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10 reasons why people don’t care about your content

January 15, 2013

In my current position, I get to watch people make the claim that they want to be content creators. They want to start a blog, or a Facebook page, they want to “spread the word”.

So they start something. And they call me to spread it, because I do social media things, and most of the time they want to use social media things to spread the word.

I usually sit with them and talk about the words they want spread. Strangely, even though many people like images and sites like imjur and Reddit are exploding because of images, they rarely want to “spread the image”.

I don’t tell them the things I’m about to tell you, I use much different language. But this is the gist of it. Here are ten reasons people don’t care.

1. You aren’t targeting the right people. This one is actually quite simple. When people say they want to spread the word, I ask to whom? What people? If you don’t ask what people, people who accidentally find your site through some sheer force of you posting a lot will leave because they weren’t ever the right people.

2. The right people don’t care. When spreading the word, the word has to be something worth spreading. The message needs to resonate to the right people or your wasting your time.

3. Someone told you to post once a day or once a week. See, here’s the thing: you should post when the content you post resonates to #1, ergo #2. If you post for the sake of it, you’ll make Google happy, but then you’ll just attract more of the wrong people. And your traffic will look big but not full of people coming back.

4. If you’re doing it on Facebook, 70% of the people who like your page don’t care because they don’t see it. That’s right, a post goes to about 30% of your ‘likes’. Sometimes it is more: we once had a post go to almost double the amount of people who like our page. It went viral! Did I mention that happened once? Yea. Good times.

5. It is even less if you’re doing it on Twitter.

6. Back to Facebook: lets say someone in the 30% sees your post, it is surrounded by cute pictures or personal posts from friends. It is doomed to be seen but not seen. I like Facebook for certain things, but not for “spreading the word”. Incidentally, Facebook should be about “spreading the image”.

7. You focus on SEO and not people. SEO should be called search engine optimization for the people who want to see my content. SEOFTPWWTSMI is way too long. So it is SEO. And you do headlines and pepper your posts with keywords to be found. This impacts #2. Unless it doesn’t. It doesn’t have to. Nail #2 and you’ll nail SEO.

8. Use more pictures than words. Not because people don’t read, because images and moving images look better on mobile technologies. People read. Ask the New York Times.

9. You’re not the New York Times. You’re not a professional writer so write short. Get to the point. Use short sentences that get to the point. The point? I’m not a professional writer. This is the longest my blog posts should be. There probably should not be a #10.

10. Instead of creating something new, find content about your thing and engage with the person who created it. Unless you’re really awesome, there is someone out there doing what you want to do, and they’re doing it better. Find them. See if you can find ways to get their content on your site.

Good luck.


One Comment leave one →
  1. January 23, 2013 4:19 pm

    Great observations Matt

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