“Intangibles Made Tangible”: How to Measure What You Know Intuitively As An Operator скачать в хорошем качестве

“Intangibles Made Tangible”: How to Measure What You Know Intuitively As An Operator

“Intangibles Made Tangible”: How to Measure What You Can Feel Here’s the key idea: These are “intangibles made tangible” — meaning you can feel them and you can also measure them if you set things up correctly. Most businesses stop at “pageviews.” That’s like judging a salesperson by how many people walked past the showroom. You want to measure outcomes. Here are practical ways to make intangible revenue measurable: 1) Track Assisted Conversions Even if the blog post wasn’t the final click, it may have been part of the journey. Look at: conversion paths assisted conversions “first touch” or “early touch” pages You’ll start seeing posts that consistently appear in buyer journeys. 2) Use Call Tracking + Form Tracking If you can tie phone calls or quote forms to sessions and landing pages, you can see which posts produce: calls quote requests bookings Even if the sale closes later. 3) Use CRM “Source” and “Content Influence” Train sales/service to tag leads with: “Found us on Google” “Read blog post on X” “Sent blog link in follow-up” Even a simple dropdown field makes patterns visible fast. 4) Track Sales-Team Usage of Links If your team uses blog links in follow-up emails, you can track: link clicks reply rates close rates after sending certain posts That’s blog-driven revenue in the most literal sense: the post helped close. 5) Look for Lead Quality Signals Compare leads that interacted with educational content vs. those who didn’t: average order value close rate time to close refund/chargeback rate number of touchpoints needed When the blog is doing its job, these improve. The Real Takeaway If you only define blog revenue as: “They read → they click → they buy” …you’re missing a huge portion of what content is doing for you. A blog post can be: a trust builder an objection destroyer a sales enablement tool a backlink magnet a keyword net a lead filter And all of that turns into money. Sometimes directly. Often indirectly. But still real. The best way to think about it is this: A blog post is either acting like a salesperson… Or it’s acting like a brochure. One produces revenue. The other produces “content.” Build the kind that produces revenue.