Content marketing and content sharing are some of the most effective strategies you can use in your small business to establish your authority, become a trusted resource, and build your brand.
Quality content is a powerful marketing asset for your business, well worth the investment of your time, effort, and budget. But when you commit to crafting top-notch content and it seems like nobody’s reading it, it’s easy to get discouraged.
For your content marketing efforts to benefit your company’s bottom line, you’ll need to increase your reach and expand your audience. Some growth will happen organically over time. However, intensifying your content sharing push is a critical key to your content marketing success.
Getting more of your content shared and endorsed by people who appreciate it can forge significant headway towards reaching your marketing goals.
Here are 7 tips to increase content sharing:
Create content with sharing in mind.
When you’re developing content, think about the reasons your audience might be motivated to share it. Is it something their colleagues, friends, or followers will find useful or entertaining? Will sharing your content make them appear smart, in-the-know, helpful, humorous, or inspiring? Is the piece something that would make them look good in some way, by association?
If the content you’re producing is dry, boring, and haphazardly thrown together, it’s not as likely to be shared as a piece of well-crafted content. Create with the goal of broader circulation, beyond your primary audience.
Consider the platform.
Each social platform and channel has its own audience with a unique set of expectations. Tweak the way your content shows up on Facebook, Twitter, Instagram, LinkedIn, etc. to fit the context. Even it it’s good, few people are going to share out-of-place content with the wrong look, feel, and tone. It’s awkward for everyone.
You can either create different content for various platforms or create one piece of anchor content and share it across multiple platforms. But either way, if you want people to pay attention and share it, you need to think carefully about how you present it.
Include relevant eye-catching visuals.
According to Buffer, visual content is 40x more likely to be shared than content without visuals. When someone shares content, not only is it something that obviously grabbed their attention, but it’s something they want others to see as well. Who wants to share something that’s likely to be ignored or overlooked?
If you want your content to be shared more, don’t let your visuals be an afterthought. Invest in imagery that stands out and gets noticed, and that people will feel confident sharing.
Write compelling headlines.
We all know people who share content without reading anything but the headline all-too-often. While that can be unsettling when it comes to current events and politics, the behavior does give you some insight into how people tick from a marketer’s perspective. Compelling headlines matter. A lot.
Your business is doing good work in the world; so use the power of strong copywriting to help your content get clicks and gain traction. Give them headlines they’ll want to share, even if they haven’t read.
Increase your primary audience.
If you want your content to be shared by more people, it has to be seen by more people first. Do everything you can to place your content in front of a larger primary audience; and if it’s good, there’s a greater chance that they will share it with an even larger secondary audience and beyond.
Start by improve your organic traffic with a solid long-term SEO strategy. On social media, expand your exposure by using hashtags and encouraging engagement. If your budget permits, pay for promotional campaigns, such as boosted posts, ads, and content distribution networks.
Also, don’t shy away from sharing your content more regularly with your existing online community–send emails that link to your content and recycle the same content repeatedly. Assume they missed it the first time around, and you’ll increase the likelihood that more people will see and share it the second or third time.
Make it easy.
This is an important step, but many people skip it. Social sharing buttons on your blog posts and in your emails should be hard to miss. For example, scroll to the bottom of this post, and you’ll see the social icons prominently placed, accompanied by the text, “Sharing is Caring!” If you’re interested enough to finish reading, with one quick click you can easily share this content.
You can also make sharing easy for your readers by including a pre-populated Click to Tweet option within the text. And if it makes sense for your business–particularly if you use multiple images within your posts–install a separate Pinterest ‘Pin It’ button to make sharing to Pinterest easier.
Finally, don’t forget to ask. A clear call to action can go a long way. Simply say something like, “If you like this article, ‘like it’ and share it with your friends.” If they truly enjoyed the content and you made easy for them to share, they might just follow your suggestion. If people like you, they love to help.
And remember: Sharing is Caring!
Need some assistance developing and executing a content marketing plan? Want to get more content shares? Give the team at Solamar a shout!