5 Tips for the Post-est with the Most-est
It’s not enough anymore to just put content out there. While 79% of the U.S. population uses the Internet everyday and 59% are active social media users, there’s more content out there than consumers. In a given year there are 672 million blog posts published on WordPress alone and just 318 million people in the U.S.
While there are no traditional media or production costs associated with posting something, it’s not really “free.” It takes an investment in a resource with the time, skill set and commitment to produce content that is actually getting read.
The truth of any content marketing campaign is that it requires testing and adjusting to maximize the impact for your particular business category and target audience. So there is no singular approach that works for all, but following are our top five basics to put your content on track to being the most effective:
1. Impactful Content
Excellent content is the first priority. This is going to take time, and should, if you expect others to spend time reading it. Do your research and have an original perspective. Great content considers three key areas: industry research, competitor’s posts and the client’s content specialist current point of view for their product or service.
Key words should naturally fall out of the content. Don’t purposefully overstock your writing with keywords for search engine optimization. That is very old school and will count against you by today’s Google algorithm.
2. Emotive Headline
80% of those you reach will not read past the headline, so make sure it’s compelling and that the article pay-off motivates readers to share it. John Morrow suggests you use power words that evoke core human emotions such as: fear, enthusiasm, lust, anger, money, security and curiosity. The top four most popular emotions evoked from online content from Buzzsumo’s study were:
- awe (25%)
- laughter (17%)
- amusement (15%)
- joy (14%)
As a starting point, reference his list of power words: https://smartblogger.com/power-words/
Make your accompanying image actually worth 1,000 words. Search for a shot that also evokes emotion, simplifies a thought or is entertaining. The real power in digital media is the getting readers to share the content, so pay attention to what people share most.
Twice as many people, on average, share posts with at least one image in the post BuzzSomo’s research found. Among types of visuals, info-graphics were most likely to be shared. Consider investing in the development of your own info-graphics to illustrate key points. If you have original content in the form of a visual, it will have legs.
4. Quality Over Quantity
“Views” don’t buy your product or service–people do. If your entire objective of social media is to create more awareness, then a high quantity of postings is the priority; however, that’s really what mass, “paid” media does best.
Social media is considered an “earned” medium, which means it’s more of a conversation vs. speaking “to” your target. The conversation is a more valuable interaction to impact how your target will think, feel and what they will say after interacting with your message.
While posting content is “free,” it’s very expensive to develop truly good content. Ensure your resources are capable of implementing new and compelling content in the quantities that meet your plan. Resorting to repetitive, irrelevant and completely re-purposed posts may do more harm than good. You can lose the respect of your followers and tarnish their impression of your brand.
5. Post on Your Target’s Time
The best time and day of the week to post is continually debated among marketers. The answer is wherever your key prospects are. Finding them takes some strategy, tracking and adjustment. As a starting place, we have compiled what the latest research we could find out there reports. Note that many of the studies are rather old in Internet time and most do not come to the same conclusion.
We recommend you look at historical data as a starting point for you to begin testing what works best for your target, industry and goals. There may be times that you want to be out there when traffic is lighter to more easily stand out vs. always being in the thick of high traffic times and days. Again, testing for your particular business category and target audience is what is best.
Remember at the end of the day, your goal is to turn followers into brand advocates. Be out there with content that is relevant, at a time when they are browsing online with an incentive to share it.