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Look Beyond the Numbers in Your Content Marketing

When you look at your organization’s content marketing, you naturally want to build your numbers. Whether it’s your social media presence, your email list, or just overall visibility, you associate a larger number with growth.

Larger numbers, however, aren’t as important as you may believe.

Just because a company has larger numbers online doesn’t mean it translates into increased revenue. Here are some reasons why you should look beyond the numbers and focus on what actually builds your digital presence.

The numbers don’t indicate engagement.

If you have a large social media presence, a large email list, or a lot of people visiting your website but you have zero engagement — your audience won’t grow.

The best leads are word of mouth and those come through the engagement of your fans and followers. If your online presence is a ghost town, the large numbers won’t help your growth.

There is built-in trust when a visitor is referred to your platforms by someone they trust. 

Your goal should be to engage your audience. Get them involved in the conversation in a way that they want to tell others. Your community should be so engaged that your reach goes far beyond your numbers.

Personal connection is what creates life-long customers.

People buy from someone they know, like, and trust.

A customer is a person. The more they feel a personal connection, the more they buy and tell others about your business. Marketing genius David Ogilvy said, “The consumer is not an idiot, she’s your wife.”

Make that personal connection in your content marketing strategy.

The numbers can easily be manipulated.

It’s pretty easy to buy a large following these days and too many companies do. Every day, on social media and through email, you see services offering fans for a price. The problem is that those aren’t real people. They will never buy what you sell.

Big numbers may look impressive but they won’t translate into revenue if they’re not real people.

Add value and the numbers will naturally increase.

As you add value and connect in a personal way with your audience, engagement will increase. With an increase in engagement will come more people sharing about your business. That will increase your numbers organically.

Great content, products and services create a loyal fan base that will spread your content all over the Internet. Over time, those numbers will increase in the best way possible because all the new fans and followers will already be engaged.

You have to stand out from the competition by building a devoted customer base through strong content.

Focus on creating an amazing experience through your online presence. Focus on creating irresistible products and services. Focus on really connecting and engaging.

When you do, your audience will respond and your numbers will build.