So said Marty Rubin.
Rubin wrote a book called The Boiled Frog Syndrome. Which I’ve never read, by the way. However, I found the quote and it is extremely apposite for your business’s publishing activity.
Everything you do is perfect if you don’t measure it.
It’s true, isn’t it?
When you don’t measure anything, every idea you have is a great one, because you’ve got no yardstick. Every format you use, every distribution channel, every image, every little thing you do (or don’t do, as the case maybe) is perfect, because you’ve got nothing that tells you otherwise. If you had some pie-in-the-sky, fancy-pants, next-level-crazy ideas, you’d tell the entire world about them whenever you could, if you didn’t measure either your publishing, or your own impact on the world.
It’s rubbish perpetuated by marketers who bang on about brand visibility and awareness, because they don’t know how to prove that what they do is effective.
Yes, brand awareness is a thing, and yes it’s important. But you know what some people do about that? They build a list, and then they publish to that list. When they publish to the list, they sell to the list.
It’s not rocket science. I do it. Every copywriter who sells products for businesses does it. What’s gotten in the way is the social media landscape, which has tainted marketing with the idea that the golden land is going viral.
Well, I’m going to argue with that. Going viral is great, but if it doesn’t result in sales, then you’re still where you were before you went viral.
Let’s imagine a scenario.
You’re in a business that sells to General Practitioners. One week, you publish a fantastic case study, and as part of your distribution, you schedule a whole lot of soundbites with some interesting images. One of those is picked up by a group of people on Facebook who start sharing it because ‘OMG it’s so TRUE’. As they share it, others share it.
The asset finds its way to other social networks, and then all of a sudden it blows up. By the end of the week, your post has been shared 1,000,000 times. You’ve never seen your website traffic so high in all your life, and you start getting excited.
Sounds amazing right?
Well, let’s keep going.
When you dig into the data, you realise that something like 5% of those people have been finding your website. They visit a page, maybe two, then bounce off.
If your website typically converts at 4%, then could you expect 2,000 new sales in that week?
Not at all.
This is because a ‘viral’ post is so because it’s indiscriminate. People of all demographics and locations in the world interact with an asset. It’s not a guarantee that any of the interactions will even link back to you, or that your assets will even identify you. If they buy from you, can you say definitively that it was because of the viral activity?
Chances are, you can’t. Right?
It’s actually really easy to go viral. Just publish something really stupid or controversial. Boom, the internet reacts! And then all of a sudden the wave passes and you’re back to square one.
If you do measure your content assets and your impact, then I hope that you are relating your sales back to the buyer journey.
When you do this, then you can start to say with clarity, blogs X, Y, and Z are worth $5,000 to us annually, because we can prove that they push buyers forwards.
When you have the right formulae, you can do this.
Those formulae I discuss in an exclusive seminar called Content Mathematics, which I only deliver by invitation. But, there is another way to get them.
You can work with the Pixies. Send us an email to find out how.