Content that gets shared is high quality and offers excellent information but it will be worth NOTHING if it is never seen and spread out to the rest of the world. Who wants to create the most amazing content just for the fun of it and no one ever puts eyes on it?
Well, your answer obviously will be “not me!”. We all expect that because we love what we create, everyone else should too.
And though many of us strive for perfection, at times we may fall short of it. This is the part of marketing that every one of us experiences. Creating content that gets shared is the ultimate win.
Even if your post or content does not go viral, it doesn’t mean that it’s not worth your effort. You need just a continually tweak what you write until it gains momentum.
One day I was so frustrated looking at my Facebook Page insights. I knew I had been putting out high quality content – the kind that took time and heart. But for some reason, my reach kept declining.
It almost made me throw up my hands and say, “Forget it. I’m out. Bye Facebook!”
But I stuck with it, and the more consistent I was at staying true to my topic and putting out great content, the better my reach improved.
So you ask, “And what is this thing that can be done for my content to spread on the internet?”
In Yoda-style I will say to you, “Continue to read, you must…”
1. Know who you are writing to – Getting to know who your subjects are, what they want, their needs, and their current pain points will make your writing much easier. Addressing their needs and giving your readers real solutions they’re looking for will enhance the value of your content.
2. Get better at segmenting your audience – Your readers possibly fall into several different categories. For instance – age, gender, tenure in business, interests, and location may be different, hence their needs as well. Having these varied needs and different levels of knowledge means each category, or segment, may require its own content to address their needs. Clear segmentation helps you develop content offering more value to each group and they will welcome your attention. Try creating “brand personas” to identify your prospective readers.
3. Make sure your content is clear and to the point – If you want to write content that gets shared, don’t focus so much on how knowledgeable you are. Instead, develop content that is easy for your target audience to read and understand. Keep it clear and concise while avoiding repetition.
4. Help them know what to do – When you create content that teaches your readers the ‘next steps’ they can take towards their solution, they will find it much more valuable than lecturing. Certainly, you can build credibility by sharing opinions, but be sure the person on the other end knows how that opinion applies to their list of things to do. For instance, whenever I share a Feature Friday video, I tend to think about – “What do they need to know? And what does this mean they should do?” Having takeaways makes it much more likely your content will get shared.
5. Include stories and testimonials – We live in the age of social networking and in our networks, or circles of influence, we pass around stories that demonstrate results are possible…”if it can happen for them, it can happen for me”. Try to leverage great stories in your content to explain how you have used your expertise for the success of your business, or better still, collect testimonials and stories from your prior clients that share how they have benefited from your product or service.
6. Back up your content with proof – Add to the credibility of your content so people feel more safe passing it on. No one wants to be accused of forwarding fake news! Create content that gets shared by including relevant statistics and links that support what you’re writing about. This is probably why people like sharing infographics. They tend to engage more with content that is perceived to have proven concepts and facts. You don’t have to use lots of numbers and boring text-based metrics; use images, charts or graphs to break down complex information into smaller, snack-size bites.
7. Entertain your readers – Just because your content may offer something useful doesn’t mean it has to be serious or boring. Think of ways to make what you share sexy and fun. Sharing advice on how to get over the grieving process? Try sharing a picture of an infant having a dramatic cry with a title like “Having a bad day? Here’s 5 steps to getting past your grief”.
Of course, with every one of thesetips you need to consider your audience, but the point is – keep it interesting if you want to deliver content that gets shared. And don’t give up! You can build momentum and interest by consistently sharing great content people find meaningful.