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
4:00AM – I’m reviewing my social channels – tags, comments, etc
On Instagram I’m tagged for a recent photoshoot with the beautiful & talented @eliseboony from @cronullasharksmermaids. I know it’s a tough gig.
But this post is not about cheerleaders and photography – it’s about increasing productivity – I’m obsessed with reducing repetitive tasks, website work flows and ways to increase productivity and marketing effectiveness.
How do I improve my Instagram, Flickr WordPress Website WorkFlow?
No time to waste!
Using Zapier – this initial draft post in WordPress is generated automatically every time I add a photo on my Instagram
Note: From a content point of view there are obviously steps that go before that, ie what is the photo/ blog trying to say?
5:30AM – website coding – linking flickr through to content – another test.
I’ve added the ability to search and select my flickr photos from my blog editor and the convert those images to local copies using flickr importer.
Finally, some SEO and then we’ll look at distribution technology.
6:15Am – A rewrite and more copy. The optimum is three hundred words for a blog – I’m currently long way short at 162.
Page Analysis – Revision 7
There are 147 words contained in the body copy, this is below the 300 word recommended minimum. Add more useful content on this topic for readers.
You have not used your keyword / keyphrase in any subheading (such as an H2) in your copy. (corrected)
The keyword density is 0.7%, which is a bit low, the keyword was found 1 times.
The copy scores 33.5 in the Flesch Reading Ease test, which is considered difficult to read. Try to make shorter sentences, using less difficult words to improve readability. After Revision 8 this was increased to 58.4
The keyword for this page contains one or more stop words, consider removing them. Found ‘and’.
The images on this page do not have alt tags containing your keyword / phrase.
The meta description is under 120 characters, however up to 156 characters are available. The available space is shorter than the usual 155 characters because Google will also include the publication date in the snippet.
The page title contains keyword / phrase, but it does not appear at the beginning; try and move it to the beginning.
No outbound links appear in this page, consider adding some as appropriate.
The page title “Instagram, Flickr WordPress Website WorkFlow” is more than 40 characters and less than the recommended 70 character limit.
The keyword appears in the first paragraph of the copy.
The meta description contains the primary keyword / phrase.
You’ve never used this focus keyword before, very good.
The keyword / phrase appears in the URL for this page.