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Creating Shareable Content Is Easier Than You Think

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Brands need publicity to help them grow, and on the Internet, having shareable content is the easiest way to garner some of that much-desired publicity. When people see content they like, they often turn to social media and other digital platforms to share their findings with their networks, potentially leading to viral growth and increased awareness for the content’s origin or originator. With 1 billion active users on Facebook, more than 10 million unique monthly visitors on Pinterest, 170 million active users on Twitter, and 78.3 million blogs and 34.2 billion posts on Tumblr, the social media landscape is rife with marketing opportunities. If you seek to promote your website, creating shareable content that can do well on these platforms is definitely worthy of your consideration.

Here are five examples of highly shareable content that you can use to generate publicity for your company:

1.  Video

Within a digital context, when people think viral, they tend to think video as well — and for good reason. Videos are a useful tool in an effort to increase publicity for your brand and company, as evidenced by the oft-spoofed and oft-replicated Old Spice “The Man Your Man Could Smell Like” campaign. When people like videos, they can upload them directly to Facebook, Google+ and Tumblr, or link to them on Twitter. Within video-sharing sites like YouTube and Vimeo, users can favorite videos and add them to their playlist, exposing members of their network to the video and further expanding its reach.

2.  Photos

Strong visuals are an effective component of any marketing campaign, and this may be especially true when it comes to Internet-based campaigns. From the stylized photos all over Instagram to the digital bulletin boards of inspiration covering Pinterest, well-composed aesthetically pleasing visuals are in demand. Furthermore, Internet users are constantly bombarded with information and images, so featuring photos that catch one’s eye is a sure-fire way to distinguish your company. In addition to Pinterest, photos can easily be shared on Facebook, Google+, Tumblr and Twitter.

3.  Graphics

People have always had an appreciation for great graphic design and its ability to use compelling visuals to capture a moment while relaying a concise message. Graphics refers to illustrations, posters, typography, GIFs, Internet macros, etc. The last two in particular are best suited for Tumblr, where users can re-blog content they like, which makes it easier to see and track how popular the content actually is. Pinterest exists solely for visual content, so graphics also thrive on that platform. Graphics can also be shared on Facebook and Google+, but the Tumblr and Pinterest communities tend to have more of an appreciation and desire for that type of content.

Visuals that combine noteworthy information with strong graphic design also do quite well in the world of social media. People value quality and convenience, and infographics provide both by presenting information in an easily consumable manner. Again, as infographics feature a strong visual component, they are best suited for Pinterest and Tumblr, but can also be shared on Facebook, Google+ and Twitter.

4.  Lists and How-Tos

Type “how to” into a search engine and look at the assorted suggested possibilities the engine generates — there are a lot. People are constantly looking for advice on various topics, and lists and how-tos package helpful information in a readable way. When something is easy to follow and actually works, people will share it; after all, people love to share things they like. Facebook, Google+, Twitter and Tumblr are the best platforms for publicizing and sharing lists and how-tos.

5.  Blog Posts

There’s a reason why so many different companies (news publications, fashion brands, advertising agencies) have blogs. Blogs allow users to share information, which is helpful when dealing with current events or trends, and often provide a behind-the-scenes look at a company. Frequent updates drive traffic to their website, which, if the site is well designed and provides a pleasant user experience, can be converted into purchases, ad revenue, etc. Blog posts are best shared via Facebook, Google+, Tumblr and Twitter. Twitter is especially useful in this regard, as you can use hashtags to help people identify the subject matter, and if a user is searching for tweets pertaining to that subject, they’ll encounter your tweet and your blog post.

Image: Squirrel Creating Content by Shutterstock

About the Author

Melissa Woodson is community manager for Washington University in St. Louis @WashULaw, an online LLM degree in US Law. In her spare time, she enjoys running, cooking, and making half-baked attempts at training her dog.

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