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Why Content Strategists Take Social Shares Seriously (And You Should Too)
By: Contently
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I rarely get nervous presenting content plans to Contently clients, but there’s one comment I hear every so often that makes me uneasy: “We don’t care if people share our content. We only care about generating leads and conversions.”

This declaration usually comes from B2B marketers who dismiss social shares in the same way people talk about pageviews. I’m not surprised. As more brands build sophisticated content marketing programs, better performance metrics like returning visitor rate, finish rate, and engagement rate have emerged. Thanks to heat maps, behavioral targeting, and advanced monitoring, these measurements promise greater visibility into who your audience is and how readers interact with your content.

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About the Author
This article was first published by Contently.com. A link to the original can be found at the bottom of the post. www.contently.com
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