As the saying goes, if a tree falls in a forest, and no one is there to hear it, does it make a sound? The same philosophical point can be made when discussing content marketing. The best, most insightful piece of content does your business no good if no one actually sees it.
So, how do you generate and then “distribute” your shareable content? The answer is twofold: you need to look at the content itself and the ways you’re promoting it.
What Makes Shareable Content?
A lot of people have written about the types of content that become shareable, and most agree there are similar themes. Shareable content is:
Entertaining. Content that makes us laugh, surprises us, or excites us is more likely to be shared. A study conducted by Ipsos shows that 61 percent of online sharers share things they find interesting, 43 percent share things they find funny, and 29 percent share unique content.
Informative. People love to share articles that have practical value. Another study by the NYT Insight Group found that 94 percent of people consider the usefulness of a piece of content before sharing it.
Engaging. Sharing content is a way to connect with other people who have the same interests as you.
In other words, you need to think about your audience when you’re creating content. It’s the old rule of advertising–your audience wants to know “What’s in it for ME?” Start by answering that question, and build your content from there.
How Does Content Get Shared?
Creating the content is only the first step. Now you need to get people to pay attention to it. The way you choose to “distribute” your content can have a strong effect on how it gets (or doesn’t get) shared.
What works for you? Look at the content you’ve posted and analyze which articles got the most attention. Where they funny? Did they teach your audience something? It seems obvious, but focus on the type of content that gets you the best results.
Rifle, not shotgun. Many people post their content as widely as possible, on every social media platform, assuming more is better. However, if your audience isn’t on that platform, you may be wasting your time. To use a very broad categorization, B2C marketers tend to focus on Facebook, while B2B marketers use LinkedIn. More specifically, there may be forums or groups devoted to your particular audience, and you may get better results by locating those and posting there. Locate influential people in your industry and target them with your shares–they can help boost awareness for your posts.
The right timing. Posting your content at the wrong time can guarantee obscurity. E-mail marketers recognized years ago that putting an e-mail in someone’s inbox at just the right moment increased the chances that it got opened and read. The same is true for social media–figure out what posting times get you the best sharing results. Also, stay on schedule and be consistent with your postings–we’re all creatures of habit, and regular posts reinforce your message more effectively.
Build Your Audience
Spreading your content makes you a recognized authority in your field and ultimately increases awareness of your business. In other words, shareable content stands out. If you need help in developing content that doesn’t fall silently in the forest, contact On Target Web Solutions at (407) 830-4550 or www.ontargetwebsolutions.com.