The Problem with “Vanity Metrics”
Continue reading “Measuring What Matters: Content Metrics That Actually Tell You Something”
Measuring What Matters: Content Metrics That Actually Tell You Something
Category: Marketing Measurement
The Content Marketing Metrics That Actually Matter (And the Ones to Ignore)
Most content marketers are measuring the wrong things. Here’s how to tell the difference.
By Linda Pophal, MA, SPHR · Strategic Communications, LLC
Content marketing metrics are the quantitative and qualitative measures used to evaluate whether a content program is achieving its intended business objectives. They include audience growth, lead generation, search visibility, and revenue attribution. The distinction between meaningful metrics and vanity metrics is critical: vanity metrics (page views, social media likes, follower counts) may look impressive but reveal little about business impact, while meaningful metrics connect content activity directly to outcomes that matter to the organization.
Every content marketer I’ve worked with has felt the pull of the vanity metric. The blog post that got 2,000 views. The LinkedIn post with 150 likes. The social media following that crossed a round number.
These numbers feel like progress. They’re easy to report. But they’re often meaningless.
Continue reading “The Content Marketing Metrics That Actually Matter (And the Ones to Ignore)”
Shining a Light on the Dark Funnel
Chris is in the market for a new car. Chris, like most consumers, is broadly aware of the many types of cars on the market and can see them on the road, on car lots, in advertisements, and online. While deciding which car to buy, Chris not only draws on his own awareness that has been created through these channels, he is also likely to become much more proactive in seeking information—asking family, friends, neighbors, and colleagues for their advice; perusing review sites; following hashtags on social media channels; gathering information through Google searches; and, eventually, visiting car manufacturer or dealer websites to help narrow the choices. Then Chris is likely to visit a local car dealership to take a test drive and talk pricing. Continue reading “Shining a Light on the Dark Funnel”
Are You Making Your Customers Work Too Hard? They May Just Give Up.
Sometimes I think the most simple thing that we can do as businesspeople and marketers is “put ourselves in the shoes” of our prospects and customers. Are we making it easy to buy? Or are we setting up unintentional barriers, however slight, that may interfere with—or obliterate—the purchasing process?
Continue reading “Are You Making Your Customers Work Too Hard? They May Just Give Up.”
Qualitative vs. Quantitative Customer Insights and How to Use Them
A few years ago I was at a craft show—an annual outing where I sell beaded jewelry that I design and “dabble in” throughout the year. Unlike previous shows, that year I sold hardly any earrings, usually a high demand item both because of their uniqueness and low price, I think (I have to be honest with myself!). Instead, that year I sold Continue reading “Qualitative vs. Quantitative Customer Insights and How to Use Them”
Avoiding Paralysis by Analysis: How Much Research Do You Really Need To Do?
Moving forward with communication tactics without a good understanding of the target audience, their current attitudes and beliefs, and the drivers that might lead them to positive action relative to your product or service is never a good idea.
On the other hand, many companies—particularly small companies—don’t have the time or resources to invest in expensive research activities.
It’s a conundrum—but one that can be addressed Continue reading “Avoiding Paralysis by Analysis: How Much Research Do You Really Need To Do?”
You’re Using LinkedIn the Wrong Way—Here’s What We Recommend Instead
I’ve had a LinkedIn profile since 2009. It has become the top source of referrals for my content marketing and marketing consulting services. Not because of the “brilliant” posts I share. Not because I get tons of likes and shares. Not because I write clever copy.
So how have I successfully leveraged LinkedIn to generate leads—and new clients—consistently? Continue reading “You’re Using LinkedIn the Wrong Way—Here’s What We Recommend Instead”
Do-It-Yourself (DIY) Market Research
Market research is definitely something that even very small businesses can do on their own but there are a lot of myths and misconceptions related to research that can cause them to make decisions based on incomplete or inaccurate information. While it’s impossible to cover everything related to doing research well, here are some general strategies and best practices that businesses of any size can put to use to leverage the value of gathering market research to improve their business offerings and marketing effectiveness.
Keeping Your Awareness and Engagement Efforts Focused
We’ve written before about the sales funnel—the process through which potential customers become aware of, engage with and, hopefully, ultimately become actual customers of your company. The first part of this funnel is typically referred to as “awareness.” This is the stage at which the market—as you’ve defined it—becomes aware of your product or service. They may never be interested in making a purchase or even learning more about you, but they are aware you exist and have entered this first section of your funnel.
At the heart of the sales process is the drive to move potential customers through the funnel from awareness to action—i.e., making a purchase. A lot of resources are put into measuring the losses at each stage of the funnel and figuring out the sources of that attrition and how to reduce it. Unfortunately, a lot of these resources may be wasted. Continue reading “Keeping Your Awareness and Engagement Efforts Focused”
How Businesses Often Fumble with Customer Feedback
Businesses spend a lot of time and money trying to gain insights into how customers perceive their product or service offerings. This might involve conducting surveys and focus groups to hear directly from customers. Or, it might involve efforts to ascertain customer preferences based on online behavior and purchase decisions. And yet, despite the general accessibility of this type of information, so many businesses still misread customers. That lack of awareness limits their ability to improve the customer experience. Continue reading “How Businesses Often Fumble with Customer Feedback”