Stories By Daniel Hochuli
The Right and Wrong Ways to Use Vanity Metrics
Vanity metrics look great on paper. But the sheen fades when used to explain important business outcomes. And yet, they can shine nicely when used to measure marketing goals. Here’s what you need to know.
Get to Your Audience's Core: Know Their Content Intent
Your sales team finds four legit leads from 500 white paper downloads. What happened? Your audience wanted the info, it wasn’t interested in a transaction. Before you create and evaluate your content, think about audience intent.
The Smart (and Not-So-Smart) Ways to Use Vanity Metrics
Vanity metrics are helpful when they’re seen as optimization metrics. They are bellwethers for what your target audience finds valuable on that channel. Learn how to maximize their use and why they should not measure business goals.
Why You Need a Content Funnel For Your Content Product
Following a purchase funnel to shape your content marketing goals sets you up for limited success. Not all content subscribers will become customers. That’s why you need to create and add a content marketing funnel to your program.
Search vs. Social Media: How Audience ‘Intent’ Can Affect Content Marketing Performance
Want to rank high in search and earn high social engagement? You can’t do it with a single piece of content. Learn how understanding your audience’s intent –on search or social – can make a difference in your content marketing success.