5 Metrics That Will Increase CEO Interest in the Corporate Blog
This blog originally appeared on Whittington Consulting's Online Results blog.
CEOs are notoriously numbers driven. They care about numbers and results, not editorial schedules and topic brainstorms. And the only thing the want to know about the corporate blog is that it drives growth in reach, conversions, and the bottom line.
As a marketer, it’s up to you to translate the performance of the corporate blog into data that the CEO actually cares about. Fortunately, more and more of these useful metrics come to light as marketing technology develops. This makes it easier for you to do your job and report on it in a digestible way to the people who matter.
Here’s a look at five metrics you can use to translate the performance of your corporate blog into real value for your CEO or C-Suite.
1. Overall Reach Metrics
Overall reach metrics such as visitors, downloads, and page views can be success indicators to use when talking to your CEO about the corporate blog, but they have to be put into context.
Compare these metrics in terms of a trade show or live marketing event. How much do you invest in reaching 500 target customers at an in-person event? Then compare that rate to the cost of maintaining a blog that reaches 500 target customers per month (or more). Using these numbers to directly compare the reach of your corporate blog will clearly articulate the value to your CEO.
2. Networking Reach Metrics
Beyond the overall reach of your blog, you should also report on how your blog receives is found. Report referrals, inbound links from other websites and visits from search engines as evidence that your corporate blog efforts are attracting new visitors, existing customers or curious journalists.
You can also compare your website traffic to your competitors using Alexa.com. While this number is a ranking and is not exact, it can help to clue your CEO in on the impact your blog has on closing competitive awareness gaps or widening a competitive advantage. Convince and Convert cites Open Site Explorer as a useful tool for tracking and reporting on this information.
3. Lead Generation Metrics
Lead generation metrics are more closely tied to the bottom line than website visitors, so they’re much more interesting to your C-Suite. Report on form completion data you’re gathering through your blog and content efforts from call-to-actions, landing pages and contact forms, then report on the percentage of those leads that sales deems “prospects.”
This will help your CEO clearly see the impact your corporate blog has on generating sales opportunities for your company.
4. Lifelong Email List Metrics
Beyond initial lead generation, take a look at your email list metrics to consider which email newsletter campaigns or types appeal to subscribers and existing customers that have been on your list for a long period of time. These are customers who have signed up to stay connected with your company in the long run to keep updated with what you’re doing and gain a competitive edge using your insights.
These customers are often more valuable because they are invested in a long-term, loyal relationship. By tracking this information (such as revenue per 1,000 emails sent), you can arrive at a figure that represents the value of these long-term email newsletter subscribers.
5. Sales Generation Metrics
Obviously your CEO is interested in sales that are directly attributed to the corporate blog. Since your blog is a gateway for people finding your website, you’ll find that some of people that read your blog and become leads also become customers.
Because the B2B sales cycle isn’t immediate, having a CRM in place to follow people who found your blog through the customer journey is critical to showing sales generation metrics to your CEO. However, include this number in the context of these other metrics to show that much of your corporate blog efforts are investments in relationships that lead to future business, not immediate payouts.
Your corporate blog is a valuable resource for driving business growth and development over time. Show your CEO the company blog’s value by reporting on these metrics on a regular basis. Don’t let the lack of data doom your hard work planning and writing your blog. Translate your blog performance into real numbers and data to validate your efforts and increase understanding in the C-Suite.
NBA Player Carl Landry Demonstrates the Value of Persistence in Life and Work
Written by: Jon Sabes
When you meet Carl Landry, stand-out college basketball player and nine-year NBA player, you imagine that becoming a professional basketball star was a straight forward run for the 6-foot-nine-inch power forward.
However, when you go deeper into Carl’s background, becoming a NBA professional was less than certain and little came easily to the 33-year-old from Milwaukee:
- He was cut from his high school team as a freshman and averaged less than ten points a game when he did play as a senior.
- He started his college career not at Purdue, but a junior college where it was not clear he would play.
- When he finally got to Purdue, he tore his ACL in his knee his first year and reinjured it the next year.
- While his family held a party for him the night of the NBA draft, he slept in the Philadelphia airport after missing a flight following a workout for the 76ers.
- In the NBA playoffs, Carl had a tooth knocked out, but came back in the same game to make a game-winning blocked shot as the Rockets beat the Utah Jazz 94-92.
Landry, who I interviewed on my podcast, Innovating Life with Jon Sabes (www.jonsabes.com), is a remarkable example of the value of “persistence.” In a time where technology creates the image that anything is possible at the touch of a button, persistence is an under-appreciated trait. When I spoke with Carl, I clearly saw someone for whom success has only come through a force of will that made him a NBA player, but it also made him a better player every year he played. That’s the kind of personality that has produced greatness in business as well as sports.
Carl was, in fact, drafted that night he spent in the airport. The Seattle Supersonics chose him as the 31st overall pick and then traded him to the Houston Rockets where he rode the bench for much of the first half of the season. When All-Star teammate Yao Ming was injured, he stepped in and played a key role in the Rockets astonishing 22-game winning streak (the third longest streak in NBA history). And, that season, after sitting on the bench for 33 of the first 36 games, he was named to the All-Rookie second team.
Carl was the first in his family to go to college. “I told myself that this was my ticket out, so I did everything I possibly could to be the best person in school and also on the court,” he said.
His family life in Milwaukee showed him what he didn’t want to do. “Just being honest with you, seeing some my cousins, peers, they went to work for jobs paying six, seven dollars an hour or they didn’t go to work at all and then living off welfare. I didn’t want that.”
When he was first injured, he had to contemplate the end of a career before it even got started. “When you have an ACL tear, it’s over…no more basketball,” he told me. “I said, God, give me health again and I’ll do everything I can to leave it all out on the line and be a successful individual.”
On my podcast, Carl pointed out another interesting lesson he learned in the NBA: Not doing things just to fit in.
“Fitting in was easy,” he said. “Doing everything that everybody else does was easy. If I stood out in some type of way, I’m going to have different results. I’m going to have stand-out results.”
That’s called the “Law of Contrast” and it produces that exact effect of changing the outcomes that everyone else is experiencing. Carl is smart, he recognized that differences make a difference, and doing whatever it takes is what is required to make real, meaningful differences.
Every off-season for the last 11 years, he has run a camp for kids in Milwaukee where he tells youth his story of hard work and persistence. “I always tell the kids to apply themselves and always be persistent,” he said. “If you dream, apply yourself and be persistent. With hard work, man, the sky’s the limit.”
When Carl says the sky’s the limit he means it. He is smart to recognize that it’s important to dream big, because if we don’t – we may be selling ourselves short. “You have to dream bigger than your mind could ever imagine,” he said. “I wanted a nice house. I wanted a nice car. I said, and I got all of that. So, what do I do, do I stop now? Maybe I didn’t dream big enough.” That’s a big statement coming from a kid who grew up to be the first in his family to graduate college and go on to be not only a top NBA basketball start, but a good businessman, father and someone who gives back to the community.
I’m convinced that in whatever he takes on as a basketball player or in his post-hoops career, Carl Landry is not going to stop getting better at whatever he does, and in the process of doing so, make the world a better place.
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