I’ve previously mentioned that content, in and of itself, has no value. It’s a means to an end and that end is to build an audience.
But, as I’ve mentioned, it’s not just “audience” that matters. It’s more than that. This week, I shred the metrics that most marketers use to measure the success of their audience development efforts: Attention and Engagement. Both, as she proves in the video, are pretty worthless as well.
So, then, what DOES have worth? You’ll have to watch the entire video, I’m afraid.