I received a few emails from a content services vendor this week (Here’s a suggestion…did you get my email… have you read my email…) and after getting over the initial annoyance of a rookie PR gaffe I decided to look into the suggestion while I made coffee. My response is this blog post.
The vendor was Venngage which has a nifty online tool for creating infographics for distribution on digital media, and competes with dozens of similar online tools. The offer was a very long white paper on engagement that, to their credit, had no blatant push to buy their service, but it wasn’t completely subtle. The premise of the white paper is “content that people share is a good thing.” In fact, if anyone from Venngage sends you the link to the paper, I just saved you a who lot of time because you don’t have to read it now. That is all it says, but with lots of statistics before they get to the point.
It’s true that a metric of content engagement is, in fact, how many people in your audience share your content. For a company like Venngage, creating sharable content is an important metric, which actually denudes their white paper of all subtlety. That being said, sharing is a not a great metric of the value of your content, no matter what the statistics say.
A recent study by Colombia University said almost 60 percent of content shared on social media is not actually read by the people sharing it. They look only at the headline and if it creates a gut reaction (positive of negative) then it gets shared. The problem is that the most common SEO practice is to create emotional headlines that often have nothing to do with the content that follows. The headlines are heavily salted with phrases line “will blow your mind” and “you won’t believe what happens next.” For infographics, if you are among the majority of people that doesn’t actually read shared content or, even worse, taken in by fake news this is problematic. As a result, many infographics shared are full of sensationalistic, inaccurate and down-right false information being spread throughout the digital world.
This results in two outcomes: misinformed people and people who are angry at you for spreading disinformation. In the former group, these people are not making a conscious decision to do business with you. If those people do any sort of fact-checking they become the latter group because they are pissed off about being lied to, even though that was not your intent. This practice rarely results in revenue for you, which is the stated goal of content marketing, and it destroys your reputation.
There are only two metrics that truly matter in the area of content marketing: (1) How much time do they spend on your content and website and (2) how many end up asking for a proposal. Everything else is interesting but not important. You can have a brilliant infographic that gets shared and re shared hundreds of thousands of time, but if they spend no time actually considering that information and if they never end up buying your service or product, that infographic is completely useless.
It is more important to get one paying customer than 100,000 shares or content that no one reads. It takes time to build a relationship and relationship is engagement. So before you invest in tools and gimmicks for social engagement, focus on the quality of your content first. There are no magic beans.