We’ve all heard it a million times - content is king. We get it. Content you post online needs to be relevant, useful, unique and definitely speak to your target audience. So, you produce a piece of content, but it goes unread. “What the hell?”, you think. “Am I just wasting time time?”
Well, the answer to the question above is ABSOLUTELY NOT. You just need a strategy on what to produce and how to promote it.
Did you know that, according to an article on BuzzSumo.com, social content sharing has been cut in half since 2015, and social traffic referrals back to publishers have been rapidly declining? This is happening for a number of reasons, with the most prominent being: An increase in competition, algorithm changes (specifically to Facebook) and a rise in private sharing.
Facebook’s algorithm changes have significantly impacted shared content from businesses, which has led to a decrease in organic traffic from these referrals. Topics for shared content quickly become oversaturated due to the volume of content being shared, making it harder for content publishers to stand out. These trends show the importance of building a strong brand / reader following because it’s so difficult to get noticed. On the positive side, companies are seeing success by publishing content directly on LinkedIn.
So with all this working against you, what can you do to make sure the time and effort you put into your content is helping your cause?
First, some straight talk: Posting content once or twice a month and sharing the link across social channels isn’t going to cut it. It’s not necessary to post everyday, but it’s essential to be consistent, meaning don’t let months go by without a new post! It’s ok to mention your products or services every once in a while, but promoting them every post is just going to turn your readers off. Here are a few bullets you can use as a guide to building out your content.
Now that you have differentiated your content from the masses, it’s time to start sharing. This isn’t just posting a link to twitter or Facebook. You also need to draw the readers in with questions, statistics or intriguing statements regarding your post. Use hashtags when applicable send to influencers in your industry for their thoughts. Use interesting images that relate to the topic but aren’t the same thing everyone else is using.
This could open the door to a valuable relationship for future content you produce. Leverage email lists and send out short snippets to your current followers that leave them wanting to know more. Most importantly, be responsive when readers start engaging. Start the dialog, thank them for their contributions.
What are you waiting for? Go out there and start creating and promoting that great content!