The last thing you’d want is to spend hours (maybe days) writing that masterpiece, only to find that only a handful of people have read it, shared it and commented on it. Your content is a product of sheer hard work and surely, you want people to see it, right?
There’s a two-step approach in content marketing we always share to our peers: 1) Content creation and 2) content amplification. The truth is no matter how awesome your content is, if it only sits on your website without getting read, it won’t generate the amount of traffic you want. A big part of any content marketing strategy is amplifying your content.
Here are some of the strategies we share with our clients to help them get readers for their content.
1. Be conversational
If your content reads more like a historical document—too formal and boring—then it might not get any attention. Creating content using a more conversational tone can hook more readers and help you connect with them on a more personal level. When you have a conversation with your audience, they feel more open and receptive to you, and they will begin to trust you more. This will encourage them to read, share your content and even continue the conversation by commenting on your post.
Some tips in making your content conversational:
- Using the “I” and “you”
- Keeping your paragraphs short
- Asking questions
- Sticking to your brand voice
- Using engaging images
- Creating a story
2. Ask for shares
Don’t worry, there’s nothing wrong about asking. In fact, the first few shares will typically come from people within your company or circle. For instance, you can ask your teammates or employees to share your content to their personal social media accounts.
3. Focus on an industry topic
One of the strategies we’ve learned from marketing gurus is to narrow down on a singular industry topic. Focus all your time, energy and resources on a topic that can add the most value to the largest chunk of your target customers. If you are an air conditioning contractor, you can focus on common air conditioning problems and provide care tips and quick solutions your customers can do on their own. If you are a resto or bar, you can focus on a certain item on your menu (coffee maybe?) and create content about its many benefits.
4. Build relationships
The reality is that there’s a sheer volume of content getting published online every day, and the biggest hurdle marketers and business owners are facing involves distributing their content. We publish and promote our content in the same social media platforms and chances are, your topics aren’t really that unique. The difference is really on the distribution strategy you have. What works for us and many of our friends is building relationships with our target customers. We are always monitoring which social media platforms our customers are most engaged in, as well as which types of topics and messaging resonate the most.
This requires a more personalised approach. Instead of an email or social post that says “Check out this blog” or “Watch this video,” it would make a bigger difference to create a dialogue around your post. Try something like “These tips have been really helpful in my content creation strategy. Are you thinking of applying these strategies as well?” These can help you get into a steady rhythm of content sharing with a prospective client.
5. Advertise your best content
If you have the marketing budget for it, why not take the fastest route to getting more traffic and go for paid social media ads? You can promote your posts on Twitter, create sponsored content in Instagram or boost your posts on Facebook.
If you have the money, this will be a great strategy if you advertise the RIGHT content. This means you have to spend on high-value content only from your content bank, such as webinars, e-books and events such as video conferences. This is because these types of content are for lead generation and for gathering event attendees. Also, don’t forget to optimise your content for collecting leads and subscribers by adding engaging call-to-actions.
Ready to amplify your content?
Consider the following tips during your next content planning session and let us know how it helped you. How else can you get more readers for your content? Share us in the comments below.