Today I’m going to explain that not all content is created equal … that there is a certain kind of content you MUST have in your marketing strategy. But first, I need to tell a story.
Several years ago I became interested in a company called Klout. They developed algorithms to assess the massive amounts of free data on the web to try to determine an individual’s relative level of web influence, a radical idea at the time. This was long before “influence marketing” was a thing and I called this new trend “social scoring.”
I wrote a post about it and it went viral. It was shared thousands of times and attracted 173 comments, many expressing disbelief that a company could do this.
Any way, about three weeks after I wrote this post I received a call from a reporter from the New York Times. She was doing research for an article on this new trend of influence marketing and found my article through a web search. She wanted to interview me for her paper. I was in a bit of shock but obviously agreed.
Her article featured me four times and was syndicated, meaning it appeared in newspapers all over the country and all over the world.
What’s the point of this story?
First — as you know by now — that there is only value in content if it “moves.” If my article had not received any attention from my readers, it’s unlikely the reporter would have found it on search. There was no inherent SEO value in my original post — I had invented the term social scoring — so the web activity alone led the reporter to me.
But there is a bigger lesson here.