Part 1 – Increasing content shares

BusinessValue_May26_BAs a business owner, or manager, you probably have a social media profile and create content for it. One of the most common types of content is blog articles, and yet some companies have problems actually getting their content shared. If you post articles to bring in new customers and interact with existing ones, then you need to know how you can enhance the chances that your articles are shared.

The key to getting your content shared

There are countless blog posts on how to create content that is shareable. And to create content that will be shared by users on social media and other platforms you need to know why content gets shared in the first place.

In order to help, we scoured the Internet and found a great article over at OK Dork, which was written by the content masters at BuzzSumo. This article listed things you can do to increase the shareability of the content you produce. While it is quite a long article, we found there were some great tips worth talking about here. In order to make things a little easier, we have split this article into two parts. Here are the first five tips you can leverage to increase the reach of your content, and more specifically the blog articles you create:

Create longer content

Take a look at what people share on their social media profiles and there is little doubt that the vast majority of content is short, and can range from often photos and videos of funny cats to memes. But look at the articles that are shared and you will often find that the most popular ones are actually longer, or long-form as they are referred to by content experts.

The main reason for this is because there are fewer long-form article creators out there, and there is a demand for higher quality, well researched and well-written articles. Sharing this type of content generally adds some depth to a posting which can create a more involved and sustained dialogue.

You might want to mix it up to increase shareability by creating some articles which follow this longer style approach. You could try writing shorter articles on a regular basis, for example, with a 2000 word article say once a month.

People like images

Think about the last time you read an article in the newspaper without an image, or even saw a link on social media without an image. Did you remember the content, or did you even click on the link? Many people wouldn’t. So, if you want your content to be shared on social media add some visuals.

With longer content visuals not only serve to draw the eyes of the reader and break up content to keep the reader engaged. For shorter pieces, an image can attract initial attention and give the reader some an idea about what the subject of the content is.

The key here is to include visuals with every piece of content. Make sure that the image relates to the content and is interesting enough to capture attention, enough that users will want to share what they see and read.

Even Twitter users like images

Although Twitter is largely based on text posts visual content tends to be shared more by users of this platform.

As per the point above, try to have a visual with every piece of content. If you are an avid Twitter user, try coming up with titles or overviews that are 100 characters or less. This will leave room for a link on Twitter to the content. If social media users likes the content, and there is an image too, chances are higher that they will share it via Twitter.

Using certain emotions really helps

If you want people to share your content, you need to write articles that evoke emotion. The three most successful, when it comes to sharing, are:

  • Awe
  • Laughter
  • Amusement

If your article inspires one of these three emotions, you have a drastically higher chance of the content being shared. Generally speaking, if content makes someone laugh or think about an issue then are more likely to share what resonates with them.

The other emotion to capitalize on is selfishness. Take a look at your Facebook News Feed and we guarantee that you will see a ton of quizzes shared by people. These quizzes are usually something like “What TV character would you be?, or “What’s your dream job?”, etc. While entertaining, these quizzes appeal to our more narcissistic sides. They provide little to no value to your followers, but they can be fun and help social media users establish an identity which they can compare with others trying out the same ‘test’.

You can also try to create articles that challenge normal assumptions or are opinion pieces on relevant hot-button issues. The spark of debate that the content ignites is sure to attract interaction with comments and sharing, and you can also keep interest going via social media.

Users love infographics and lists

When writing your articles, you have a wide variety of ways you can format your content. Most people will agree that your articles, regardless of length, need to be broken down into easy to read sections, especially if you want to keep mobile users reading. There are a number of ways you can do this, but the two most popular are through infographics and lists.

What this tells us is that readers generally prefer content that can:

  • Display a large amount of information in a clean, easy to read, and visual format i.e., infographics.
  • Are scannable.Take for example list articles. You can format these to be highly scannable, yet still include all the essential information.
  • Tell us what to expect. We like to know what an article is about before we read it.

If you are writing longer articles that contain a large amount of information try creating an infographic, and summarizing the most important parts in a list.

Next month we will reveal five more tips to enhance content sharing. In the mean time, if you have any questions about creating effective content or on social media, contact us today.

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