Is your content campaign a success? How do you know? If you are basing your assessment on shares or likes, then you may want to look a little deeper. There has been evidence released, which points to a strange phenomenon. Essentially, people will often social share or like something without really reading it. When this is happening, you have to wonder how much your content is really worth. If your intent was simply to spread brand awareness, then congratulations, but we think that you should stop and consider the read-through-rate (RTR) of your piece.
You are not alone in your assumption that lots of sharing means that the post was a smashing success. Others will assume that the click-through-rate ascertains the success of the campaign. Yet, there is more to the story. Reading the headline, clicking through, or even reading the first few lines of the story is great, but what is the person walking away with? Was your message so immediately clear? Is this a piece that is going to stick with the person? Does it really have any sort of longevity if people aren’t even reading it?
These questions and more are the reason for gauging read-through-rate. When a person actually finishes reading the article or watching the video, then it is obvious that he or she appreciated the content. That says a great deal. When people aren’t hanging around to read through the whole piece, you have to wonder if you are missing your target with the content.
Basically, if the RTR says a great deal. This figure, alone, can be a great indicator. If the RTR is poor, then it is time to consider the other metrics. Why aren’t people reading? Are you not getting enough to click through? Then, perhaps you need to rework your titles. Are you not reaching enough people? Then, you might have to reconsider where your audience resides. Are they stopping at the end of the first paragraph? Then, maybe it is time to consider your writing style. It could be that you are writing too technically for your audience. Or, you may have more grammar and spelling mistakes than a person can overlook. Maybe your titles are misleading and the content wasn’t what the person was seeking in the first place.
If you can improve RTR, then you know your message is being heard.