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Measuring the Value of Content Marketing: Podcasts. If you're trying to measure the
value of content marketing in ANYTHING other than leads and sales stop. Don't bother with
it. I just read an article by another content marketing guru entitled “How to measure
the value of podcasts” and I gotta tell ya my head hurts. Here's the thing: Most experts
will tell you to measure stuff. A LOT of stuff about your podcasts—using a LOT of DIFFERENT
hosting, link shortening and distribution tools. Of course we cannot actually know simple
things like if the podcast was actually listened to!Nonetheless, we're supposed to measure
what time of day people listen, the rate at which you convert clickers to subscribers,
what episodes are being downloaded. But here's the thing: investing time in knowing these
things doesn't help us tie back your podcast to SALES or help us ENSURE the podcast creates
leads. So I say STOP THE INSANITY! If you're investing time in podcasting invest MORE time
in DESIGNING your podcast to create sales leads--—and less time in measuring data
that ultimately doesn't give you the ability to create more leads, more often. If you do
you'll start making social media sell for you. I'm Jeff Molander.