You have put your blood, sweat, and tears into a perfectly crafted piece of content. You’re feeling good about it so you hit publish and you give yourself a high five AND a pat on the back. A couple of days later, you go to your computer and sit down with your morning cup of coffee. You open your analytics and see…well, nothing.
No likes, no comments, no shares. Your engagement and reach are the biggest joke of them all. In fact, if we lived in the medieval times, your piece of content would be the jester on a unicycle juggling knives!
Having quality content is first and foremost, we know this. But, a great piece of content isn’t going to magically spread itself. You need to find a way to increase your website traffic and there’s a bit of a technique to doing just that. Unfortunately, it’s not always the best of the best that gets shared.
So, let’s get real for a moment.
There’s plenty of content out there that deserves to be shared and seen by, well, everyone! But if you’re not following these guidelines it’s likely that your content will get lost: never to be seen again. Here is our advice on creating delicious content that is no longer the unseen joke of the town.
1. Sharing is Caring – Mind The Cliche
You have to give as good as you get. Sharing content is a two-way street party and everyone’s invited. Heck, we’ll even bring the tequila!
If you want your content to be shared, start sharing other people’s content that you think is relevant to your audience. This will help you form relationships with influencers’ and popular companies in your industry. The big guys want recognition too, so make sure you’re giving it.
Doing this often (without being a suck-up, of course) will ensure that they notice you and can sometimes lead to them sharing your content with their audience. Win-win.
2. Name Drop, Just A Little
Know a killer quote from an industry leader/supplier? Or, maybe you’re having an amazing experience with one of their products. Include it in your content and make sure they know you did that. Tag them, link to their site – do whatever it takes.
Referencing other industry influencers’ or companies can help get your name out there. It’s likely that they’ll share that content too, especially if you’re making them look so damn irresistible. I mean, who doesn’t like a little free PR?
Again, it’s best not to over-do this, you don’t want to make it too blatant. Quote the people you’re referencing or use them as a point of reference, but avoid pointless name dropping. Use this technique strategically.
3. Enthrall Your Audience (And Their Friends)
There are so many golden nuggets here. Let’s begin…
People share things that interest them, but they especially share things that interest their friends. Because, what’s the point of sharing if it’s not for the people around you? Create content that will make your audience look good for sharing it.
Example: Mary comes across your article on business tax. Mary’s friend Trevor just started a business so she wants to show her support by sending him a link to your article.
Humour is often shared by most people on social media. We go on social media to have a good time, we want to see some cat pictures, funny memes and read kickass content. So, what we’re saying is: don’t be shy – be the funny guy. Bring out your quirky side.
Useful posts are also frequently shared, so if people find your content practically useful they’ll give it a share. “How-to” blogs and well thought out infographics help break down complicated information into digested bite-sized pieces. Make sure you are including them into your strategy along with your special spin on the subject.
4. Join Communities
Wanting to be a part of something greater is an instinctual human characteristic.
Being a part of an online community gives you a voice and sense of belonging. Be active in online groups on Facebook and the internet (Quora is an excellent example). Once you are a known participant in the community, people will start to trust your opinion and share your content.
Many of these communities have rules and regulations so don’t go in there all guns blazing with a million links to your blog. Do that and you’ll risk getting the boot.
Instead cultivate your relationships and offer industry related advice that is valuable. Do not overtly advertise your content on forums or community pages. However, if you’re offering valuable advice and you have a blog post that is relevant, send them a link to help with their problem.
5. Make it Easy
You read an amazing blog post and all you want to do is share it with your friends. But, where’s the share button? You’ve never felt so disappointed, right? Don’t be that guy!
Make your share buttons easy to find and of a decent size. You don’t want to risk losing a share just because it’s too much effort to find the share button!
People always have a motive for sharing content, so before you start creating anything, put yourself in their shoes. Would they share this content because it’s useful? Entertaining? Something they identify with? Or does it make them look cool?
Everyone has a motive for sharing so don’t overlook the obvious. If the content is boring it won’t be shared, end of story. Follow these guidelines and you’ll be well on your way to creating shareable content for your click-happy audience.
May your content go forth and multiply!