Are you producing great content but not so great audience engagement? Here are 5 simple tips to create and promote content that will get seen.
The Eyes Have it! If I had only one tip this is it. “We’re in a golden age of visuals, and content is king,” Photos, Gifs, Infographics, and most importantly of all video, are the content formats that are most likely to get seen and shared. People are scrolling and swiping through content at speed, you need to stop them in their tracks. Be brash and bold, on social media looks matter!
Ask Google: Put those emails from search engine marketing ‘experts’ in the same folder as the ones from the Nigerian prince asking for your bank details to transfer $1 million to. If anybody could guarantee to get on the front page of Google, they would be too busy counting the millions of dollars they would make with that knowledge to do it for you for $30 an hour. Of course, there are legitimate companies and individuals that can help you with your search engine marketing, but for the vast majority of SMEs, DIY is the way to go. The good news is that Google tells you how to do it.
Sharing is Good: We are in a new era of business where networking, collaboration, and sharing of information are a vital ingredient for sucess for businesses and individuals. Old sales methods are no use when the customer has information on products and services from all over the world in the palm of their hand. The smartphone/ laptop/ tablet is the new shop window. “The art of advocacy is to lead you to my conclusion on your terms.” Share your knowledge and experience, if you look smart that has value. Use community and professional groups on social media to share your professional expertise. Team up with complementary businesses in your area to promote your products. If you business is a cheese shop, get together with a local wine merchant to advise customers on the best wines to match your best cheeses. Shared marketing costs and a potentially much larger audience.
Pay To Play: Facebook has made it clear that they will give priority to ‘friends and family’ content in people’s Timeline. So, if you want your content to be seen and your followers are in the hundreds, then a small boost of $100 a month can get you that initial supercharge for your content. If the content is good then you will get a percentage of those extra visitors sharing it as well, growing your audience.
The Long and Short of It: With attention spans online getting smaller and smaller, short and sweet should be your guiding principle. Facebook videos no longer than 90 seconds- 30 to 45 are even better. Halve those times for Instagram. For articles, use lists and bullet points like this article does. For blog posts keep paragraphs ‘digestible’ and write in a conversational tone. You can make longer videos on Youtube and Vimeo as visitors are going there solely to watch videos, they are not in ‘skim’ mode in general. Also, there is research that shows that long-form articles relating to science and opinion articles actually get more shares. Tailor your content to the platform and audience rather than go for a ‘one size fits all’ strategy.
Case Study: I produced a short video for a small hotel that was well established and had good ratings online. It didn’t, however, have a ‘wow factor’. It was located in a quaint harbor front village with a spectacular medieval castle as a backdrop. I opened with a drone shot of the castle and I included short shots of the local deli, seafood restaurant, and a small local jewelry/ clothes shop in the video, tagging them all on the Facebook post. They then shared it on their Facebook Pages reaching an additional audience of over 20,000 people who either lived in/ visited the area or had a connection with people who had lived in/ visited the area . With a budget of only $200 to boost the post; it was viewed more than 50,000 times in a month. It was also Liked, Shared and Commented on more than 1,600 times. The month after the posting saw a 25% increase in bookings compared to the same month the previous year.
Ask yourself the following question before creating any content for social media. Does my content inform, entertain, amuse or inspire? Following the above guidelines will give your content a higher chance of being read, watched, liked and shared and that is the first step to growing an engaged audience online.
About: Paul Henderson has developed content strategies for companies Bloomberg and Microsoft as well as numerous SMEs around the world. In 2017, his social content received over 2 million- mainly organic- engagements.
You can view more articles about content marketing and social media marketing on [his blog….]
Original article published here