Author: Daniel Hochuli

Daniel is the APAC content marketing evangelist at LinkedIn. A qualified Google Analytics professional, Daniel has lectured on content marketing at the University of NSW and written strategies for clients including Lamborghini, Universum, pwc, Unilever and Robert Half Recruitment. Watch Dan’s masterclass presentationon this subject and follow him on Twitter @logocracycopy

By daniel-hochuli published March 26, 2019

Get to Your Audience’s Core: Know Their Content Intent

Janice leads digital at a well-known tech company in Silicon Valley. It sells hardware such as phones, laptops, and servers to largely premium B2C and B2B consumers.

The brand gave Janice one marketing objective – use content to drive leads to the sales teams.

She instructs her team to create a gated white paper. About 500 people completed the lead-gen form to receive the download.

The sales team hits the phone. Out of 500 leads, only four were genuine.

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By daniel-hochuli published October 16, 2017

The Smart (and Not-So-Smart) Ways to Use Vanity Metrics


Using vanity metrics to measure the performance of content campaigns on social media is perhaps one of the simplest things to do in marketing, but also one of the most difficult.

It’s simple because vanity metrics are easy to obtain in large numbers – all platforms supply them; it’s difficult because they are often ambiguous when it comes to reporting a return on investment (ROI) or value to a business. It’s this second point that is the thorn in the side of many marketers struggling to discover the true value of a vanity metric to a business.

In this article, “vanity metrics” include impressions, “likes,” shares, comments, followers, open rates, views, traffic, time on site, bounce rate, and many more. Often called “engagement metrics” or “consumption metrics,” they simply are the most-used metrics in social media, content marketing, digital advertising, PR, and inbound campaigns to measure the performance and success of our marketing efforts.
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By daniel-hochuli published April 9, 2017

2 Funnels Are Necessary for Content Marketing


At the initial meeting with a new client, I ask a simple question: What is the goal for your content marketing efforts?

By far the most consistent answer I receive is “to generate leads and sales of our existing products.”

While this is an important goal to have in any content marketing strategy, we often focus too much on direct sales-related transactions to prove our content marketing return on investment.Continue Reading

By daniel-hochuli published November 23, 2015

Search vs. Social Media: How Audience ‘Intent’ Can Affect Content Marketing Performance


Tell me if this scenario is familiar:

You decided to create a piece of content for the brand. You used semantic research to find the topic and created content that is fun, valuable, and informative. Finally, you attached goals to this content in terms of performance, such as:Continue Reading