Content creation is a vital element in any marketing strategy. However, while nearly 90% of all companies engage in content marketing on some level, few manage to produce sharable content. Without this level of engagement, content can hardly fulfill its true purpose.
Now you might be asking but what type of content will trigger my followers to share my content?
I know from my own experience that I like to share content that triggers an emotion within me.
Researchers have discovered a number of psychological triggers that inspire people to engage in online activities, and here are some of the most important ones:
➡️Social Approval: People love to express their attitudes and receive affirmative feedback from their circle of friends and acquaintances. Sharing content is a way to express one's personality to a group.
➡️Communication: Humans are social beings. We all want to nurture relationships with other people, and digital content enables us to do this more easily and frequently.
➡️Support Ideas: Social media is often used to signal support for ideas, political views and personal beliefs; in this is way, users connect with a greater, altruistic good.
➡️Entertainment: At the end of the day, plenty of people use social media to wind down. Entertaining content includes humor, memes, videos, music, and more.
Here are 10 tips on how you can create more sharable content:
1️⃣ Create High-Quality Content
If you focus on superficial topics and don’t invest enough time into research or content creation, you cannot expect your followers to become interested and engaged. This is one reason why long-form content is doing better than ever.
2️⃣ Use Smart Structuring
Internet users read very quickly, and nothing will turn them off more than a "wall of text". Format your content intelligently by using numbered lists, bullet points and headers to easily highlight key information points.
3️⃣ Add Value to Users' Lives
Informative content is good, but if your readers and clients can’t put your words in practice then they will not benefit from what you publish. A primary goal of content is to solve users' problems and show how to overcome them; this will not only build brand loyalty, but it will keep them coming back for more. As long as the content you create is genuinely helpful, it's also certain to be passed around.
4️⃣ Keep Your Audience in Mind
Before ever creating or sharing content, think about your audience: ask yourself if it's something they would like to see and share with their friends. Once you have some ideas, you can even poll your audience to generate comments and perhaps initiate debate. This not only creates engagement but gives you special insight into what they want.
5️⃣ Create Infographics
Infographics are informative but easy to understand. And because they come in the form of images, they are convenient for the majority of Internet users who mostly share visual content on social media. Using tools like Piktochart, you don’t even need the knowledge of a graphic designer to create a reasonably high-quality infographic. The most important thing is to use your business expertise and data to create something your audience will find valuable.
6️⃣ Trigger Emotions
Some of the most successful marketing campaigns went viral because they sparked strong emotional reactions among users. A lot of studies have proven that emotions like happiness, anger, or sorrow have the power to engage people and make them share digital content. Do you remember the #ItCanWait campaign? Study how AT&T used narrative, art and user engagement to skyrocket this public safety campaign. Be careful not to co-opt causes that are unrelated to your business, since insincerity can backfire. But when you see an opportunity to contribute, do it well.
7️⃣ Organize Contests
Contests are a great way to engage your audience and inspire them to share your content. Users love to compete and they usually do it with their friends and colleagues, which is the main sharing motive for them. All it takes is a nice idea and a little bit of budget to launch the contest – just take a look at the KFC football challenge.
8️⃣ Be Funny
Your business is serious but your content doesn’t have to be. On the contrary, funny posts, images, and videos grab the users’ attention and promise you a fair portion of shares, so don’t run away from it.
9️⃣ Use video content
Video is quickly becoming the dominant form of online content, and some studies even say that video content will make up 80% of all Internet traffic by 2018. As a result, you have to embrace video as part of your content strategy.
🔟 Remember the good old times
Talking about emotions, never forget nostalgia. Users universally enjoy content that hearkens back to old memories, and if you analyze your audience precisely, you can get an easy target for what will appeal to them.
Which of these tips do you currently use in your content creation strategy?
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