Sometimes when you are blogging, it can feel like you are spinning words into a vacuum and no one in the world is actually interested in what you have to say. This can be especially true for lawyers because, let’s face it, what we have to say simply isn’t as likely to go viral as the latest puppy video. But click rate and page views aren’t everything. The bigger question is how long people stay.
Tony Haile, CEO of Chartbeat, a company that measures real-time traffic for websites recently tweeted, “We’ve found effectively no correlation between social shares and people actually reading.” Particularly when it comes to Twitter, the number of shares and retweets does not correlate to longer stays on the website. That means people are actually tweeting articles that they haven’t read.
But it also means that people are reading articles that they aren’t sharing. Remember, social media is only one of many online avenues to your blog. Your most engaged readers probably did not stumble upon your article in their Facebook news feed. They probably found you through Google, Bing, or some other search engine because they are looking for just the information you are providing.
That is not to say you should give up on social media. Some of those casual clickers may find something that tickles their curiosity and become regular subscribers. Others may stumble upon something that helps someone they know. You never know exactly where your next big client will come from.
As you hear so often in marketing, it really is a question of balance. Make a point to keep your blog accessible for those people who click, scan, and share by using a captivating summary paragraph to start and concise section titles or bulleted lists. These strategies will help casual readers understand what you’re writing and encourage them to share.
At the same time, keep your content authentic and give real information so that your deep readers are engaged all the way to the end of the page. Then they, too, could share what they have read or take up your call to action and contact you for services.
Social media has been made to seem all about scope, but content marketing is really a compromise between breadth and depth. Take care to respect that balance and you will find that people are actually reading your content, not just giving you a quick “like” or retweet and moving on.