Marketers say they want good strategy. Then they optimize for whatever’s easiest to measure.

This episode is about why easy-to-see metrics like traffic, likes, attributed pipeline, and rankings can create false confidence. Instead, better measurement can look like this: off-platform sharing, stronger sales conversations, customer education, adoption of your language, and content that does more than one job. In a zero-click world, the easiest metric to report is not always the one that matters most.

Timestamps

00:00 Why marketers optimize for what’s easiest to measure

01:36 How SEO gets too much credit for capturing demand

04:23 The Fitbit B2B example and content as a service

06:09 Better ways to judge content quality

07:54 Why the best content does more than one job

11:12 What better measurement looks like in a zero-click world

You can do audience research with all kinds of tools and networks like Google Trends, Exploding Topics, Reddit, and of course, my employer, SparkToro. You can create an always-free account and get 5 reports per month on sparktoro.com.

Learn more: zeroclickmarketing.co

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This episode was produced in partnership with Share Your Genius
www.shareyourgenius.com