> ## Content Index
> Fetch the complete content index at: https://kelfordinc.com/llms.txt
> Use this file to discover other available public pages before exploring further.

# Null is not “no” — Kelford Labs Daily
- URL: https://kelfordinc.com/null-is-not-no-kelford-labs-daily/
- Published: 2026-05-27T11:06:28.000Z
- Updated: 2026-05-27T11:06:28.000Z
- Description: And the numbers don't matter.
- Author: Joel Kelly
- Tags: action, anxiety, content, Daily Labs, decision, fallacy, goals, linkedin, measure, optimization, popular, reality, signal

How do you track your content marketing results?

Most people track platform stats: Likes, comments, shares, subs, opens. But few track actual leads.

**Why? Because perfect marketing attribution is not just an unsolved problem, it’s actually *unsolvable*.**

To know for sure that your marketing is working *on* a buyer, you’d have to be able to peer *inside* a buyer. Into their mind and decision-making process.

Which would be so invasive as to backfire.

**So we have to be content with only finding out if our marketing worked when it’s “too late.” Because trying to know too early takes us down the wrong path.**

It incentivizes adjusting, changing, and spinning around in circles trying to game a number you have [next to no control over](https://kelfordinc.com/if-you-hate-what-you-post-can-it-work-kelford-labs-daily/).

Because the number of Likes you get on your LinkedIn posts has *nothing to do* with the number of leads you get.

And getting *no response* on a post does not mean you’ve gotten a *no* as a response. It might actually be an invisible *yes* coming your way, just without an external signal.

My most popular posts on LinkedIn, ever, each received *hundreds of thousands of impressions*. And you know what they got me? A handful of spam bot followers.

**My *least popular* posts have gotten me real newsletter subscribers.**

Because to get a ton of impressions all you have to do is create some short-form videos about some trending topic and the algorithm will shove it into everyone’s feeds.

But if you want people to subscribe to your newsletter, you’ll need to include a link in your post, which LinkedIn will downrank. But at least it allows the few people who *do* see it to actually *do something with it*.

**So if your business is growing and you’re getting leads, conversations, DMs from your content, stop worrying about the numbers *other people see*.**

And focus on what they don’t see, and you *can’t* see:

**The buyers currently deciding to work with you, because you gave them content they cared about.**

---

[***Kelford Inc.***](https://www.kelfordinc.com/) ***is the marketing team that’s never at a loss for words. If you’re struggling with what to say and where to say it to attract ideal clients,*** [***we’ll show you the way***](https://kelfordinc.com/contact/)***.***