Content marketing and social media marketing are two actively growing sectors of the marketing industry. Content marketing is a quintessential part of nearly every marketing initiative, from messaging and keywords on a website, to the word choice and language used in a blog post. Similarly, social media’s importance to marketing is also unquestionable, as it connects brands with their users in a method that is more personal than most other marketing initiatives. Any business plan, regardless of industry, will not be complete or nearly as successful as it can be, without the presence of these two channels.
Every marketer knows that content needs to be shareable in order for it to reach the most users, foster high conversions and ultimately generate conversions. To produce content that is frequently shared, consider the following tips throughout your creation process:
Imagery Is Important
Using visuals to support written content is a highly effective method to foster engagement and encourage social sharing. High-quality images that are reflective of a company’s products or services can convey messages on their own. You don’t always need a ton of written copy to get a message across.
Throughout any blog post, there should be a blend of written content and imagery. Users will be far more apt to actually read it because it doesn’t seem overwhelming and appears to be easy to digest. Additionally, with the growing amount of users on mobile devices, too much written content is difficult to decipher on a small screen. Use visuals and screenshots to show examples of what you’re explaining and you’ll be providing a much better user experience.
If your company has design resources and can aggregate data related to your industry, creating infographics is a great way to promote your brand and provide value to your customers. This type of content consistently does well as far as shares and engagement on social platforms. Infographics present data in a way that is cohesive and visually engaging, making it much more likely for your visitors to actually absorb the information. In order for content to get shared, it has to get read.
Content that contains statistics will typically be shared more often than content that lacks hard data. Statistics make your content stand apart from other content that may cover a similar topic, but perhaps lacks the support to substantiate it. Quantitative data sheds light onto the importance of the subject and the reason as to why it’s so significant. Data-driven content provides concrete reasoning as to why businesses or users should take certain actions or follow specific practices. It goes above and beyond thought leadership or expert opinions because it’s fact-based findings.
At the end of the day, data-driven content marketing is impressive and will instill far more brand credibility than if you’re making statements that contain no legitimate support. Using relevant statistics to complement your content will always help enhance value and, subsequently, shareability.
Social Media Buttons
If your company has a blog (which it should — whatever your products or services may be), you have a lot of opportunities to create content that will reach a wide audience. In your website design, integrate social media buttons that allow users to click “share” across Twitter, Facebook or LinkedIn after they have enjoyed the article. By making this process as simple and seamless as possible, users will be far more likely to circulate the content to their own followers.
It’s important that these buttons be integrated into your website design so that they appear on each and every blog post — not just the landing page for your blog. If you think about it logically, readers don’t share a news website on Facebook or Twitter, they share a specific article from that website. Adding this design feature to your blog posts will help facilitate the process and make sharing possible with the click of one button.
Explain the Value
Create content that doesn’t simply provide information, but explains how the user can apply what they have learned to their own business or for personal use. Through tutorial videos, how-to posts or list posts that detail tips to improve a certain initiative, you’ll find that the content circulates to a much wider audience because there is real value to share. Content should provide actionable insights and clear takeaways that the user can absorb and benefit from by reading the post. Users want content that they can read, and take what they have learned to apply it to their own needs.
Content and Social Collaboration
Ultimately, content should be carefully tailored to reflect the needs of the targeted audience of any business, ensuring that it provides significant value that will in turn develop brand credibility. If you’re creating content that is excellent, but not at all what your users want to learn about, it won’t get shared. Each week (if not more frequently than that), you should be looking at your Google Analytics to determine which pieces of content are performing the best. Identify which topics are consistently bringing in the most traffic, the most conversions and the most engagement. Integrate the above elements into fresh content that is similar in theme, subject or style of the best-performing content, and you’ll find your posts reaching a wider audience across social media channels.
Gabriel Shaoolian is the CEO and founder of New York-based Blue Fountain Media, a digital agency focused on generating qualified leads, increasing sales and expanding brand recognition for clients online.