YOU THE CONSUMER – Every day we are all bombarded with tens of thousands of messages requesting our attention but only a very small fraction of those get through our highly efficient message filters. Why did you click? What makes a good communications piece?
YOU THE CONTENT PROVIDER – You’ve been asked to present to the board, pitch to a new client, come up with a new ad campaign or write a script for a TV show – What do you need to say? What does success look like?
THE SUPERSTAR SYNDROME – Very few actors, musicians, sports people achieve global market penetration. Far less advertising with the natural power to engage, connect and spread.
Most target, interrupt and aim to convert.
Every piece has different challenges – eg a website video – 7 seconds before the user decides to click away or stay. A Banner Ad blocked! A TV commercial the signal to the viewer to get up and make a cup of tea. A social media post that is boring or spam.
Good design effortlessly (from the consumer perspective) delivers a clear focused message, captures attention and enhances the customer experience. The best design looks simple. The right medium, the right message at the right time.
Who is your customer? What do they look like? What are their needs? How will you reach and get through their message filter? What does your action pipeline look like?
Over the last week I’ve been asked about digital content strategy and tips for increasing content sharing – in sending a quick reply I was honestly a bit gobsmacked when I found a presentation that I gave over five years ago talking exactly about the same stuff we’re still talking about here today. Yes, I know that’s the nature of the beast.
Today, my first chance to catch up on some reading and writing, I’m listening to a new Marketing Mind podcast on Xmas Advertising. It makes me think about our Xmas campaign, how things have changed and some tips for creating content that shares.
The post gets me thinking about content sharing and some common asked questions and answers from those wanting to learn more – a bloke at work who runs a fitness business on the side, my partners fashion and gift store, a conference I attended during the week.
Note: For those who live in the digital marketing and advertising space there’s not much new in the list below (we’ll save conversations about Single Customer Views, IoT and attribution for other posts)
So here is a quick check list for newbies if you want your content to spread further.
11 tips for increasing content sharing
First impressions count – spend 30% of your blog/ Instagram post writing time on creating a catchy heading.
Be consistent – the daily blog, the weekly specials email from your local cafe. (yes says I who doesn’t always practice what I preach!)
People love lists – it creates structure from chaos. Odd numbered lists work better than even.
Engage your audience – tell a story, make them laugh (or cry) – it’s emotions that generate spread.
Have a great picture – better still a great video. A good picture (in particular via social sharing) helps.
Be relevant – there are billions of pieces of content produced every day.
Develop your own tone and style – Is your content heavy reading or light entertainment? Timing is very important. Heavy reading in the morning. Light stuff after a long day.
Think mobile first – most people will create on a desktop but your readers will consume on their mobile phone. What’s your content look like on mobile?
Respond to comments quickly.
“Earned Media” is best – Focus on building brand advocates from existing customers to generate Word of Mouth to spread your message.
Take a helicopter view of your posts performance to look for any sort of trends or insights
The John Lewis 2011 Christmas Advert mentioned in the podcast