By utilising content marketing, you can market your book on social media effectively. It is vital that you create content which is valuable to your target consumers, as they are more likely to share these posts across social media, spreading the attention to a wider reader base. Here Hayim Oshky explains how to create content your audience wants to share.
Find out what they want
Start by asking yourself one question. Why would people want to read my content? In most cases, people will click onto your content because it covers a topic they actually want to read about. Conduct market research to find out which areas your target audience engage with, so you can produce articles which attract high online traffic volumes. Think about writing an email marketing campaign, so you can assess the views of a large share of your core audience.
Create a persona
By carrying out market research, you can also cultivate a writing persona. As Jodi Harris of the Content Marketing Institute explains: “Without personas, you may only be guessing what content your audience wants… which means you are more likely to revert to creating content around what you know best (your products and company) instead of around the information your audience is actively seeking.” By adopting a persona, you can write with a voice your audience engages with, leading them to share your content with like-minded readers.
Tackle interesting topics
Safe content is distinctly unshareable. Focus on covering unique and controversial topics in your content marketing strategy. This way you will create articles which people feel compelled to share with others because they are genuinely interesting. Remember that as Co-Schedule explains, controversial is not confrontational. Create thought-provoking pieces which provide unique insights on intriguing topics without provoking a reader’s ire, to ensure this strategy doesn’t backfire.
Utilise striking images
A picture is worth a thousand words. No content should be posted online without a striking visual, capturing a reader’s eye so they feel drawn to see what lies behind this arresting image. The Guardian notes that video will account for 69% of all consumer traffic by 2017, so you might also want to include videos. Considering the increasing popularity of video, it is more likely that readers will share your content online if it includes an engaging clip, as they have a habit of going viral.
Don’t forget headlines
Figures suggest that 55% of people spend less than 15 seconds on a website. In this fast-paced digital world if you don’t catch a potential reader’s attention from the off, they won’t even bother clicking on your content, never mind sharing it. Make sure that you include bold, engaging headlines with your articles, so you can tempt your audience into reading further. Here you might want to think about testing out certain words with your audience via market research, so you can see what’s effective.
Thank you for reading… Hayim Oshky.