It might seem silly to think of The US Supreme Court as being in the Content Marketing business. And I sure do hope that Supreme Court Justices don’t ever really ask themselves questions about this stuff. But recently The New York Times pointed out a problem with Supreme Court Influency that will become a big problem for your business if you imitate it.
There are a lot of broken Internet links in Supreme Court decisions.
With any luck, there are people somewhere on the staff of The Supreme Court that care about this, and given that the highest court in the land doesn’t really issue all that many rulings maybe there’s a chance that the 49% of broken links might be cleaned up one day. But if all those bad links are viewed as merely a nuisance that folks who are looking for information can and will just have to find a way around, then the links will stay broken and the rest of us will just have to live with this example of Influency defeated.
The legal system—and the Supreme Court in particular—have shown a remarkably uneven understanding of the myriad change going on around them. On the positive side it was great that The US Supreme Court overruled the Supreme Court in the State of New Jersey on privacy, but this ruling on business process patents makes so little sense that just thinking about it makes my head hurt. It all reminds me of why I’m not an attorney.
But none of that is what matters to most of us, most days. With everything being linked to everything, we’re all busy making sure we build Influency by keeping our content alive and growing. I wrote about one element of this a few months ago: we copy, store, and link to content that we refer to on other web sites, because otherwise the completeness and accuracy of what we speak about here would be at the mercy of the other sites and all of their service providers. Is that kosher from a copyright standard? Probably. Maybe. I hope. Intellectual Property is a too-complicated subject. We know, we consult on it.
Regardless of how The Supreme Court handles its internet presence you can’t practice this brand of broken Influency. Google won’t like it, and then people won’t find you, and then Google will dislike it a bit more.