Tuesday, 26 June 2012
VUE CINEMAS: UK chain's Online Marketing Strategy Manipulates Film Bloggers
So you get an email from VUE CINEMAS, one of the biggest cinema chains in the country. And they want to publish an article on your blog. Amazing, right? Maybe you've finally made it as a blogger?
Unfortunately, no, this isn't the case. They're using you in a rather cynical way.
Companies used to pay for advertising. That was the old way, back when things were in print. Now they manipulate people online, for free.
What you might not realise about your blog, is how valuable it is, and how much Google likes what you're doing. The more you play by the rules, the higher up in the rankings you'll get, which means that more people will discover your writing.
These things improve naturally based on: the amount of years you've been blogging, the quality and relevance of your content, and the amount of people who link to your website.
Most bloggers have been approached by companies. Often they're mid-size companies that have nothing to do with your content. Like a life insurance company offering you $85 to link to their site. That's a choice you have to make -- do you need the money that badly? Is it worth compromising your site? When Google spots your film website linking to a life insurance website in every article, they know you're not playing the game right, and you'll soon find yourself disappearing from Google searches.
Vue Cinema are playing a very clever game. They're approaching bloggers and film websites with the promise of 'good content', in exchange for you linking to their website. However; this is purely a selfish act on their part; gaining links to their product, their website.
When people link to them; two things happen. 1) They eventually climb higher in the rankings, taking over their competitors. 2) Your site sinks down the rankings, because you're diluting your site's ranking by branching out to them.
You get nothing from this - and Myvue.com gets everything. Why does it matter, you ask? When enough bloggers and websites do what they want, they make hundreds of thousands in extra revenue. You get nothing, just a lousy and irrelevant article on your website.
Maybe it is love, as much as it can be, for somebody--
Somebody who sold you to Humble Pie for fifty bucks and a case of beer! I was there! I was there!
I was just about to share the email conversation that I had with the Vue team, who tried to get me in on this scam. But I just read the privacy notice at the end of the email, apparently if I share the content, I may be breaking laws. How convenient! But in my last email back to them, I wrote; "I'm happy to interview you on the website about how you think you are contributing good content to the net and film blogosphere. Shall we do it? Will be a good platform for you to present Vue and their brand through being open about your practices."
I got no response.
The film blog community has a great history of supporting itself, linking to great articles and to friends we make along the way. Keep it that way. Your website is important to people and it's valuable. Don't do the corporations any favours, they're doing nothing for you.
This article was NOT brought to you by Vue Entertainment.