include:
Guides
Reports
Brochures
Presentations
Product Guides
Proposals
Employee Handbooks
more
Step 1: Create content in Turtl
⚠️ Personalization Module access varies by plan
Once your content is live, you can make it work harder by tailoring the experience to each reader or capturing intent at the right moment. Personalization and lead capture help you move from broad engagement to meaningful signals without adding friction.
You don’t need to do everything at once. Start small, prove the value, then build from there as your confidence grows.
Common ways teams use these features include:
Lead Capture: Add forms directly into your content to collect contact details when readers show interest, not before. This keeps the experience smooth while improving lead quality.
Personalized Demand Generation / Lead Generation: Let readers tailor the content themselves using a short form. Even a couple of fields can significantly increase engagement by making the content feel more relevant.
Personalized ABM and Sales Enablement: Create tailored versions of content for specific accounts. Start with simple touches like the account name or logo, then expand as needed.
💡Pro Tip: If you’re new to personalization, keep it simple to understand the functionality without overwhelming yourself or your audience, while still enhancing relevance and interaction.
Additional Reading
Adding a lead capture form to content
Introduction to the Personalization Engine
Step 3: Share across channels
Once your content is ready, the goal is simple: reach the right audience and learn what actually works. How and where you share should reflect your campaign objective, whether that’s driving demand, supporting sales, or engaging specific accounts. Turtl removes friction at this stage by giving you everything you need to distribute confidently and measure impact from day one.
Teams typically use Turtl to:
Share across email, social, and paid channels using a single link, with built-in UTM support to track performance by channel
Support sales follow-up with links that show who engaged and how, not just whether they clicked
Launch faster with ready-made assets like GIFs and visuals that make promotion easier and more consistent
Distribution is more than just getting content out, it’s about creating clear engagement signals that feed into what you do next.
Additional Reading
Best practices for sharing Turtl content
Step 4. Learn about your audience
Now that your content is out in the world, the focus shifts to learning. Turtl helps you see how real people are interacting with your content so you can understand what’s resonating, what’s not, and where interest is starting to form. The exact makeup of your audience will depend on how you shared your content, whether you’re tracking readers and more. But broadly, you’ll see engagement across:
Unknown readers: Anonymous engagement that shows overall reach and content-level interest, useful for spotting early patterns and performance trends.
Known readers Identified individuals who’ve shared their details or accessed content via tracked links, giving you richer insight into intent and follow-up opportunities.
Accounts (coming soon) Companies who are engaging with content, helping teams understand account reach and depth without relying on individual form fills or tracking URLs.
This step is about context. Knowing who is engaging and how sets you up to make smarter optimization and revenue decisions next.
Additional Reading
How to identify Known Readers in Turtl Analytics
Step 5. Track Content Performance and Audience Behavior
⚠️ AI features vary by plan
With engagement data coming in, the focus shifts from observation to action. Turtl helps you understand not just how content is performing, but why, so you can double down on what works and fix what doesn’t.
Instead of guessing or relying on gut feel, you can use real audience behavior to guide your next move.
At this stage, teams typically use analytics to:
Identify strong and weak content See which Docs, chapters, or pages hold attention and which ones lose it, so you know where to invest time and where to simplify.
Understand depth of engagement Look beyond clicks to metrics like read time, completion, and interaction to gauge true interest.
Prioritize improvements with confidence Use Hatch AI to turn performance data into clear recommendations, helping you optimize structure, messaging, and flow.
This step is about momentum. Small, informed improvements here compound over time and set the foundation for proving impact later.
Key metrics to begin with:
Avg. Read Time: The average time spent on each piece of content
Engagement Score: A weighted measure combining reads, interactions, and completions
% Content Read: Shows how well your content holds attention and engagement
Bounce Rate: Shows success of distribution and cover page design
Unique Readers: The number of distinct people consuming your content
Chapter + Page Engagement: Differences in engagement across sections or pages
Additional Reading
Tips for improving key Turtl Analytics metrics
Step 6: (Over Time) Connect Content Performance to Revenue
⚠️ Revenue Dashboard access varies per plan
⚠️ AI features vary by plan
Available for customers using Hubspot
Salesforce and Microsoft Dynamics (with Turtl Support)
This is where content stops being a cost center and starts showing its commercial impact. As reader and account data (coming soon) accumulates, Turtl helps you understand how engagement influences pipeline progression and revenue outcomes. You won’t see perfect attribution on day one. Value builds as signals compound.
At this stage, teams use Turtl to:
See which content supports active deals Understand what content is being read by buyers tied to opportunities, and how deeply they engage.
Spot patterns that influence pipeline Identify content themes, formats, or experiences that consistently show up in influenced or accelerated deals.
Prove impact without guesswork Use the Revenue Dashboard and Hatch AI to connect engagement trends to opportunity movement, helping you explain what content contributes and why.
This step is about credibility. You move from reporting activity to demonstrating influence, giving marketing and sales a shared, evidence-backed view of what actually drives revenue.
Additional Resources