Creating content is a huge part of your digital marketing, yet most of it’s a waste of time.
Did you catch the “Content, Shares and Links” study from Buzzsumo and Moz? It examined 1-million blog posts. Two alarming findings include:
- Over 50% of posts earned 2 or less Facebook interactions
- Over 75% achieved zero external links
The report’s author, Steve Rayson, writes, “The majority of content published on the Internet is simply ignored when it comes to shares and links. The data suggests most content is simply not worthy of sharing or linking, and also that people are very poor at amplifying content. It may sound harsh but it seems most people are wasting their time either producing poor content or failing to amplify it.”
Once more for emphasis: most people are wasting their time.
That is harsh—and definitely worth trouble-shooting. It seems safe to say the factors behind unsuccessful digital marketing campaigns can be vast. In this post, I’m going to explore the reasons that stand out to me, especially on the content marketing frontier where so much time is invested. Get to the point >>