The difference between traffic and audience

Jeremy Bencken is the co-founder of Written.com, the audience development platform for content marketing. A small shoe store in Austin, Texas runs the most powerful publishing empire in the multi-billion dollar athletic shoe market. NiceKicks.com is read by 3.7 million unique visitors per month, according to its publisher, Matt Hafhill. Unlike a typical blog where readers view one or two stories before departing, visitors to NiceKicks.com view over eight pages per visit on average. And the site has a bigger social footprint than startup-famous tech companies like MapMyRun, Dell, and RetailMeNot. NiceKicks has traffic, certainly. But more importantly, it obtained...



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