A data-driven approach to content creation and sales
Pro
![](https://framerusercontent.com/images/0ri0kM1U1bHZWJRtzw7c8u8CU.png)
Monetization
![](https://framerusercontent.com/images/KomrzUxe212CGCe6a5vc5X90NyE.png)
Social Media
The Tactic
The way Justin Welsh creates his content looks like this:
Creates a long piece of content (newsletter)
Publishes to his websiteRepurposes to social media and points back to his website article
In that website article, he soft-pitches his digital products
That way, he creates a loop between his site and social posts, so people who enter his ecosystem fall into a rabbit hole of his content and paid products:
![](https://framerusercontent.com/images/j4l3SOWb7x6Y3vZF6PERMHTkZA.png)
That itself is interesting, but I found a little secret thing Justin does that makes it even better:
For every one of these articles, he ads a specific UTM tag (so he can identify the traffic source), which he labels with:
The day he’s sharing the article link
The platform
And the time of day
Something like this → websitelink.com/5.1.24.LI.AM
Then, once every week, he checks his data to understand which posts drove more clicks to his website:
![](https://framerusercontent.com/images/3FpJdO6B3IArU0MpgMYp9XtrxpA.png)
Using this strategy, he doesn’t have to rely much on pitching his product. Instead, it becomes a numbers game:
Social media Impression → website visitor → product view → $
And, as he has the data on which posts drove more traffic (and more sales), he can double down on that type of content.
As a data nerd, I LOVE this approach. Data-driven creators for the win!
🕵️♂️ Stolen from Justin Welsh
🕵️♂️ How to Steal it?
If you have a website to which you can point people, start tagging every link you share on social media.
Then, once every week, check your data and adjust the content strategy accordingly.
I use Fathom to track traffic analytics (same as Justin). Justin also uses short.io to shorten the links and add the UTM tags.
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