11 tips for increasing content sharing by looking at Xmas Ads.

Tips for increasing content sharing

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.


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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

  1. First impressions count – spend 30% of your blog/ Instagram post writing time on creating a catchy heading.
  2. Be consistent  – the daily blog, the weekly specials email from your local cafe.  (yes says I who doesn’t always practice what I preach!)
  3. People love lists –  it creates structure from chaos.  Odd numbered lists work better than even.
  4. Engage your audience  – tell a story, make them laugh (or cry) – it’s emotions that generate spread.
  5. Have a great picture – better still a great video.  A good picture (in particular via social sharing) helps.
  6. Be relevant – there are billions of pieces of content produced every day.
  7. 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.
  8. 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?
  9. Respond to comments quickly.
  10. “Earned Media” is best – Focus on building brand advocates from existing customers to generate Word of Mouth to spread your message.
  11. 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

To think and blog a bit like Seth

Creating Part 1-b

Innovation is great – imitation is faster!

That’s not to say “copy” and plagiarise – but simply learn from those before you.  Creativity is just the combining of previous ideas and things into a new one.

New Project – Step 1 – Create

Creating Part 1-b
I’m sitting in my local coffee shop, it’s amazing how a couple of coffees, a writing pad, pen and an hour or two can create your next special project. I get away from the computer to begin any new project – I like to draw a lot when coming up with ideas.

After nearly ten years of writing nearly every day I find it takes 2-3 pages and about 45 minutes of just dumping down all those random thoughts on your mind before whatever idea is in your head finally comes to the surface.

Turning those ideas into something real takes a hell of a lot longer.

Over the years there have been many experiences and books consumed which have helped mold the creative process.

It was a gift of Julie Cameron’s “Right to Write” years ago that gave me confidence to just let the information flow. If people like your stuff they’ll embrace – let it flow, be yourself and edit later.  Very Zen.

In terms of marketing then Seth Godin’s “Purple Cow” and his incredible daily insights which has had the most influence – be remarkable.

I’m also a fan of Gary Reynold’s “Presentation Zen“. Keep it simple.

Our experiences and ideas morph into our own unique ways of doing things – from initial brainstorming and conceptualization, through project planning, management, creation, delivery and engagement.

I suppose that’s one of the challenges – “information overload” and how to join all these thoughts, models and processes into your own unique style.

At times you have to wonder what the return on investment is – isn’t it easier to just consume, comment or share?

I suppose the answer to that question is the product or service that’s delivered and your measurement of success – sales, subscribers, personal feeling of satisfaction, seeing other people smile, engage or learn?

Now onto “The Project” and to research some online project collaboration tools.