Chasing the Right Numbers: A New Approach to Content Marketing

Dear content marketers, have you ever found yourself obsessing over the number of followers or profile views you have on LinkedIn? If so, you're not alone. But here's a hard truth: those numbers don't necessarily translate into more clients or more business. In fact, they can often be a distraction from what really matters.

Let me share a bit of my own experience. I've been selling online propositions since 2003, and I've seen firsthand what happens when you chase the wrong numbers. It's a lesson that's as relevant today as it was back then.

The Illusion of Success

There's a common belief in the world of content marketing that "bigger numbers" equate to more success. But that's a fallacy. Unless you can convert those numbers into meaningful interactions and ultimately, into clients, they're just vanity metrics.

The Pitfalls of Chasing the Wrong Numbers

I remember ending yet another week with all the wrong numbers. I had plenty of leads approached and phone dials made, but none of the right ones – deals closed. And I see the same thing happening every day on LinkedIn in 2023. People are chasing followers and views rather than focusing on conversion.

The result? They end up feeling miserable and drained from their efforts, with little to show for it. It's a cycle that's all too common, and it's one that needs to be broken.

Choosing Depth Over Breadth

So, what's the solution? It's simple: stop being so shallow. Choose depth and real engagement over playing to a narrative that big followings mean you're successful. Because the truth is, they don't.

Instead, measure how many meaningful conversations you have each day. This is a far better metric, one that focuses on the depth of relationships that's required to get people to want to discuss working with you.

The Power of Real Engagement

Real engagement is more than just a buzzword. It's a powerful tool that can lead to conversion and ultimately, to success in your content marketing efforts.

Why Real Engagement Matters

When you engage with your audience in a meaningful way, you're not just increasing your follower count. You're building relationships. You're establishing trust. And most importantly, you're creating opportunities for conversion.

Trust me on this: real engagement is fun, and it leads to conversion. It also leaves us feeling fulfilled with our time spent on the platform. It's a far cry from the empty feeling that comes with chasing vanity metrics.

Enjoying the Right Metrics

It doesn't take long to start enjoying these metrics far more because they mean real returns. And I'm sure I'm not the only one who feels this way. When you focus on the right numbers – the ones that truly matter – you'll find that your content marketing efforts become much more rewarding.

So, let's start normalising the right metrics. Let's start focusing on real engagement and meaningful conversations. Because at the end of the day, those are the numbers that truly count.

Join the Conversation

Are you ready to start chasing the right numbers? If so, I'd love to hear from you. Let's start a conversation about how we can make content marketing more meaningful and more effective.

Entrepreneur Business Live Manchester

Speaking of conversations, there are still some tickets left for Entrepreneur Business Live Manchester next week. It's a great opportunity to connect with other content marketers and learn from their experiences.

So why not join us? Hit the link in the first comment below to get your ticket. I look forward to seeing you there!

Final Thoughts

In conclusion, it's time to stop chasing the wrong numbers and start focusing on what truly matters: real engagement and meaningful conversations. Because those are the metrics that will truly drive your success in content marketing.

Remember, it's not about the size of your following, but the depth of your relationships. So let's start normalising the right metrics and making content marketing more meaningful and more effective.

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