Content marketing is all the rage right now, so it's only natural to choose it as a key segment for your marketing strategy. But if you've been busy creating content for a couple of months now and still see no results, you need to take a good look at your tactic to identify why your content sharing is low.
Taken you already produce good quality content for your blog on a regular basis, your content should be discovered by new users and shared by existing ones. If this is not the case (or you are just looking to improve your approach), have a look at these 5 most common reasons on low content shareability with tips on how to fix it.
Main Reasons for Low Content Sharing
1. Your content is too "salesy"
Creating content with pitching your product or service in mind is the wrong approach in content marketing. If you think your audience won't notice it, you're making a huge mistake. Instead of selling your product, aim for adding value or sharing your knowledge about the industry. Your goal is to address problems experienced by your audience and solve them, ideally better than anyone else.
If you're being way too sales-oriented in your posts, it's no wonder nobody wants to share them. Sure, you might be worried that posts without any mention of your product won't do their job – but just add a clear call-to-action button at the bottom of your article and you'll be on your way to converting leads.
2. You're not promoting it
This is the easiest way of how to kill your content marketing strategy. Once you create content, you can't expect people to find it and share it for you. That's just way too much effort. Instead, be active about it and promote your content like there's no tomorrow.
Content promotion is in fact, an integral part of content marketing. But don't go overboard – if you're just promoting content and not creating it, you can be sure that your audience will get tired of constantly repeated content.
You can promote your content via email newsletters or social media (including not only Facebook or Twitter, but also LinkedIn). Reach out to industry influencers and pitch your ideas to them – when commenting on their content, always link back to yours.
3. You’re in a niche market that is difficult to engage with
Sometimes you might struggle to get a reaction out of your audience simply because you're dealing with a really tough niche. In this case, the reasons for the lack of shares can range from industry insiders not being online and your industry simply not being very popular. Finally, your industry might simply be "unattractive".
If this your problem, don't count on a universal strategy to help you instantly boost the shareability of your content. What you need to do is create a tactic by choosing the most effective type of content and plunging right in. Have a look at your niche and see what types of content works best – that's how you'll nail it down.
4. You're not connecting with your target audience
If you don't take the necessary effort in meeting your audience half-way, don’t count on them to engage with you just because. Reach out to these people and let them speak. Ask them for feedback, inspire them to share their own content, suggest social sharing and crowdsource their opinions. Address this communication gap and make sure they know that you value their voice.
Make sure that you're visible online by boosting your SEO efforts and being active on social media. Once your audience is able to find you through your website or social profiles, you'll become a real entity in their minds and they'll be much more likely to interact with you.
5. You don't make sharing posts easy
You can't expect your audience to do the entire job of sharing your content by themselves. You need to make it as easy as possible for them to share it on their various social media profiles. If your sharing buttons are wrongly placed and not easy to find, you could be missing out on a lot of shares.
People are lazy and won't be up for a social media button search. So try different placements, sizes and colors to test which ones bring the best results. If it fits your niche, you can use a smart “Tweet This” tool to easily embed tweets right in your posts so users can retweet them with a single click.
Use these 5 steps to identify the cause behind your content's low shareability and follow through with them to be on your way to fixing it. It's always better to fix the problem before it brings serious consequences to your brand, so start optimizing now, don't postpone it until later.