Teaming up again with the University of Melbourne and their Masters of Journalism Program,
Samar Khouri has joined us as an intern during the second year of her uni life.
Easy Steps To Create Viral Content
We live in a world where building online traffic, creating engaging content and competing for high search rankings is vital in today’s market. Well-known companies such as Coca Cola and American Express have switched from advertising to content marketing. New articles go viral everyday but seem to fade into oblivion by the next day. But there’s always a demand for new, out-of-the-box content. According to Content Marketing Institute’s 2017 research, 37% of B2C marketers and almost half of B2B marketers experienced content-creation challenges. So, here’s a few tips and tricks that will make your content stand out from the crowd.
1. Take an Audience-First Approach
Knowing your audience is important when creating content because they decide what, when and where to consume the right content at the right place and time. According to CMI, it’s vital to “translate your brand’s description of your audience into the ordinary world of your audience”. For example, food brand Maggi, had a more niche approach by creating “help” content that includes a “digital meal planner to fill out with kids”. Keep up with how your audience it interacting with you on social media and blog comments to get an idea of what they already know and what they want to know more about. The below model is a 12-step audience journey tool to give you an insight on contents for audiences and how it works.
2. Write longer posts
Believe it or not, the longer the posts the better. BuzzSumo released data stating that longer articles have a higher percentage of getting more shares on social media than shorter ones – with 3,000 to 10,000 word counts get around 9,000 shares while 0 – 1,000 words receive less than 5,000 shares. This finding comes after researchers found that long, intellectually challenging New York Times articles were likely to be emailed. Also, lengthy posts with keywords appear higher in search engine rankings so make sure to do your research when writing original, high-quality content without leaving your audiences unchallenged or bored.
3. Create original and trustworthy content
Writing trustworthy and original content is the only successful way to get your content out to a wider market. Big tech companies like Apple recently announced that they’re investing over $1 billion in original video content. This proves that brands want to be consistent and original, without losing their image, by building a loyal audience and getting clicks on trusted content. Including a byline or biography to articles have a role with content sharing.
4. Make it visually appealing
A great and effective way to increase audience engagement is by adding infographics, images, charts, audio and videos in an article. This not only makes it visually appealing to the readers but also helps them easily digest information. Your target audience are more prone to return to your website or blog if you’re engaging, entertaining and educating them, with new, interactive content. In return, more people will remember you and share your material on their social media channels.
5. Use analytics softwares
The best possible way to track your audience engagement and online traffic is by using analytics software such as Google Analytics to help you understand the weaknesses and strengths of your content. This will save you time from writing ineffective posts and help you think more about posting alternative, engaging angles at a specific time in order to gain more readers for your company’s online site. In this case, research is key for successful content marketing!
Header image credit: Nicole Honeywill