Measure the Right Things

What's your main content marketing goal? That's the question I recently asked a SaaS founder. His answer was ...

"We want to increase the number of unique visitors."

Huh? šŸ¤” Yes, you need traffic and visibility to ensure higher brand awareness. However, that's far from the end goal you should be pursuing.

Increasing your revenue šŸ“ˆ is the number one reason why you're investing so much time, effort, and money in content marketing.

So focusing on "attracting unique visitors" is the same as saying "I bought this Ferrari to sit in it," instead of "I'm driving this car to go from A to B faster." šŸŽ

As Joshua Seiden highlights in his book "Outcomes over output," šŸ“™ people's behavior is the key metric for business success.

So instead of obsessing over the number of unique visitors, better take note of how people are behaving once they consume your content.

Are they ...

šŸ‘‰ Engaging with your content?

šŸ‘‰ Sharing it with their community?

šŸ‘‰ Clicking on the CTA?

šŸ‘‰ Checking your website?

šŸ‘‰ Consuming more than one piece of content?

šŸ‘‰ Subscribing for the newsletter?

šŸ‘‰ Requesting a demo?

These metrics (based on visitors' behavior) are far more important than the number of unique visitors.

You can have 10,000 unique visitors, yet a very low conversion rate. On the other hand, you can have 1,000 unique visitors and a high conversion rate. šŸ“ˆ

So make sure you're measuring the right thing.

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