The goal isn’t to be good at content, the goal is to be good at business because of content. B2B can close that loop with metrics in ways B2C cannot, says Jay Baer in this blog post and video.
By now you have likely seen, read or heard about the story of the Oakland A’s baseball teams of the early 2000s. Led by General Manager, Billy Beane, the club had limited resources with which to build a winning team, especially when compared to big budget competitors like the New York Yankees, Boston Red Sox, etc. As opposed to relying on old school player evaluation tactics, they hired analysts who used statistical models to identify batters who could score more runs and find pitchers who could get more outs. While the Moneyball story is framed within the game of baseball, it’s really about math. It showed that we can depend on numbers to help predict success. And while it was not perfect, this particular “numbers first” approach proved better than an expert’s best guess.
In a post last week, I talked about turning your content marketing upside down and focusing first on what behaviors you want your content consumers […]