Social media channels are inundated with messaging from every person and every brand on the planet. If it’s not the best diet tips, then it’s what the Kardiashains had for breakfast. Does anyone really get their messages to their target audiences these days? And if they do happen to see the post, what creates the desire to click, read, and react? How does someone create content that’s truly “Share-Worthy?”
Develop “Share-Worthy Content” with these three simple tips:
1) Have a documented content marketing strategy.
Did you parents ever tell you to “Think before you speak?” This holds true with building a truly share-worthy marketing program.
Believe it or not, based on recent studies, only about 36% of companies active in the marketing arena have a documented content marketing strategy (download the full research report here). In fact, less than half of marketers surveyed have one. A strategy is not just an editorial calendar, rather it is an integrated plan that maps specific content to various stages of the buyers journey, including different types of content (Engage, Nurture and Convert stages) delivered via various channels (Broadcast, Social, etc.). While an editorial calendar is a good start, it’s really just the table of contents for a thoroughly documented marketing strategy.
While an editorial calendar is a good start, it’s really just the table of contents for a thoroughly documented marketing strategy.
2) Write for your buyer.
Don’t write for your sales team, don’t write to impress investors, write to help your targeted audience fulfill their greatest needs and desires. Truthfully, your only objective is to connect with your audience and help them make the right decision – to buy/hire your/your service/product (that obviously meets their need). Of course, before you can write for your audience you need to understand them. Developing key audience insights through interviews, research, focus groups, and customers feedback to learn what they struggle with, their challenges, and how and where they seek information. Then, make sure your content aligns to these points and can be easily seen and/or discovered by your audience.
…your only objective is to connect with your audience and help them make the right decision…
3) Share thoroughly & thoughtfully.
We’re big believers in sharing in our love of knowledge. If you or others on your team have tips, tricks, documentation of a better process, or even a joke that may make your targeted audiences’ lives better for reading SHARE IT! Explain to them why you’re sharing it and how it could affect them. This helps you and your team position yourselves as the “Though Leaders” in your industry. And who better to call on when your audience has a question?
Remember, when you think about creating a content marketing program it should be all about the audience. Understand your audience, their unique needs and desires and write just for them. They are what matters. Your goal should be helping to connect others with information they want and need to receive. At each stage of the marketing process, your content needs to build their trust and confidence that YOU or YOUR PRODUCT meets their needs.
Share-worthy content not only builds your brand equity, but, by being able to share confidently YOUR content, the end user subsequently positions themselves as the “Thought Leader” in their industry. They can share it with peers, leadership or the entire community, but either way, it was YOUR content that was shared and you both win.
For more on content marketing strategies or to have your company marketing catapulted to another level, please reach out to us at SPOKE Communications. We’d LOVE to share our story with you.
Andrew B. Clark
The Brand Chef
SPOKE Communications, LLC