But you’re not paying me for page views

Drew-Shane Daniels
Aug 28, 2017 · 3 min read

I’ve been receiving a lot of questions like, “Drew, how much will a site design cost? Can you help me with my blog?”

Last month I had a potential client contact me about helping them increase their readership for their blog. If there is something I understand in this digital space that it is how to cultivate an online audience and produce timely, relevant content.

After having them fill out my questionnaire, I set up an introduction call to gain a deeper understanding of their needs and expectations.

I put together a content strategy proposal to pitch my services based on our conversation. Two days later I received an email asking me a few clarifying questions and for some examples of the work I’ve done with other niche publications. After another week I received a message asking me about what metrics I was able to accomplish with a more established brand I’ve worked with in the past.

At this point I knew they were ONLY interested in increasing clicks and page views. My grandmother would call this discernment.

I’m very upfront about what I can deliver. One thing I cannot (and will never) promise is a million page views. I’m very clear with my clients that you are not paying me for page views.

However, you are hiring me to help strengthen your content and ensure you are speaking to the right audience.

If you follow my proven strategies and trust the process, the page views and clicks will come. Trust me! I’m confident with consistent and engaging content, you’ll earn the revenue you want and keep your audience coming back for more. The easiest pitfall to slip into is aiming for page views without truly understanding who your audience is and what will resonate with them — not just today but next time too.

If someone can promise you a million page views in one month, please do yourself a favor and RUN!

Nonetheless, I didn’t hear back from my proposal and a few unanswered follow-up emails — which happens in this business. It lets me know this was not my ideal client.

Content success doesn’t happen overnight. It’s not an “add water and stir” approach. Creating a solid content strategy that speaks to your target audience takes research, strategy, innovation and execution. Many start ups and organizations struggle with producing online content and figuring out how to increase their digital footprint. Content is king but it is also a ton of work to strike the right balance in frequency, message and relevance.

Imagine how much content you come across on a daily basis online with constant breaking news stories, “Insecure” think pieces about the #LawrenceHive and even ads popping up while you’re trying to scroll through your favorite Instagram trainer’s stories.

It is a lot.

Drew-Shane Daniels is the Creative Director of the branding and design strategy house, Sugar & Grits. He partners with tastemakers, leading organizations and startups looking to cultivate, engage and move our culture forward.

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Drew-Shane Daniels
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