The Art of Writing Shareable Social Media Content

By on May 14, 2018

To make marketing gains from social media, you have to create effective shareable content. The widespread sharing of content is a great attraction for marketers.  However, the content has to be right so that the audience finds enough merit in it and feels vested in sharing it.  It is easy to say that valuable content works well, but the kind of content raises awareness, encourage readers to interact with it and drives engagement is what you have to understand well. It is imperative to write content meant for social media, and you should do it consistently.

Just as content is king in marketing, the target audience is king in deciding what type of content is good for sharing.  You have to create content for the audience by keeping in mind what they expect from you.  You have to understand their need and their appetite for the specific type of content they are willing to consume.  The better you understand your audience, the easier it becomes for you to create the content that is shareable. Keep reading to know about the options available for creating your dream content that is a huge impetus to marketing.

Focus on the needs of your audience

Content is a marketing tool that you have to use for real people. Naturally, the content you use has to target the audience you have in mind. The kind of content you should create depends on what the audience wants. You have to read the minds of the target audience, which, if you know it well, will make content creation easier.

Using some tools like Facebook Audience Insights would help to get a glimpse into the mind of your audience. You will come to know what they like, comment on, and share every day. Match it with your business objectives to decide how to create content that keeps the interest of your audience alive and at the same time serves the purpose of your business. Based on the data generated, you could distinguish between the wants and needs of the audience. Facebook Audience Insights helps you to fine-tune your findings by using filters to focus on activities, location, and even buying decisions.

Reader-oriented content

Since you want your audience (readers) to share your content, you have to create it with them in mind. The content should make readers feel as if you have created it for them only.  Since you already know what the audience wants, you could make them happy by creating the most suitable content. It is important to step into the shoes of the audience to understand their perspective, and once you have done it, creating content that would make them move will be a cakewalk for you. Indeed, you need to have the right resources for creating content because it is the job of specialists. You can get help from professional online marketing companies that offer services in Buffalo SEO. To align the content with your business, segment the audience and then create specific content for the group.

Infuse emotional elements into the content

Talking blandly about your business through content is the last thing that you should do. No one wants to read straitjacket business articles on the social media. The content, though related to business topics, must have some resemblance to the characteristics of social media platforms where people spend time in a lighthearted way. Firstly, it has to be entertaining with surprise elements that make readers more inquisitive about it. It should also be motivating for readers because they must feel like sharing it. Secondly, the content should stir the right emotions among readers , after which they would feel like sharing it. Engaging the audience is the goal of content and sharing is just a by-product. Knowing what moves the audience and motivates them would help to introduce suitable elements in the content that appeal to the emotions.

Present a story

People love to read stories, and you must apply the concept of storytelling in creating content for social media. Select stories of your business and relay it to the audience in a captivating manner.  The story has to be real and relatable.  The story should be relatable to people you come across in real life as well. An easy way of doing this is to build it in a way that allows the audience to become a part of your world.  The story should promise something, provide some smart shortcut or highlight some aspects. The promise should be bold enough to drive readers.

Create interesting content

The audience wants to make the best use of the time they spend on social media, which could be an hour every day on an average. They also know the types of content that they want to devote time to, and the types that they want to ignore.  As you are aware of the target audience by gaining insights into their behavior, attitude, likes and dislikes, you should know what content would interest them.  Keep away from boring content and do everything possible to make your content stand out and connect emotionally with your audience.

Do not lose sight of your goal

Since you are creating content with a purpose, you must not lose sight of the goal that you want to achieve by using the content.   Stick to your goal and trim away the distracting options.   Focus on what the audience takes away from each content because herein lies the value that the audience is willing to pay for. Create the content that logically leads towards the goal and does not include many options that confuse readers.  Include just one or a few requests in a post that drive them to take some action without any confusion.

As the saying goes “Sharing is caring”, but only if you create compelling content.

About Vinod Jethwani

Vinod Jethwani is the CEO and Founder of Walnut Solutions and he helps web based companies with his SEO strategies to grow their revenue. He started his career in 2007 as a software developer with an Indian based MNC and later in 2011 became an entrepreneur. Follow him on Twitter or through his blog.
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