Engagement is the holy grail of content marketing. But it may not always be what we think.
I remember hearing an influencer say that her “metric” when writing posts was that she wanted someone to comment and say:
👆THIS! 👆
If she got a comment like that (or more than one) she knew she’d done her job.
She measured her success by engagement — but not just any old engagement, not just views or likes, but an expression from someone that she had touched them, that she’d touched a nerve, that she’d touched something …
