Vanity metrics in content marketing
Like social media, many different vanity metrics are overemphasized in content marketing. Yet, in isolation, these metrics are not very useful at all.
Likes, followers, comments, retweets, fans, subscribers, sparkles, warcraft gold, friendship points, hamburgers—whatever media channel you’re on, there are a ton of vanity metrics around it.
You can create great content but if they don’t tie back directly to your business, they are downright not useful.
I can’t tell you the number of people I meet that talk about their Instagram followers, but then don’t talk about the follow-up to their e-commerce business. Just because your stuff on social media platforms gets liked a lot, it doesn’t necessarily mean it’s good content.
The bottom line is that the effectiveness of content marketing should be measured using metrics that tie to the success of the business: conversion rates, lifetime value, revenue generated, are just a few examples.
Examples of content marketing
Content marketing …