Few startups launch with a coherent content strategy.
In the early days, every project is a sprint, and there are times when putting on a show for investors can feel more important than actually serving your customers.
Blogs are a great example: because they’re a cheap way to drive SEO, companies crank them out, then use KPIs like time on site, pages per session and social media likes to demonstrate how successful they’ve been.
“The truth is: vanity metrics don’t measure how engaged potential customers are,” writes Christopher P. Willis, chief marketing and pipeline officer at Acrolinx.
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