The worst thing that can happen after you’ve spent time and money on creating high-quality content is for NOBODY to share it. Social media technology can greatly help get your great content in front of thousands or millions of eye.
But first, the following factors play heavily into whether your content will be shared online.
Unfortunately, we live in the clickbait era. How many times have you seen this headline in your newsfeed: “You won’t believe what happens at the end!”
Such content “trickery” can make it less likely that people will click on your content in the first place. This is especially true if the headline isn’t catchy.
However, the opposite can also be true. If your headline is less professional, potential readers could assume that your content is just more click-bait.
So, what kind of content gets shared the most on social media?
According to BuzzSumo, “how to’s,” case studies and research articles are popular shares in the B2B realm.
Trust also plays heavily into a user’s decision to share or ignore information on social media.
According to the American Press Institute, the news people read and share on social media is influenced more by who shares the news than by who creates it, which takes the control out of your hands. This means you need a good audience.
Do you have high-quality content, but now you just need an engaged audience to share it with? Chances are, some of your customers are already a stellar audience and you’ll have no problem getting them to read your content. This audience is known as your first circle. Your biggest hurdle is getting this first circle to share it to their friends (your second circle) and beyond.
Here are some tips for strengthening your level of social media engagement:
- Follow legitimate and relevant accounts. This can help to grow your first circle and start making inroads in expanding your audience base.
- Engage with your first circle. Develop a relationship with your audience, paying special attention to those who are influential and show a willingness to share your content.
- Create high-quality content to share with your audience. Produce content that your audience actually finds interesting and wants to share.