Is High Content Engagement Worth the Price?

The reaction to my last blog post caught me completely off-guard. As a marketer, I am far from perfect — and like nearly all of my readers, have an opinion or two on most every topic. But I was unprepared for the wrath that some readers heaped on me and my blog last month.

KellyAnne ConwayThe reaction to my last blog post caught me completely off-guard.

As a marketer, I am far from perfect — and like nearly all of my readers, have an opinion or two on most every topic. But I was unprepared for the wrath that some readers heaped on me and my blog last month.

I admit the headline was created as a humorous attempt to compel clicks. And I set the stage for my story with a link to a video that was inadvertently omitted from my post … and that video was a basis for the point I was making.

It probably didn’t help that an editor added their own “commentary” at the beginning of my post, which probably added to the controversial reaction. But all that said, my blog was about the horrible customer service I had received at Samsung … and since customer service is the No. 1 focus for marketers this year, I wanted to share a “what-not-to-do” case study.

For the record, I am not employed by Target Marketing. I am an unpaid guest blogger. So for those of you who demanded I be fired, you’re out of luck.

To be fair, I don’t believe I was on a political soap box … and it was not my intention to make the post political. My assignment, as a blogger, is to share my experiences (good and bad), my 30-plus years of marketing knowledge, and my marketing insights. While some of the comments stung, I am respectful of the opinions of my readers. What felt disingenuous were the attacks by anonymous “bloggeratti.”

The bottom line is, I enjoy the discourse. While we may not always agree, I always enjoy an honest and forthright discussion on marketing challenges, successes and failures.

That said, the engagement level last month was higher than usual — but was it worth it? I’ll get back to you … I’m still licking my wounds.

Author: Carolyn Goodman

A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.

5 thoughts on “Is High Content Engagement Worth the Price?”

  1. @Carolyn When we elect a “troll” to be our president, it seems to give everyone permission to be a “troll.” Sad times and use of social media. What can you do to help someone, make their lives simpler and easier?

  2. @carolyn I just went back and re-read the post. I thought it was funny and have had similar experiences with Verizon, unfortunately, so I could definitely relate. Sorry you got hate mail, I guess as Tom Smith mentions, in this political moment, we shouldn’t be surprised. Thanks for the article. Let us know how you resolve the dilemma…

  3. As a generalization, I’m a reader of quite a lot of content from Target Marketing, and find useful tidbits often enough to open the emails almost every time. This new blog post was completely under my radar, and would have remained if not for my response from your previous post referenced. Most of the initial comments appear to be drawn completely along what appear to be political lines. In retrospect, it’s obvious that the headline was created as clickbait, but me, personally, did not see it as such. As far as a marketing tactic, the headline on the email was made to draw me to the post, as well as the lede in the email body, and as such, was extremely effective. But, as you are aware, we live in interesting times, and are living in an extremely volatile political climate. I’m not a fan of KAC or Trump, but I’m even less of a fan of clickbait in my professional journal subscriptions. I went back and reviewed several of your articles and respect your marketing views on several subjects. And the article referenced reminded me of Denny Hatch’s Last Word pieces, opinion-based and long on metaphor. I really looked forward to Denny’s back page when I read print. For my two cents: If you want to appeal to more than just a niche of your readers, keep your marketing insights coming, just don’t use the same tactics as the partisan media.

Leave a Reply to Danielle Brooks Cancel reply

Your email address will not be published. Required fields are marked *