… and no one is there to hear it …
You’ve heard the question that’s been around for centuries: “If tree falls in the forrest and there’s no one there to hear it, does it make a sound?” Do you know the answer? Let me rephrase the question into our online world: “If you post content online and no one is there to read, does it make an impact?”
Back to the tree. The correct answer—at least according to quantum physicists and philosophers—is “No.”, since sound is defined as our sense of hearing translating the disturbance in the air, caused by the falling tree, into sound. Ergo if no one’s around there’s no sound.
Fast forward to today. We all create content, be that as simple as a Facebook post or Tweet or as complex and a blog series or a pod cast. How do you figure out what kind of disturbance that content is creating, if no ones listening? Do you measure the impact of your posts falling in the online forrest?
… does it make a sound?
“Everyone is creating content” you say “so am I not doing the right thing by writing the occasional blog post, posting a picture on Instagram once in a while and saying something on Facebook?” I interviewed a long time blogger friend of mine a few weeks ago and asked him, if it’s important to blog. “Don’t blog” he had said “if you don’t have anything to share.” But you say I DO have something to share, ok so answer me the real question: Is it effective. In order to figure that out you need two things:
- You need to know what you’re trying to achieve (who you audience is, what action you’d like them to take, …)
- You need some kind of measurement (How many the people your targeting are consuming your content, …)
I’m not gonna talk about what your web content should achieve, other than to say in the end, it needs to translate into sales for …