Unless you’ve been living under a rock for the last decade, you know that social media has exploded onto the digital landscape. Consider for just a second how much information is now available to us online and how easy it is to share the content that resonates with us through a simple click. With the ease of sharing information, businesses need to consider why users share content and how they can create an impact with shared content.
We know content is an enormously broad concept but businesses actually have an influence in determining what users share and it all starts with relevance and context. You have to first understand your audience and what makes them tick. What are their hopes and dreams? What are their fears? What are the burning questions that you can answer for them? When the content you create comes from this place of understanding, it will resonate in a whole new way with the people you’re trying to reach.
Pushing that thought further, when your content resonates, people engage with it, and people share it. This applies to all types of content from an offer or promotion to a blog post or images and videos. It’s this content that people share that helps your business get found and brings in new business.
It’s important to remember that the act of sharing something occurs in a short time span and for the most part, assumes a “trigger” to share. There are two known triggers that can be personal, subjective and relative. The first is the rational trigger of content sharing which refers to content being shared because it is rationally deemed valuable and relevant. The second is the emotional trigger of content sharing which refers to content being shared because it is emotionally appealing or because sharing it fulfills an emotional need or desire. Sometimes these two triggers can overlap. Try to appeal to one or both of these two triggers as you create your social media content strategy.
So, how do you get started on creating content that people will want to share? Find a current customer who fits the mold of your target audience and chat with them. Pick their brain and listen carefully to why they choose to do business with you. Ask them what frustrates them and how you could help them. Then, put a plan into place to create content that addresses that and other similar issues within your area of expertise.
Following this process allows you to create content that will resonate with your target audience and get shared. As your content gets shared it allows you to reach and attract more people to your business.
It is clear that having your content shared across social media channels drives traffic to your business. If you’re ready to start creating an impact with shared content through social media, contact us today and we will help you to create a social media strategy that does just that.