Tired of spending time, money and energy on great content on your website only for it to be left languishing lonely on your blog? Make your 2016 New Year’s resolution to help your content spread its wings and become more popular and social with these tips!
More people read the headline of an article than the actual content, so to get their attention your headline needs to be arresting, especially when you’re trying to compete with all the other content on your followers’ social media feeds.
You need to write a headline that is so intriguing that the reader clicks on it to read the story. Headlines like this are known as clickbait.
The website that has mastered clickbait headlines more than any other is BuzzFeed. Good headlines, like those from BuzzFeed, use these guidelines:
- Sense of humour
- Resonate with your target audience (which means you need a really good grasp on who that is)
- Timely references
- Invite the audience to learn something
Remember of course that your article content needs to back up any claims made in the headline, or else your bounce rates will skyrocket but your share numbers wont. This is a great article from Moz on the types of headlines likely to get more clicks.
One of the best ways of attracting interest in your blog and increasing the number of social shares for your content is to create what is known as a roundup post. A roundup post is a blog post which features the opinions of respectable people in the industry on a key topic. The bonus about roundup posts is the experts you feature are likely to share a link to your blog post with their audience which can increase your blog traffic.
Identify thought leaders in your industry and send them a short email explaining about the post you are hoping to write and asking them if they’d like to contribute.
After you have the opinions of several experts the post is simple to put together. Write a short introduction about what the roundup is about and then add the opinions of your experts.
Sharing your content multiple times can be very effective in increasing traffic and shares for your content.
Create a re-share calendar where you schedule to share each blog:
- When the article goes live
- At the end of each week do an ICYMI (in case you missed it) post where you re-share your top articles of the week
- One Month later reshare the article with a new stat or pull quote
This last point is important – to stop your messages becoming monotonous for your audience, rewrite your social media posts so it is different each time you share it – using a new angle, statistic or quote from your blog. This allows you to recycle content without boring your audience, and different stats may catch the attention of different followers.
Promote Your Posts
One of the most effective ways of getting your content in front of new people (not just your existing pool of followers) is to boost some posts with paid promotions on Facebook, Instagram or LinkedIn. Choose the placement of your promoted posts wisely. Ensure that your target audience is on the right channel. According to the Pew Research Center, 55% of online adults ages 18 to 29 use Instagram, 79% of those ages 30 to 49 & 64% of those ages 50 to 64 use Facebook, and LinkedIn is the only major social media platform for which usage rates are higher among 30- to 49-year-olds than among millennials.
As well as bringing new eyes to your content, boosting posts can help you improve your content and social media strategies in a number of ways:
- Track the posts to see which ones are attracting the most attention, plan future posts around these topics
- Track the timing of your greatest engagements and use this to plan when you share your blogs
- See the demographics of people engaging with your boosted posts and use this to create target personas for your content
Latest posts by Sorcha Mullis (see all)
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