No one likes to be forgotten. Perhaps, you secretly stalk your favorite blog, watching the Likes, Tweets, and other social shares pile up while your financial institution’s blog has a lackluster social pulse. No one’s sharing or remembering your content. No one cares. You’re at a loss and you’re frustrated. You write to your audience. You’re an expert in your field. Yet you’re not getting the recognition and social fanfare you hoped, and your blog is dying a slow, painful and lonely death.
While no one likes to be forgotten, you need more than relevant content to get your audience’s attention. You need to create a great experience that brings visitors back repeatedly, that goes far beyond simply providing relevant content. Creating a great experience is crucial for content sharing at your FI. So how can you master this approach?
These 10 Factors Will Help Get You There.
Is Your Post Social?
People share things that make them look good. Individuals don’t create profiles to show the bad things about themselves. They create them to promote all the good things. They want to share things they feel proud of and that mark them as being an expert in their fields.
Many people view social profiles, so people want their profiles to give the best representation of themselves. Because of this, your post needs to make people look good for sharing it.
Is Your Post Memorable?
People share things they can easily remember. They share things that have left a lasting image in their brain and can be easily recalled. This makes your title crucial. If your audience can’t easily search for your post, it won’t get shared.
Does Your Post Help People Self-identify?
People share things that help them define their inner self. They relate to things that say something about who they are as people.
Because of this theory, Buzzfeed lists have become increasingly popular. They highlight humanistic parts of people that are self-identifiable. There might be a single New Yorker out there who shares this list because it completely sums up that person’s feelings about his personal situation. He feels like the article is in some way defining him.
Does Your Post Help People Connect To Others?
People share things that let them connect with others. They love to share things that remind them of others or connect them to a community. Social media was initially established so that individuals could feel like a part of something, and that overarching theme continues today.
For example, we’re sure you cannot count the number of times you have posted something on someone’s Facebook wall because it reminds me about a certain person. Once you leave that post, you feel a connection with that person and are happier for doing so.
Is Your Post Itching To Go Public?
People share things that are built to grow. They want to be a part of something that is bigger than themselves.
For example, Facebook’s ALS Ice Bucket Challenge. To raise money and awareness, videos were sent out in which users dumped a bucket of ice water over their heads and challenged a friend to do the same. If individuals did not complete the challenge, they had to donate $100 to ALS Research. The campaign saw a massive surge in donations because people wanted to share something that was bigger than themselves.
Does Your Post Have Value?
People share things that bring value to their lives. If you can provide valuable information readers can use, they are more likely to share it.
While your post may have an eye-catching title, if the body of it has no meat and potatoes, people will feel like they wasted their time. They need to feel as though it has value and that it will bring value to others.
Does Your Post Tell a Story?
People share good stories that change or validate their beliefs. A good story lives on in your heart forever and is easily recalled.
For example, after we wrote a post, “Man + Polar Bear = True Love: Making Brand Love a Reality,” many people viewed it because it has an eye-catching title, but they also viewed it because it tells a story. People read on because they wanted to find out what was going to happen. The story was memorable, and that’s what made people want to share it.
Is Your Post Positive?
People share positive things more often. While other emotions get shared as well, people are more likely to share things that are positive.
For example, with the passing of Robin Williams, many people shared articles and posts about him. But what content was really shared? Was it sad articles about suicide and depression? Some were, but the majority of articles celebrated his life and fantastic performances. People wanted to share the good things he had done that made them smile. Who can look at a picture of Mrs. Doubtfire with icing all over her face and not smile?
Does Your Post Have A Call-To-Action?
People share things that create arousal and form a need to take action. If you don’t send out a strong enough message, people aren’t going to feel like anyone else needs to see your post either.
Your conclusion should act to connect all the dots throughout your post and drive home a reason to share your post. People won’t have to question whether or not they want to share something. Instead, they will feel the need to share it.
Is Your Post Original?
People share things that are genuinely unique and creative. While you may be writing about something other people are talking about, are you taking a different angle on it? You should be sharing things that people haven’t heard of, a curve-ball, to give an interesting perspective on the subject.
For example, we wrote another post titled “Lego’s Ingenuity – Piecing Together Social Media” that provides the perfect example here. While many people are talking about social media, we provided an insight that hadn’t been highlighted before. We related it to something that was interesting, easy to understand, and unique. Because of this, it was shared.
If you keep what people share and why they share it in mind when creating your next blog post, you will catch more people’s attention and get your content shared.
Shareable content ensure your posts aren’t forgotten. It ensures your blog lives another day, and lives it well, so why not share this content with others in your organization to all get on the same page about what content gets shared.