{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Zero Click Marketing","title":"Why Marketers Make Content for Dashboards (Not Their Audience)","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/004e258e\"></iframe>","width":"100%","height":180,"duration":826,"description":"Marketers say they want good strategy. Then they optimize for whatever’s easiest to measure.This episode is about why easy-to-see metrics like traffic, likes, attributed pipeline, and rankings can create false confidence. Instead, better measurement can look like this: off-platform sharing, stronger sales conversations, customer education, adoption of your language, and content that does more than one job. In a zero-click world, the easiest metric to report is not always the one that matters most.Timestamps00:00 Why marketers optimize for what’s easiest to measure01:36 How SEO gets too much credit for capturing demand04:23 The Fitbit B2B example and content as a service06:09 Better ways to judge content quality07:54 Why the best content does more than one job11:12 What better measurement looks like in a zero-click worldYou can do audience research with all kinds of tools and networks like Google Trends, Exploding Topics, Reddit, and of course, my employer, SparkToro. You can create an always-free account and get 5 reports per month on sparktoro.com.Learn more: zeroclickmarketing.coConnect with Amanda Natividad (@amandanat): LinkedIn | Substack | Instagram | ThreadsThis episode was produced in partnership with Share Your Geniuswww.shareyourgenius.com ","thumbnail_url":"https://img.transistorcdn.com/IthCXTjgV3K8leLwx_hDMGaZ1JtN3o6wJwDqsYx223g/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9lMDlm/NDRhOGIzZTBjNDc2/ZGU1NWE3MTIzYjg2/ZDNmMy5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}