Unpopular opinion: If your content stays on your website and does not garner share after share, you have failed.
In 2019 and beyond, the metric of your content marketing success is your ability to compel shares.
Your content might be strong. But are people excitedly distributing it across the digital space?
Let’s break down the battleground.
Love it or hate it, social media and its ability to swiftly share content has become an integral part of content marketing. In an age where people shop, socialize, play and learn online it is estimated that by 2021 the number of social media users will rise from 2.77 to 3.02 billion.
And that’s only one slice of the content marketing pie. Successful marketers will also drive shares across relevant and related blogs, helping to amass backlinks that are contextually appropriate and thematically linked.
However, getting your message out to people, and having them drive your marketing efforts through shares, relies heavily on understanding your audience and the content they crave.
You can’t approach content creation without a purpose and a plan. So once you’ve written a catchy headline that will have people clicking through to your blog post or article, how do you create content that people will climb over each other to share?
It all happens by understanding what your audience wants, creating original value, and shedding new light on problems your audience didn’t even know they had.
Here’s how you do it.
Step 1 – Know what your audience wants
As content creators, we all have ideas for posts that are tumbling around inside of us and just bursting to get out onto the page.
But does your content align with the needs of your audience? Is it the content your niche audience is looking for? Is it a topic they actually care about?
No matter how good your content is, your audience will not respond if they are not interested in it and it does not address their core problems. A little research now can save you a lot of frustration later at seeing your perfectly crafted post fail to resonate with readers.
Your goal is not to distract people from the content they want to consume but become the content they want to consume. The difference is subtle but striking.
So, how do you figure out what people want?
Start by looking at trending topics in your niche. Your greatest source of market research isn’t found in spreadsheets or white papers but in the mouths of people themselves.
Analyzing content from across the web, Buzzsumo is a handy tool that will show you trending content filtered by keyword, content type, country, or social platform among others. Use it to see what’s garnering the most shares and you’ll have an insight into the topics people care about as well as the content style.
Are the most shared articles in the …read more
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