Updated: Feb 1, 2019
Content marketing has all but smoked out the increasingly less effective traditional marketing methods. The focus has shifted from pitching products/services to providing timely and useful content to help potential and existing customers.
From solopreneurs to Fortune 500 companies, a majority of marketers are putting their efforts into creating and executing their content marketing strategies. For smaller enterprises, a lot of effort goes into creating worthy content and often met with little to no audience engagement, but here are three reasons why the effort to create shareable content is worth it:
1. Cost Savings
On social media websites, like Facebook and Instagram, it costs money to get your content in front of your target audience. Overtime, that can add up especially for smaller businesses. However, highly shareable content can circumnavigate this. Through likes, comments and shares, your content will build an organic reach to a whole new audience.
2. New Subscribers
As mentioned, content that is widely shared can get your product or service in front of a new audience. Successful content can also turn members of this new audience into subscribers to your social media pages, blogs, or email newsletters. These new subscribers build your social media presence, as well as, continue to share your quality content to other potential fans of your business/brand. They may even grow into new customers.
3. Increase in Sales
Because content marketing is so targeted, you attract a better, more loyal customer. This translates to an increase sales. Not only do loyal customers return again and again to your business because the services and/or products you offer, they also return to engage with your content, helping to attract more potential customers.
So the big question now is, how to get people to share your content? Start with your brand. People will read, click on, or share your content just because they are fans of your brand. If your brand offers a high level of quality and trustworthiness, make sure it is reflected in your content as well.
Some fans develop a blind loyalty because they trust and know what to expect from your content and will even share your content without even reading it first. Other components of highly shareable content include:
making your audience look good by sharing your content, evoking emotions, supporting a common cause/belief, and providing high value i.e. relevant and useful.
Creating content that people want to engage with and share is no easy task. However, it is an effective way to reduce marketing costs, grow your audience/subscribers, and increase sales.