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How to Create Highly Shareable Content

Ken Bowden - Wednesday, June 7, 2017

highly-shareable-content

Whatever you call it, digital, inbound or content marketing, for small business owners, it can seem a puzzle. Like all puzzles, though, once you get the first piece in place, the others follow more quickly. That first piece in content marketing is creating highly shareable content. Why? Just 15% of customers trust what companies post on social media. The good news is 83% of people trust those same posts if shared by friends and family.

All the other rules of content marketing, like writing relevant copy and using social media platforms apply, but shared content is what will build trust in your brand. Here are three ways to get started on creating original, relevant content that drives engagement and encourages people to share.

  1. Understand Why People Share

A steady stream of relevant information on a variety of topics brings people in the door. SEO, advertising, PPC, and social media efforts all need content to promote. People may click the first time, but if what they land on doesn’t give them a reason to come back, they won’t. Obviously, it means they also won’t be motivated to share.  

At its core, shareable content is about making an emotional connection. Understanding the psychology of social media and shareable content is critical to the success of any small business content marketing plan. So, what makes people click the “Share” button?

Emotional engagement is the number one factor in getting more likes, comments, and shares.  People love to gather on social media and share their common ideas and interests with others.

Ever notice how many photos people posts of their pet causes like homeless animals, or links to feel-good videos (like the Ice Bucket Challenge)? When people see an image, quote, or product that makes them think of someone they know – or that they think everyone should know about – they want to immediately share it. Make people feel involved with the content you create and you will encourage them to share.

  1. Focus on Data-Driven, Engaging Topics

Great content reflects thought leadership, and thought leadership occurs when you offer content that recognizes current problems and offers real solutions. Analyze your data and create shareable content by:

  • Using interesting and engaging formats that include videos, infographics, and bulleted copy. These easy-to-digest elements offer instant appeal and gratification.
  • Make sharing easy. Your website should have social media share buttons prominently displayed on every page. Use “Tweet this” to create pull quote, tweetable links.
  1. Delight and Inform

If you want content that people can’t help but share, you need to create a compelling story that’s instantly relatable. Like all storytelling, that means opening with a narrative hook – or first sentence – that motivates people to keep reading. Catchy or funny headlines are good for this purpose. Remember to keep self-promotion or hard selling to a minimum. Delivering the unexpected, making it timely, and keeping it conversational will keep your audience engaged and inspired to share.

The Takeaway

When a small business communicates with its customers by providing relevant, useful information instead of offering a sales pitch, those customers will listen. A content marketing strategy that includes creating shareable content will build trust with your customers, lets them know you’re an expert in your industry, and that you understand their needs. The bottom line? Stay focused on creating high-quality original content in engaging formats that’s easy to share, and your customers will take it from there!

Adjusting Your Content Marketing Strategy for 2016

Ken Bowden - Friday, January 15, 2016

 

Content marketing is a key component to your overall digital marketing strategy. According to one study, 67% of B2B companies say that content marketing is a top priority. Two-thirds report that content is fuel across all channels, including events, social, demand generation and more. Additionally, 44% of B2B marketers have a documented content strategy. It’s safe to say that content marketing is here to stay, at least in the short term.

 

As we move into 2016, it’s important that your content marketing strategy is built for the challenge. It needs to be well-thought-out, detailed and informative. It should be flexible so that it can make room for trending topics, but the main goals should be outlined in advance. For instance, what do you hope to get from your content? Increased brand awareness? Higher conversion rates? More sales?

 

Let’s discuss some of the ways that you can adjust your content marketing in the coming year for the better.

 

Think Beyond Blogging

 

Your company blog is probably your main source of content, and rightfully so. You can contribute relevant material several times a week or month, which is good for visibility, authority and SEO. But it’s important to think beyond traditional blog posts because they shouldn’t make up all of your content marketing efforts. Infographics, ebooks, videos, vlogs, webinars and podcasts are other forms of content that are equally engaging. In fact, experts say that we will be seeing more interactive content in 2016.

