Shareability. I don’t think it’s an actual word (at least, according to Webster), but try telling that to a digital marketer. Making your content shareable is key to an integrated content marketing campaign.
So, what does it mean to have an integrated content marketing campaign? Simply put, it’s utilizing all of the available social channels to get your content out there where people can 1. see it, 2. share it, and 3. respond to it.
How to Make Your Digital Marketing Content More “Shareable”
Sharing is caring.
According to Google, websites that have more social shares tend to be the websites that are ranked higher in search engine rankings. This means the more your content is shared, the better your SEO.
Infographics, for example, are great for visually illustrating a topic, but if it sits there on your website and isn’t posted anywhere else, you’re losing a ton of potential.
Sad infographic. Lonely infographic.
Whether it’s an infographic or a blog or a video or even something more “salesy” like a new product description, increasing the shareability of your content is a must for a successful digital marketing campaign.
Go grab yourself some buttons.
How do you get online users to share your stuff? Make it easy for them. Social sharing buttons are a MUST for every single piece of content you create (think your content is too boring to share? Well, then, make it more interesting!).
There are two main reasons for this:
- You’re more likely to get your content shared if you make it as easy as possible for those lazy internet browsers (I am including myself in this category) to just hit a button and boom – it’s done. It’s essentially asking your readers to go ahead and share it. And as a digital marketer, you know that a call to action is a good thing.
- Images and visual content that are shared from a sharing button receive more visual real estate on Facebook pages than content that is created directly in the status update. This means, in a way, Facebook gives social shares more prominence than standard posts.
Follow and share – you need both.
There are tons of different share buttons you can include alongside your content for social networks like Facebook, Twitter, LinkedIn, Pinterest, Google+, etc. In addition to asking readers to share your content, don’t forget to ask them to follow your business on those same networks.
So, for example, include a “Follow” Twitter button, a “Like” Facebook button, a YouTube channel button, etc. on every page of your website, on your emails and pretty much all of your digital marketing materials (banner ads included). This gives internet browsers the opportunity to take one step closer to becoming your customer by connecting with you on a deeper level.
You’ll also need to decide what kind of share buttons you want to include next to your content. For sharing content on Twitter, you could include a Tweet button, a Twitter mention button or even “Tweet This” anchor text. Hubspot put together a GREAT summary of all the different social sharing buttons out there and when to use what, I highly recommend taking a look.
Include these sharing buttons on ALL of your content, like:
- Images (including photo galleries)
- In-depth content like white papers, ebooks, etc.
- Interactive tools (like cost calculators)
- Product pages
I think you get the idea. The more opportunities you give people to share your content, the more they will.
Pinterest – it’s a different kind of animal.
For each piece of content, you’ll need to decide on what kinds of networks people would be most likely to share it. Twitter is great for sharing blogs and news articles; photos, videos and interesting links work well on Facebook; LinkedIn is more of a business/industry audience.
I think it’s important to talk a little bit about Pinterest and what kind of content does best on this up and coming social network. Because Pinterest is primarily visually-oriented, save your “Pin It” buttons for content that has a good visual component. Don’t forget to include your logo on this kind of content, so that if it gets pinned far and wide everyone on the web will know YOU created it.
Captivating photos, how-to tutorials and infographics are all good fits for Pinterest. But what I want to stress most of all here is product pages. If your website features products with a visual component (i.e. product photos or videos), make sure you include a “Pin It” button! That way internet users who are interested in your product can easily pin it to one of their boards, which is essentially like ripping out a product page in a magazine and saving it to your “I Want It” binder.
Personal example: my husband and I are in the process of giving our 70′s home a facelift (think linoleum, frosted light fixtures and almond-colored appliances). When I come across something like flooring or a new fixture I like on home improvement websites, I pin it to one of my boards (like “New Kitchen”). When it’s time to make a purchase, I just refer to my Pinterest board to remind me what it was I wanted.
And guess what? My followers have repinned those products onto their boards… and their followers repinned them on their boards, and on and on.
Oh, Pinterest. You truly are amazing.
You’ve got the buttons, now where else should you promote your content?
There are other ways besides Facebook to improve the shareability of your content.
Do you have content that would work well as a visual presentation? Upload it to SlideShare. This presentation-sharing website gets loads of traffic. You can then embed your SlideShare into a blog or on your website (an embedded SlideShare gives you 34% more views than a normal post, according to Hubspot) and you can also share it on your social networks directly from SlideShare.
Here’s an example of an embedded SlideShare:
Visual.ly is another great way to get your content out there; this website is specifically for infographics and is the world’s largest website devoted to the distribution of visual data. Infographics are 30 times more likely to be read than plain text (source) and they get more shares, pageviews, retweets and actions than traditional posts on social networks.
Don’t have an infographic? It’s not hard to create one using a program like Piktochart, just be sure it’s super high quality and readable. No one likes to read 5 point font, not even on an infographic.
Here’s an example of a Sol8 infographic created right here in Phoenix and posted on Visual.ly:
Explore more infographics like this one on the web’s largest information design community – Visually.
Want to learn more about integrating your content with social networks? Download our white paper: Social Media Marketing for B2B Companies. It’s free and it’s yours for the reading.