Content Amplification: Why You Can't Build Relationships Based on Deceit
It's time to take a new approach to content amplification. I don't know about the rest of you, but I'm getting pretty fed up with clickbait and misleading headlines just so that someone can make a few cents off of my clicks. When I read an article online and get to the end, I want the recommended stories to actually pertain to what I'm looking for. There's nothing worse than clicking on a spammy headline only to be brought to a spammy website with spammy content. Is that what content amplification has come to?
As content marketers, it's our job to get more eyes on our content. So it makes perfect sense that marketers will do just about anything to get someone, anyone, to click on their material. Clickbait, sensational headlines, and weird images entice people to click on the subject matter. But is tricking someone into clicking onto your content really valuable? Sure, you've managed to get more eyes on your content, but if you had to mislead your audience to get them there, are you really winning?
The truth is, content marketing is NOT about getting lots of traffic back to your website. It's actually about building relationships. With content marketing, we create content → amplify content → get discovered → develop relationships. You certainly can't build relationships based on deceit, so stop tricking your readers into discovery!
In order to build relationships with your customers you need to offer them value. We do this by creating content that is inspiring, educational, entertaining or informative. As we all know, the act of creating content is simply not enough, however.
With over 2.73 million blog posts published daily, lots of people are competing to get their content seen. As a matter of fact, by 2020 there will be five times more content on the Internet than there is today. The Internet is flooded with content and chances are that any topic you can dream up, has probably already been written ten times over. That being said, marketers must amplify their content to stand-out from the rest.
Therein lies the problem. In the race to stand-out from the rest, marketers have resorted to just about anything to get their content to stand out. Again, clickbait, spam, sensationalism, whatever they can do to attract attention to their message. The result? Websites littered with spam, consumers upset that they've been tricked into visiting a landing page and an overall diminishment of the Internet itself.
While content marketers need to amplify their content and promote it online, they also need to find a balance between drawing attention and being transparent with their messaging. People want to discover good content online, not junk or spam. They also want to know what they are getting when they click on a headline, as opposed to being tricked.
If the goal of your content marketing efforts is to develop lifelong relationships with your audience, remember that good relationships start with honesty and transparency. You really can't expect to develop a good, trusting relationship with someone through deceit. That being said, your content amplification strategy should focus on being transparent with your message. If you've truly created good, valuable content and you amplify that content on the websites that your audience visit in a transparent way, they will discover it. Not only that, but they'll appreciate the valuable content and the professional way it was presented.
Believe it or not, people are looking for high-quality content. When you provide them with that content in an honest way, you begin to build good, engaging relationships. And it's through relationships that the "Buy" button gets clicked, not trickery.