Content Promotion, Shared Media
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It’s a conundrum artists have faced for centuries: Create what you want or what the people want? While the notion of “selling out” might seem uncouth to creative types, don’t overlook one of the key words of that phrase: selling. One of the key ingredients in profitable content marketing is making content shareable – both in the content itself and how it’s distributed. However, in the digital era with so much noise and competition on the landscape, it’s getting tougher than ever to encourage your (potential) audience to share.

There are a variety of platforms, methods, tricks and approaches for getting content seen. Follow this set of best practices for the greatest chance at more sharing, more exposure, and ultimately a larger audience:

1. Choose the “right” social media platforms

There’s no “one size fits all” solution for social media, even though platforms like Facebook and Twitter might be the most widely used in the US. What if your target audience is in China where Facebook is banned and largely inaccessible? While TechCrunch points out that Instagram is the fastest growing platform globally, that might not be the case with your audience. Conduct appropriate research and know where your content is most likely to spread, then choose social media platforms accordingly.

2. One-click sharing

Today’s citizens of the internet have really short attention spans, and if they find content that they deem “worthy” of sharing, you want to make it as easy as possible for them to do so. Don’t include sharing buttons for every potential means (cap it at five) and make the sharing process easy to complete. Ideally, your audience should be able to share in one or two fast clicks.

3. Fast page loading

Nothing is more maddening than a page that’s slow to load, and Google engineers report that people won’t wait longer than the blink of an eye for a page to load. There are many things you can do to ensure a faster page speed, from cleaning up the website content (less flash, animation, ads, etc.) to making sure your web host is keeping up their end of the bargain. Page speed is an SEO factor, too.

4. Build relationships with other website owners

Link sharing is still a very effective means of growing your audience, but it doesn’t happen easily or overnight. Reach out and network with complementary experts and thought leaders in your industry, such as bloggers that may cover content that you’re publishing.

5. Stick to favored formatting

Punchy, short sentences with an active voice, a lot of white space, and in the 500-700 word range are ideal for a reason. Regardless of the type of content (text, video, images, etc.) make sure it’s of the highest quality – even if this means digging into your budget for a little more cash. It doesn’t matter how compelling the information is if it’s not dished up in the right manner.

Making content shareable begins with research to fully understand who your audience is. Once you know where and why they’re sharing content, streamline the process with easy sharing options and a highly optimized website. Leverage existing relationships and continuously foster new ones for content sharing partnerships. Most importantly, create the kind of content you’d personally like to consume.

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Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Partner, VP of Audience Native Advertising Institute
Jay Baer Marketing Strategist, Speaker and Author
Gini Dietrich CEO Arment Dietrich
Jason Falls Social Media & Public Relations Thought Leader
Joe Beccalori CEO Interact Marketing
Ann Smarty Brand & Community Manager
Brianne Carlon Rush Content Director Kuno Creative
Janine Popick Co-founder & CMO Dasheroo
Arnie Kuenn CEO Vertical Measures
Pam Didner Global Content Marketing Strategist & Author
Chirag Ahuja Head of Marketing WorkflowMax
Jayson DeMers Founder & CEO AudienceBloom
Erik Deckers Professional Writer Pro Blog Service
Bernie Borges CEO Find and Convert
Jessica Stephenson VP Marketing ExactHire
Michael Ferrari Marketing Consultant Pen Cap Online Marketing
Larry Alton Freelance Writer and Editor
David Tile Founder & Director Nimble Media
Kelsey Libert Marketing VP & Partner Frac.tl
Dan Steiner Co-Founder & CEO Elite Legal Marketing
Joydeep Bhattacharya Relevance Contributor SEOsandwitch.com
Jonah Bliss Founder CMO ContentIntent
Andrea Lehr Promotions Supervisor Fractl
Fernando Labastida Co-Founder Content Propulsion
Dan Moyle Creative Dir. Marketing AmeriFirst
Dennis Yu Chief Technology Officer BlitzMetrics
Arnaud Roy VP Marketing Augure
John Rugh Copywriter/Content Marketing Specialist
Justin Spicer Content Researcher, Producer & Editor
Michael Becker Marketing Support Spec. Teradata
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Sujay Maheshwari Founder & CEO Netcurate.com
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Rodger Johnson Public Relations Leader & Consultant
Simon Penson Founder & Managing Dir. Zazzle Media
Danielle Wolter Nolan Co-Owner
Fernando Cuscuela Founder & CEO Everypost
Kelly Smith Content Manager CourseFinder
John McTigue EVP Kuno Creative
Yogita Arora Content Strategist Zoomph
Jordan Teicher Associate Editor Contently
Jonathan Crowl Digital Marketing Writer & Editor
Brian Honigman Marketing Consultant, Writer & Professional Speaker Skyword
Katherine Halek Content Strategist Signazon.com
Amanda Drinker Dooley Community Product Marketing Manager Netline
Anton Rius Digital Marketing Consultant More Than Metrics
Matthew Zajechowski Outreach Manager Digital Third Coast
Kevin Bailey Co-founder DigitalRelevance
Peter Chen Digital Marketing Consultant DigitalRelevance
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Elad Natanson Founder appnext
Maël Roth Content & Inbound Marketer Park7
Quin Woodward Pu Marketing Director Audienti
Greg Shuey Co-Founder Stryde
Jean Bansemer CEO My Web Writers
Owen Andrew Journalist
Luke Kintigh Global Content & Media Strategist Intel

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