 

Quality Trumps Quantity

 

Quality content should be your focus. There’s no reason to publish content with low value. To stand out from the competition, produce longer, more well-researched articles and blog posts. They should be optimized for SEO and include original, engaging copy. It also helps to have credible resources and updated facts and figures to support your content.

 

Repurpose Your Content

 

Don’t think that you need to start every piece of content from scratch. Make use of your content by repurposing it, something that will come in handy as you may need to stretch your budget in 2016. For example, use existing content to create a SlideShare presentation that includes pertinent facts. Or, hire a designer to create a colorful infographic with bullet points. You can also generate a report or whitepaper that can be downloaded in exchange for an email address.

 

Stay on Top of SEO

 

SEO techniques are always changing, but that’s not an excuse to fall behind in the latest trends. Your website should be mobile friendly and include links and anchor text, fast load times and good keyword usage. Always write content naturally. It should speak to your audience rather than the search engines and include keywords that people commonly search for. Social signals are also important.

 

It’s almost impossible to know what trends will dominate content marketing in 2016. But, it never hurts to try. Consider what worked well for you last year and what didn’t, and make the proper adjustments. Armed with new changes and an awareness of the latest trends, your content marketing strategy is bound for success.   If you would like help developing your content marketing strategy or your content, give WSI New Media Marketing a call today!

 

DoGoneFun! Get’s Help From WSI To Recover From Kennel Cough

Ken Bowden - Friday, July 17, 2015

DoGone Fun and WSI

DoGoneFun! located in Chicago, Il was badly affected by the recent kennel cough outbreak. Having to close their dog boarding facility as well as not taking any dogs for daycare drastically reduced revenue for this small local business.

With a micro focus on building their dog boarding business, WSI has implemented an online reservation system, written content based on factual information about the risks associated with boarding a dog as well as built site pages around boarding to better educated the public about the service that DoGoneFun! provides.

In the 3 months WSI has worked on this campaign, we have seen spectacular upticks for local search results for this client. With syndication of content, concentrated, quality link building and clear, concise focus we believe we are helping our client recover from a drastic drop in business revenue.

As the results have pleased our client, we will be continuing with campaigns for their following services: Dog Daycare, Dog Grooming and Dog Training.

 

This post originally appeared on the WSI blog http://www.wsieresults.com/dogonefun-gets-help-from-wsi-to-recover-from-kennel-cough/

 

Montessori School of Fremont enlists WSI Connect to Increase Enrollment

Ken Bowden - Tuesday, April 14, 2015

Montessori West Content Marketing

Montessori West is a family of 11 authentic Montessori Schools located in the Bay Area. There are many interpretations of Montessori teaching, but Montessori West prides itself on a curriculum based on authentic Montessori method and philosophies.

The owners of Montessori West initially enlisted the help of digital marketing firm WSI Connect to promote its newest school, Montessori School of Pleasanton, which opened in 2014. WSI created a PPC campaign in order to increase traffic for their website and ultimately increase the number of prospective families scheduling a tour of their facility. 

Based on the tremendous success with that school, Montessori West is entrusting WSI with a family of six schools under the Montessori Schools of Fremont umbrella. These schools are:

  • Montessori School of Fremont

http://montessori-fremont.com/msf-home

  • Montessori Children’s Center

http://montessori-fremont.com/montessori-childrens-center

  • Montessori Children’s House

http://montessori-fremont.com/montessori-childrens-house 

  • Mission Valley Montessori

http://montessori-fremont.com/mission-valley-montessori

  • Montessori School in Newark

http://montessori-fremont.com/montessori-school-newark

  • Day Star Montessori

http://montessori-fremont.com/daystarmontessori

Along with Montessori of Pleasanton, these six schools will be the subject of a robust content marketing campaign with an editorial calendar already mapped out six months in advance. This content will be shared on sites like Twitter, WordPress, Tumblr, and Blogger.

Montessori West has a strong lineup of authentic Montessori schools and WSI Connect is committed to getting the word out to the public and encouraging more prospective families to schedule a tour. 

This blog was originally posted on the WSI Connect blog at: http://info.wsi-connect.com/blog/montessori-school-of-fremont-enlists-wsi-connect-to-increase-enrollment

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