What’s the secret to creating contente that people love to share? Besides producing something well crafted and perfectly targeted to the reader, you also need to think about how your content is formatted. Different types of content suit different formats, and some formats just touch that sharing nerve better than others. So, it’s time to think beyond the blog post and present your content in a way that makes your reader want to share it with the world. Here are seven of the best ways to get your content working for you.
A well-designed infographic packed with good statistics is highly appreciated by the reader and can attract a lot of attention on social media. They’re fun, informative and easy to read. It will take more time and resources to put together than the average blog post, but, if the topic is rich with fascinating numbers and facts, then it could well be worth your while.
Here are a couple of our favourites:
Naturally engaging and emotionally appealing, videos are a no-brainer when it comes to creating shareable content. Consider that YouTube has one billion monthly unique users and is second only to Google for monthly searches, and it’s clear that the love affair with video is here to stay. According to Cisco, by 2017, 65 percent of all online consumer traffic is expected to be video.
Everyone loves a list. Perhaps it’s that neat finite number that appeals to us. You want to know the 10 things that successful people do every morning, not read an article on how to be successful. Or the 5 ways to transform your business, not a long-winded essay on best business practices. No wonder lists are often used as ‘click bait’. They’re irresistible. Take a look at your blog schedule and see if there’s something there that could be presented in a list format.
4) How-to guides
What does your company know how to do better than anyone else? Why not take that information and turn it into a How-to guide? Make it visually attractive, easy to read and highly practical, and you can guarantee that people will want to tell their friends about it. It will take some time to put together but it will also add to the store of knowledge you offer on your website. Consider also incorporating the guide as a free downloadable on your site as a way to capture email addresses of people interested in your business.
5) Case Studies
We all love real life stories, and case studies are a great way for companies to get personal and show their human side. Show how your products and services solved a problem or created an opportunity, and make sure that the problem or opportunity will resonate with the potential clients that you are seeking to engage with. (see blog post Who are you writing for?). Don’t forget that if it doesn’t resonate, it will just be yet another boring case study.
6) Long-form content (over 1,500 words)
Contrary to popular belief, it is not necessarily true that short, fast content is being shared the most. We still like articles that we can get our teeth into. According to Buzzsumo’s research, although 85 percent of written content is less than 1,000 words, it’s the articles over 1,000 words that consistently get the most shares. That doesn’t mean that every post needs to be 2,000 words, but it does mean that you shouldn’t be afraid of your word count.
At the other end of the scale are these fast, easy to make posts. A well-crafted meme can get a lot of mileage. But, make sure you have something funny or inspirational to say, and don’t overuse them.