Do you ever feel like you are living in a world of information overload?
The amount of content being produced and shared on social media these days is increasing to a point of saturation.
To counteract this, social media platforms, such as Facebook are applying an algorithm that reduces the amount of content it’s users see to a more manageable level to help ensure a positive user experience.
This all means that it is becoming harder and harder to get your content in front of the eyeballs of your ideal customers.
Therefore, you need to get more strategic in the way that you develop, deliver and distribute your content.
Mark Schaefer outlined his BADASS strategy for getting more people to share your content as part of his presentation on Content Ignition: 10 Ways To Get More Economic Value From your Social Media Content at the Social Media Success Summit today.
The presentation drew from the strategies outlined in Mark’s book The Content Code: Six essential strategies to ignite your content, your marketing and your business.
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There are six elements of the content code that make up the BADASS strategy so that you can get more people to share your content on social media, therefore creating more economic value for the time it has taken you to create the content.
- Brand Development
- Audience and Influence
- Distribution, Advertising, Promotion and SEO
- Social proof and social signals
- Shareability of the content
Your aim should be to develop content of significant value, deliver it to your audience and ignite the need in your audience to distribute that content on your behalf. This ignition will provide the amplification and social proof that is required to cut through the “noise” and tap into the benefits you obtain when your content is being delivered through a trusted source other than yourself or your business.
Branding is more important than ever for making your content move.
85% say reading content that other people share helps them understand and process brand information.
Source: New York Times
You need to build a heroic brand that attracts and nurtures an audience of advocates that feel compelled to share your content. To achieve this, you need to build trust with your audience.
Heroic branding alone can make your content move.
Audience And Influence
You need to focus your resources on delivering value and building trust with your audience, rather than just focusing on traffic.
Trust is earned and once people trust you, they are more likely to influence people to move your content. Those people that move your content are delivering significant value to your business.
However, people don’t share your content to make you happy. They share content:
- As part of their own self-identity – In other words, to make themselves look good. If you provide great content of value and they share it, then others look more favourably upon them.
- An act of generosity and kindness – People share content when they know it will help others. You see this often when people @tag their friends in posts that are relevant to them.
- A symbol of love and support – These are your brand advocates that will quite happily share all your stuff as a way of saying thanks for the experience they have had with your business or the amount of value you have provided them with over time.
Therefore, you should develop your content in a way that it makes it possible for your audience to experience one (or more) of the above when they share your content.
Distribution, Advertising And SEO
People are 70% more likely to make a purchase based on a friend’s social media updates.
Source: New York Times
Therefore, your aim should be to get your content “transmitted” by friends.
This is THE biggest key to your social media success.
But, not all content is created equal and as a result, not all content is as likely to be shared.
Mark Shaefer talked about three types of content:
Hygiene content is your everyday content that explains, describes and helps. This is the content that you need to ensure you have fully optimised for search so that people discover it during their time of need.
Hub content is your evergreen storytelling. The shareability of this type of content is greater, but Search Engine Optimisation (SEO) is still important as it isn’t usually viral in nature.
However, Hero content is your elite content. Hero content is the type of content that is more likely to go viral.
You need to be producing more Hero content. When you are producing a lot of hero content, SEO no longer becomes important, as your audience starts sharing your content for you and adding social proof to the value of that content, which in turn makes others more likely to share it also.
You also need a promotion plan based on the type of content you are producing. Preoccupation with SEO may inhibit your reach, particularly if you are focusing on producing more Hero content.
The site authority of where you publish your content remains important.
Building credibility with Google is like building a relationship with a new friend.
Influencing site authority takes a significant amount of time and effort, but it shouldn’t be overlooked.
In order to build authority with the search engine gods (AKA Google), you need to:
- Have an interesting story to tell.
- Be consistent with your content production.
- Have been around a while, as more established websites have greater authority.
- Have other quality websites linking to your content.
- Be linking to other quality websites and have some diversity in those links.
- Have a decent number of pages of quality content.
As this is a long game, a short-term strategy for getting around this is to publish on high authority sites, like LinkedIn to assist in getting your content to move. However, this should be done in conjunction with posting content on your own website so that your long-term strategy of building website authority is also able to occur.
Social Proof And Social Signals
The social proof that comes with Likes, Shares, Tweets, Subscribers, Testimonials, Badges and Awards symbolise credibility and credibility helps move content.
I am sure you have done this yourself before…
You are searching for content to share on social media for your business and you discover two pieces of content that you need to choose between. The first one you discover has been shared a handful of times and the second has thousands of shares.
You share the one with the greater social proof.
It’s like a snowball effect. The more [insert any of the above social proof metrics] you get on a piece of content, the more you are likely to get on that piece of content moving forward.
I have also found that this can also have a knock on effect to future content that you share. If people see that your content usually gets a lot of shares, then often people are encouraged to share your new content as soon as it is released, even if there haven’t been a lot of shares as yet, as they want to be the first to share content that is likely to be well received by their friends or audience.
Shareability Of The Content
There are loads of things you can do to increase the chances that your content is more likely to be shared. Here’s a few:
- Focus on the headline – If they your headline isn’t compelling enough to get your audience to click through to your content, then they are highly unlikely to share it.
- Create longer form content – Posts exceeding 1,000 words get shared more often than shorter posts. 90% of the most shared posts of 2104 were more than 3,000 words.
- Social sharing buttons – You need to have these easily accessible on (or within) all of the content that you share. That means on your blog posts, in your eBooks, on your thank you pages, within videos, EVERYWHERE!!! But it’s not enough to just whack on some social sharing buttons. Ensure they are optimised for sharing. For example, that means making sure that your Tweet button has a short URL, attribution and post title.
- Provide new insights and research – Don’t just regurgitate old news. Provide new insights and back it up by research, both others and yours.
- Use Hashtags – Use Hashtags as appropriate within the context of the platform in which you are posting your content to increase your chances of social sharing. But use them wisely. Use of multiple Hashtags can also lead to a decrease in social sharing in some instances.
What’s Your BADASS Strategy
So, what’s your BADASS strategy for getting more people to share your content on social media?
Tell me in the comments below what aspects of your content strategy that you need to tweak to get your content seen by more of your ideal customers.
For me, I need to start creating more Hero content, so look out for more epic content coming your way soon. Watch this space…