Ok I’ll admit. That was a seriously clickbait-y title.
I wish I could just use boring titles like “Content Marketing Advice” or “Cool Content Marketing Metric.” However there are two harsh realities that anyone who’s done a lot of content marketing probably already knows…
First, content marketing is getting more competitive everyday. Readers have more and more choices of where to focus their attention, and most of it is dry and unoriginal.
Second, most people make decisions based on emotions rather than facts. While you, as a content marketer, are probably quite intelligent and rational, the reality is, most people are not.
But the point of this is not that clicks is the most important content marketing metric. In fact, the metric that this post is about is almost the antithesis of measuring traffic.
As strategic and analytical thinkers, content markets like to track anything and everything. But one of the most informative metrics of all is one of the easiest to track.
But enough boring you, you rational content marketer you…Here’s the most important content marketing metric that you probably aren’t tracking:
How many emails you get from readers.
You’ve heard of metrics like open rate and click through rate. But how many emails do you get back when you send those emails?
Here’s an even better metric: How many people take time out of their day to email you even when you didn’t send them an email (the same one that was sent to thousands of other people), let alone ask them to reply?
You might be thinking “how is getting more emails going to help me get more traffic? I just reached inbox zero and more emails is the last thing I need.”
Well, think about it this way…
Google, a large traffic source for many online businesses, ranks things that are valuable. And they are getting better at it everyday.
I’m not saying Google is going to start tracking how many emails you get, I’m saying if you are getting emails it’s probably because you are providing value, and if you are providing value, it’s Google’s job to provide it to searchers.
Thinking beyond SEO, people buy from people they know, like, and trust. If they were so inspired that they wrote you an email…it’s probably an indication that you have engaged your reader and provided value…and that’s an indication that you are going to be making some money!
The bottom line is this: as content marketing gets more competitive, I keep trying harder to provide massive value to my readers because that’s what’s going to get me the results I want. And if people feel so compelled to write long, thoughtful emails, I know I’m on the right track.
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