"Engagement is simply an excuse for an unwillingness to sit down and identify why a site exists." -Avinash Kaushik, Google's digital marketing evangelist
Creating engaging content is a nice-to-have, first-step goal, but engagement alone isn’t going to move your brand forward in what is now a sea of content. Engagement is a goal; it shouldn’t be the goal. Engagement simply means people noticed your content and interacted with it in some, typically small, way.
In five simple steps, competitors can kill your engagement strategy:
- Visit your website and see which content is doing well: See the Facebook, Twitter ands Google Plus number, and that gets them to thinking...
- They go to Google, do a site search and see what your top-performing content is. Then they tell their copywriting staff to take this idea and expound upon it — more details, richer graphics, etc.
- Then they use a tool such as Open Site Explorer to view your site's backlinks to see where they are coming from and what content is getting the most links.
- They’ll reach out to those same brands and say, “We see you’re linking to this content. We created a similar post that has even more details." They’re likely to add the competitor's link, but they’re just as likely to unlink to your content.
- Your stellar content piece is likely to take a tumble in the SERPs (search engine results page) and your site will miss out on traffic.
Read the full article at: moz.com
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