Ghosted: What’s a Content Marketer to Do When Your Audience Goes Silent?
The all-encompassing digital takeover has completely changed the way we communicate and interact as people. Naturally, in our professional realm we tend to tie this back to marketing, but the reality applies to just about every aspect of human relations. This includes dating and courtship, of course. The terms of engagement (so to speak) have transformed wildly. Whereas romance still can and does sprout through chance meetings, or encounters at the bar, or mutual college friend circles, it’s increasingly common for these fated connections to take place through online matchmaking sites and dating apps. (I would know — I’m marrying an amazing gal this weekend who I originally met on such an app!) We can tie this trend back to marketing as well. Last year, our Annie Leuman shared integrated content marketing insights drawn from the world of online dating. Today, I’m a little more interested in the content marketing implications of a specific element of this new playing field: ghosting.
What is ‘Ghosting’ and How Does It Relate to Marketing?Ghosting is defined as “the practice of ending a personal relationship with someone by suddenly and without explanation withdrawing from all communication.” (Yes, it’s actually in the dictionary now.) Technically this is a behavior that can be traced back decades and centuries, but it has really risen to prominence at a time where achieving radio-silence — via text or messaging app, with fewer mutual acquaintances in play — is easier than ever. via GIPHY Here’s the thing about ghosting: it sucks. I’ve been on both sides of it, and I’m sure many people reading this have too. Most often, folks engage in this practice because — when you’re not really feelin’ the vibes — it can feel gentler to simply disappear and move on than to explain your detachment directly. But the truth is that ghosting is actually more cruel than the alternative. As Psychology Today puts it, “The opposite of love isn’t hate, it's indifference.” “Ghosting gives you no cue for how to react,” adds the PT article. “It creates the ultimate scenario of ambiguity. Should you be worried? What if they are hurt and lying in a hospital bed somewhere? Should you be upset?” As a content marketer, even if you’ve never been ghosted in personal capacity, you probably have experienced the phenomenon in your work. Blog traffic has inexplicably dropped. Your social media accounts have stopped receiving engagement. People aren’t opening your emails anymore. It’s upsetting to see the numbers take a dive, but all the more so when you can’t diagnose the cause. If readers were sending you angry messages about how you’re overloading their inbox with newsletter frequency, or posting totally irrelevant tweets, it might sting a little but at least you know what’s up. For those situations shrouded in paranormal perplexity, let’s pull out our P.K.E. meters and do some ghost-busting. via GIPHY
Don’t Get Spooked: How to React When Your Audience Ghosts YouA sharp decline in traffic or engagement can be as upsetting any unreturned text message. When you can’t identify the reasons behind such a drop-off, it’s like sitting in limbo. Here’s a look at four common scenarios where your audience may have inexplicably gone quiet, and what to do about it.
Blog Visitors or Comments Have Taken a DiveYour blog was cruising along. Your analytics dashboard showed a steady flow of visitors, and your content was even compelling a healthy amount of feedback from readers. But lately, the traffic has been consistently down and you’re not getting any comments. What Might Be Happening
Organic Search Traffic Is Trending DownThis is a digital marketing KPI for most companies these days. Whether to your blog, your home page, or other prioritized assets, organic traffic is extremely valuable because it is so cost-efficient — when you have a fruitful strategy in place, you are driving a steady stream of (relatively) targeted inbound visits that you don’t have to pay for directly. So needless to say, when you see your organic traffic charts declining or stagnating over multiple months, it can set off some alarm bells. What Might Be Happening
Social Media Engagement Is Drying UpSocial media channels present an opportunity to engage with your audience directly and authentically. When the engagement with your brand stops however, this community of more than 3 billion people can start to feel very lonely indeed. What Might Be Happening
Emails Aren’t Getting Opens or ClicksIf someone unsubscribes from your email list, at least they’re making a definitive statement. It’s like receiving a text that says, “I’m not interested anymore.” They might not give a specific reason, but you can look at the timing and circumstances to form your own deductions. When people just stop opening or clicking, though? That’s more mysterious. What Might Be Happening
Reignite the Spark and Engage Your AudienceIn dating, getting ghosted is usually an indication that it’s time to take the hint. In content marketing, this is not necessarily the case. As we’ve established, there is a wide variety of reasons why your traffic or engagement might’ve dropped off. They’re not out of reach, nor are the solutions. Need the resources or expertise to win back your audience? An SEO audit can uncover opportunities to optimize your content marketing efforts. Stay tuned to the TopRank Marketing Blog for insights from Content Marketing World 2019, where our CEO Lee Odden and Senior Director of Digital Strategy Ashley Zeckman are presenting on boosting your content marketing fitness and scaling influencer marketing, respectively.
The post Ghosted: What’s a Content Marketer to Do When Your Audience Goes Silent? appeared first on Online Marketing Blog - TopRank®.
via Hubspot https://ift.tt/2wiHYzh
September 4, 2019 at 05:33AM