Everyone’s in #content overdrive these days and it’s dangerously easy to be left feeling as though you’re shouting into the wind (tip 1: drop the clichés!), but getting your material out there and getting a response is a vital element in the quest for: new business, search engine visibility, loyal followers and positive brand reputation.
So how can you create content that gets the right reaction?
Define your #audience
Before you do anything, decide who you’re talking to and then find out what they like and – crucially – where they are. The likelihood is you don’t have time to manage content across the many #social #media platforms that exist, so choose a select few that will best serve your audience and focus on these.
Define your #success criteria
Ask yourself – what would be a successful result? Is it about SEO, enquiries, followers or simply the bottom line? Once you know what you see as your key objectives it’s much easier to employ strategies and create copy that drives viewers to do what you need them to – sometimes it’s as simple as asking them (see point 5).
Focus on benefits not features
Most of the time people don’t care how you do something, they just want to know what you did and how it can help them. They want you to be the expert so they don’t have to be.
Adjust to suit your platform
One of the reasons that good social media management is time consuming is that you can’t simply churn out the same material for every platform. For example, questions #work better on Facebook than LinkedIn or Twitter. Hashtags can seriously improve your click-throughs on Twitter, but may actually have a negative impact on other platforms.
Get out the power tools
Numbers at the start of headline are clickable, whilst words such as ‘you’, ‘surprising’, and ‘how to’ are considered powerful attraction words on social media. Find the words that work for your audience and be sure to get a reaction from your posts. Avoid jargon, instead focus on clarity, urgency, intrigue. In fact, curiosity is one of the most magnetic draws for online readers.
Consider the 2 part sentence
Surprise captures our attention initially, and interest holds it. Combine a question and statement, or a shocking statement followed by a qualifying statement or question (that doesn’t give everything away) to draw readers in.
- Of the newest CEOs, only 3% are female. Is this progress?
- Did you know women invented these? Meet the inventors behind these everyday items.
- Which country offers the best childbirth experience? Study reveals some surprising insights.
- Poor communication in the workplace is restricting job satisfaction. How you can make a difference.
Don’t be ashamed to ask
Use a clear call to action: Take, Click, Re-tweet (not RT), Share, Try, Discover, Learn,
In fact ‘more verbs, less nouns’ is generally a good approach, and drop adjectives and adverbs wherever you can. Simply requesting a Re-tweet can result in a minimum 100% increase in sharing on Twitter (some sites claim as much as 400% increase).
And if you can’t remember all that, just remember this –
It’s social media or BUST so try to Benefit your reader, make it Urgent, be Specific and Tantalise them into clicking.
Melissa Valente is an Account Manager at Formative Content and specialises in PR, corporate communications and journalism.
You can follow us on Twitter @greatcontentmkg
Formative Content is a UK based content #marketing agency producing high quality content, live event coverage and strategic communications support for clients around the world.