There’s nothing more disappointing than working on a piece of content for days on end – only for it to have a few Likes or Shares afterwards. It may seem like the juiciest news stories have already been covered by big shots like Buzzfeed or The Huffington Post, but the truth is, there’s still a goldmine of epic content floating around the Web. If that’s true though, why haven’t we seen them yet?
Simple: lack of proper social media marketing.
Social Media Signals Matter
You’ve probably read or heard this a million times: create great content. Yes, we know that already. In fact, there are thousands of tutorials dedicated on the subject. But the sad truth remains: great content is NOTHING if no one sees it. Think of it as a tree falling in a forest. Even if that tree belonged to a rare species, if there was no one who witnessed or knew about the event, it’s irrelevant.
Assuming you just finished making a couple of amazing, attention-grabbing content, your next problem is to let the world know about it. NO, don’t just post it on social media platforms. Remember: you’re competing against thousands if not millions of big and small companies; a good percentage of which belongs to your niche. According to a Hubspot survey, 71 percent of businesses are expected to make more content this year than in 2014.
You want your content to be heard above that noise.
Don’t worry, you have a fighting chance. Just make sure you get three important factors in order (audience, timing, and content topic), along with our five social media marketing tips for more Likes, Shares, and reTweets.
#1 Make Content Easily Shareable
Audiences LOVE content that’s easy to share with friends or family. Instead of just placing social media buttons at the end of every web page, use third party tools like SumoMe to put them directly on your content. Images for example, are highly shareable.
If people are using their mobile phones to scan your content, they can’t be bothered to open their social media profiles anymore and then copy the URL of your post. Apps like SumoMe make it effortless for people to share content in just several clicks.
#2 Optimize for Mobile
The demand for mobile search has soared significantly, even more so after Google’s mobile-friendly algorithm update. This means mobile websites have a chance of getting more views because they are easily accessible across multiple devices. People of all ages today enjoy discovering new content on their mobile gadgets: whether it’s the latest news or a funny video.
Don’t be left behind! Make sure content on your website is optimized for mobile devices. The best way to do this is to view them directly on your smartphone or tablet. If your content marketing strategy involves guest submissions, check that sites you are posting to are mobile-friendly.
#3 Repurpose Content To Fit Various Platforms
Some of your audiences simply do not have time to read that 1,000-word article or watch a10-minute video. What do you do? Re-purpose your content. This involves taking the same great piece you made but changing its form so it can be used again. Comprehensive guides and curated content would work best for repurposing.
For example: if you have a 2,000-word article about the best Twitter practices, why not transform it into a beautiful infographic or slideshow? That 10-minute video can be summarized into a 500-word article on your blog. If you’re feeling creative you can even turn it into a podcast.
#4 Syndicate To Niche Websites
Great content should not be hidden. If your work is indeed worth its weight in gold, high-ranking websites like Slate.com or Forbes wouldn’t mind syndicating it. Syndication is simply publishing content under a different headline (with a few minor changes) to authoritative websites.
Don’t worry about Google penalizing you: you can ask your target sites to use the canonical tag to prevent issues with duplicate content. As long as you choose relevant, high-DA sites, you should be fine. You can also make your RSS feed available so that folks can easily subscribe to your content.
#5 Join Appropriate Communities
Remember back in the day when people gathered round and one happens to mention a favorite brand? Soon, the discussion would revolve around that topic until a new subject comes up. It’s the same premise online. If you want more people to know about your content, join a conversation!
Search for related blogs, forums, and social media groups where you can showcase your knowledge by answering questions, giving practical advice, and generally being a useful member. NEVER sound promotional or pushy. Don’t worry: people will naturally check out your content (especially if you provided a link to your blog) once they become curious. And the way to generate curiosity is to be an all-around likeable guy (or girl).
BONUS Tip: Just Ask!
Believe it or not, one of the reasons why people don’t know about a certain piece of content is because authors don’t ask. If you have an active following on social media, ask them to read and provide feedback to your content. Of course, they won’t do you any favors if you were not helpful to them first. So check how you have been interacting with your online fans or followers lately before you ask them to view your content.
Another undervalued resource when it comes to gaining more social media signals is company employees. Whether you have ten or ten thousand workers, they can help boost your numbers. Online audiences are more inclined to share content if they already see a few Likes or reTweets on it. It indicates that there’s activity and the piece is really interesting. So encourage in-house employees to share content once it’s published.
Create, Connect, and Engage
Modern optimization is all about integrating links, content, and social media into one seamless entity. The process should be so flawless that your target audience hardly notices that it’s a marketing strategy. You do this by connecting with them on a personal level. Be human: don’t be afraid to say something funny, be skeptical, or show your digital marketing knowledge.
After all, great content is only the reflection of its author.