Three creative ways to produce content that’s shareable
Content is one of your most precious assets. It’s what brings traffic to your website. It’s what compels visitors to take action once they’ve arrived. It’s what entices one-time customers to become repeat clients.
Since it is such a valuable commodity, content that gets shared becomes priceless. But figuring out what motivates people to share content can be hard to pin down.
Give these three tips a try.
Check out the competition. What are your competitors writing about? Which businesses in your industry are receiving the most traffic? For competitive intelligence, try Alexa, Ghostery, SimilarWeb or Quantcast, all of which have free versions along with more robust paid models. Examine the top-performing content of your rivals and see what you can improve upon or add.
Hook them with the title. The title is often the only thing users see as they scroll through their social media feeds or browse their email newsletters. If the title doesn’t grab them, it won’t matter how great your article or post is because it’ll never get read. A great title can even motivate people to share or retweet without reading the actual content first. When drafting your title, keep your ideal reader in mind and think about what would connect with them.
Variety is the spice of content. Boring content doesn’t get shared, so make sure you’re switching things up. A good content mix is key. Post links to interesting articles, share infographics or image quotes, go live with video, run a contest, host a Q&A, solicit feedback. The possibilities are endless, which makes the content endlessly shareable.
You put a lot of work into your content, so why not get the most out of it. Making it inherently shareable will help it get in front of the greatest number of people, which will build your audience and brand awareness.
Four content marketing mistakes to avoid
Content marketing is one of the best long-term marketing strategies for businesses. But unlike some other forms of online marketing, content marketing can be somewhat trickier to grasp. If you’re just starting out with your brand’s content marketing strategy or you’re simply looking for areas to improve what you’re doing, check out these four common content marketing mistakes to avoid:
Irregular activity. While you’re building an online audience, you’ll want to stick with a consistent posting schedule. Avoid posting three to five days a week and then going silent for a week or more. Provide reasons for your audience to remain tuned in with regular updates and quality content.
Blatant keyword stuffing. Keyword stuffing is a common problem among SEO beginners who try to include as many keywords as possible in an article to get their content seen in Google searches. There are several negative consequences of overloading your content with keywords, including penalties from Google (e.g., ranking your content lower than other, more naturally written and useful content on the same subject) and lost interest from potential readers who view the content as less valuable and too sales-y. Limit your keyword density to an appropriate range (0.5%-2%) and stick to 2-3 different keywords instead of stuffing in 7-10 keywords multiple times.
All Text, No Pictures. For B2C content especially, including pictures can work wonders for increasing audience engagement. Online marketing research has repeatedly proven that posts and articles with photos outperform text-based articles because audiences are drawn to eye-catching visuals and are thus more likely to continue reading than if they were confronted with a huge block of text.
No Cross-Promotions. Even if you have a fairly well-established website with a steady stream of daily visitors, you’ll be missing out on a much larger audience if you don’t actively promote your web content on social media and other blogs. Many people rely on social media — especially Facebook and Twitter — to get new updates from their favorite brands, and you also could access new audiences by guest posting on other blogs. Don’t assume your keywords are enough to maximize traffic to your web content. Instead, promote your content multiple times across social media platforms to get more views and engagement.
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