Click-through Research: the Answer to All Your Needs?
Posted on November 22, 2004 by Sarah Eaton.
Content matters. Sure, there are curious folks out there willing to skim all kinds of articles just to boost their frame of reference and wow fellow cocktail-party attendees with witty repartee. But...chances are, if you're in a niche industry, only certain people care, and they only care about certain things.
How do you find out what they care about? Use those click-throughs, people.
Tracking click-throughs does more than generate sales leads. E-newsletters are as much about building relationships (a slower process) as they are about the immediate gratification of a sale (which has a lot better chance of occurring if you've built your relationship).
If you use your click-through reporting to find out what it is your clients and prospects want to read, the content ideas will reveal themselves, like woodland creatures shyly stepping out from behind the tree line and nudging at your hands for a lump of sugar.
I'm not saying you won't still need to brainstorm and comb the web to come up with relevant content. But once you know what your readers want, you'll know what direction to take.
And the beauty of it is that the click-throughs will let you know when your readers' interest in one topic is waining and waxing in another. You'll always know what and how to provide.
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