Updated: Apr 12, 2019
Creating content that can easily be shared online is one of the most effective ways to build brand awareness and attract new customers.
It is safe to say ( by now ) that Content marketing has all but eclipsed the increasingly less effective traditional marketing methods such as display advertising and text ads. The focus has shifted from pitching products/services to providing timely and useful content to help potential and existing customers.
From solopreneurs and small business owners, to Fortune 500 companies, a majority of marketers are putting their efforts into creating and executing truly robust content marketing strategies. For smaller enterprises, a lot of effort goes into creating worthy content and often met with little to no audience engagement.
What is Content Marketing?
Content marketing is a holistic form of marketing in which the marketer attempts to create brand awareness and/or attract new customers via the creation and distribution of content for a targeted audience. Some examples of content used are articles, guides, videos, etc. The main purposes of content marketing is typically to attract attention and generate leads, expand your customer base, generate or increase online sales, etc.
Here are five 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, these costs can add up especially for smaller firms. However, highly shareable content can circumnavigate this obstacle. Through likes, comments and shares, your content will build an organic reach to a whole new audience.
2. Increase traffic to your website or blog
Here is another great benefit of content marketing, especially for small operators of blogs and eCommerce platforms. Creating and sharing quality, relevant content will help drive repeat traffic to your web portal. Publishing consistent blog posts, articles, or videos will bring more visitors to your site over time. According to study by HubSpot, firms that published over 16 blog posts per month saw over three times more traffic than companies that published four or less.
3. Onboarding & Education
If you run a software company or you are an app developer, content marketing can help you educate your users on how to get the most out of your products. You can build an Onboarding strategy around quality content. Studies have shown that the top reason why free trial users of software applications never become paid customers is that they simply have no clue how to use the product they signed up for. You can help convert at a much higher level by building and deploying highly engaging content via social media or email to help walk your users through the various features of your apps.
4. 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.
5. 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.