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Beyond Metrics, Embracing Conversations

Here’s my challenge to you as you think about how to measure thought leadership outcomes in 2024.

Stop focusing on metrics like views, clicks, likes, and leads. Stop worrying about SEO.

Instead, start having conversations.

Ask your sales team, “Did you use this in a meeting? How did it help you? What else would help you get the message across?”

Ask your audience, directly or by proxy, “What did you think?”

Figure out how to find out how the top ten most impactful recipients are responding to what you’re doing and saying.

Document outcomes such as new questions from working groups, industry analysts, and influencers who focus on your topic.

Keep the metrics if you feel you can’t live without them. Maybe they serve as training wheels. But the real insights can only come from specific people.

Once you start to gather insights from people, you’ll see you can ride faster and further, without rickety attachments.

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