corporate blogging is often measured in pageviews. At first glance, it makes sense: this is an excellent and accurate measure of how popular your content is. Growth in pageview count indicates success in expanding your reach. The problem is that this myopic approach actually devalues what you have created. What your pageview count indicates is far more than eyeballs.
1. Sales intelligence: among leads, prospects and clients (rather than competitors and other stakeholders), each click/pageview is an indication of what is on that person’s mind. Take a look at which companies are viewing each of your blog posts. This is information you can provide to your sales teams as they chase down new business. Not only will it help them (it will), but it will also accelerate the internal credibility of your corporate blog, turning adoption into advocacy.
2. Competitive intelligence: when major competitors at my past companies have announced new initiatives around key industry issues, I wasn’t often surprised. Why? I tracked them on our corporate blogs. If a competitor is looking at enough of your posts, it’s safe to assume that research is being done. This is a golden opportunity for you to get to market faster, even with something quick and dirty, to preempt a competitor’s announcement.
3. Industry trends: which blog posts are getting the most attention? Well, this shows you what is on the collective mind of your target market. If a topic is resonating, you’ll probably want to publish more on it and make sure you get your company a leading position.
4. Strategy inputs: use the intelligence from your analytics to feed your corporate or marketing strategy. This is a dynamic approach to gauging market sentiment, identifying pain points and understanding where the industry is headed. Use it.
Every click on your corporate blog, every pageview, tells you something about the person who is visiting. This is valuable information that you wouldn’t be able to get otherwise. So, don’t treat them as pageviews, treat them as market intelligence.
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