The online world is a social one, and people love to share things that make them look smart, hip, or just plain fun to be around. So the challenge you have as a business owner and content marketer is to make your web content so great that it gets shared. The more the better.
Shared web content — photos, blog articles, videos, social media posts, etc. — is seen by more eyeballs, which means you’re reaching more people. Fantastic! Right?
Yes … especially if they fit the mold of your ideal clients, customers, and club members.
Create Useful, Shareable Web Content
What hopes, dreams, worries, or fears do your ideal clients have? And how does your product or service make those hopes and dreams come true … or make sure the worries and fears don’t?
For example, say you provide residential yard maintenance and you wanted to get more clients to hire you to plant trees and redesign their landscape. Your clients’ hopes and dreams are that they will have a beautifully landscaped home with energy-saving shade and beautiful fall colors.
They would probably like web content that showed them which trees have great fall foliage, or gave them information about which trees are the fastest growing, or showed them some data on how shade trees affect a home’s energy consumption …
So give them the information that they’ll find useful. And the more fun and interesting you can make it, the more it will get shared.
Publish More Great Stuff to Get More Shares
Let your company’s unique personality make your web content shine, and it will hit the mark with your target audience.
Be bold. Daring. Even provocative, if that’s your style. Your content marketing doesn’t need to appeal to everybody, just to your ideal clients, customers, and club members. If your web content gets your audience to react by thinking, “Hey, that’s cool!” then chances are good that it will get shared.
Just a word of caution, here. Don’t expect everything you create — great though it may be — to go viral. It won’t. That’s just the way it is.
So monitor and evaluate what’s working with your audience, and what’s not. Then create and publish more of the stuff that is.
Your Turn …
What kind of web content have you found gets the most shares? What have you tried that’s worked well? What hasn’t? Share your experience in a brief comment below … it just might be useful to someone!
Until next time … Write On!
