Have you ever wondered why does some content get read and shared like crazy, while some doesn’t? Internet marketing and content marketing go hand in hand; specially at the beginning of our careers we have certainly wondered why our awesomely written posts with the clever turns of phrase are not spreading like wildfire on nitro mode.
Image credit: BuzzFarmers @ Flickr
Well here’s your answer to why your content doesn’t get read or shared and how you can make that happen.
Do your blog titles evoke curiosity?
Curiosity is the gap between what we know and what we want to know. Therefore, do the blog titles that you share on Twitter, Facebook and Linkedin promise to tell the readers about something they don’t know and want to know. Which means, you have to understand who your readers are, what their levels of expertise in your niche is and what would they like to know and then promise to tell them in a succinct headline.
Does your content deliver?
Fine, so you’ve evoked curiosity in the reader’s head and she/he clicked through to your post. Now, does your content deliver the goods? Most writers and blog admins strongly believe that the stuff they generate is awesome, however, unfortunately there is a mismatch between their perceptions and those of the reader. Because what they feel is awesomely useful is usually thought of as “yeah ok whatever” by the readers.
To resolve this, first of all let go off your views and simply install a trial version of any voting plugin on your blog. At the end of your post, ask readers if they liked what they read and if it was worth sharing. This simple action will tell you more than anything else.
Does your content massage the reader’s ego?
Image credit: o5com @ Flickr
Like it or not, but we humans are selfish little beings. Being a marketer, it is essential for you to harness that fact. So ask yourself this question? When readers share your posts, will their network think of them as smart, as following and reading something that is deeply insightful and as being on top of it?
You see, when people share your content they are endorsing it. And no one wants to endorse something that will make them look stupid in front of their peers and network. In fact, I have a feeling that one reason The Economist’s articles are shared is because we believe they make us look smart in front of others. Point being, your content must make the person who shares it look cool, intelligent or being at the top of her/his game.
Let’s take a live example of this. Do you know why content that talks of the latest updates in Google’s Search Algorithm get shared so much? One, because it is very very relevant to readers and their businesses, and secondly, when people share it they display to their professional network that they are in sync with the industry and are in a way providing value by sharing it with those who need it but might not have read it.
And that right here ladies and gentlemen, are the psychological underpinnings of great content. To reiterate, they are
- 1) Evoke curiosity through your headlines
- 2) Deliver on it through great content
- 3) Make it shareable by making it good enough so that the person who shares it is proud to do so
What do you think?
Is there something I’ve missed out? Can more be done? Let’s talk about it in the comments.
Bio: Siddharth Deswal works at Visual Website Optimizer, the world’s easiest A/B testing software. He’s been involved with web development for about 8 years and actively looks to help online businesses discover the value of Conversion Rate Optimization. He tweets about A/B testing, landing pages and effective marketing tips on@wingify