Ever dreamed of writing a blog post that strikes a chord with hundreds, if not thousands, of people?
It’s the kind of content that’s instantly shared across social media, snowballing as traffic is driven to your website in even greater numbers, while generating incredible new leads.
I’ve written hundreds of posts – some do well, others less so – and nothing beats seeing the social sharing icons tick over as your audience immediately connects with the topic – and passes the post on.
So what’s the secret to social sharing success?
I recently met Sara Critchfield, Editorial Director of Upworthy, at her Vivid Sydney talk, entitled On Media, Marketing and Making People Care. Upworthy is the world’s fastest growing media company and one that challenges the rules of traditional media to put out content shared by millions of people every week.
Upworthy posts videos only, no text, and focuses on sharing content that “most people” will like.
And it works.
The organisation’s website currently pulls in 50 million unique visitors per month from publishing an average of seven pieces of content per week.
It’s all fascinating stuff but what can your business really learn from Upworthy’s success at putting out business content that people want to share?
Appeal to your audience
Make sure your business content – blog posts, articles, news stories, web pages – is compelling and grabs the reader’s attention.
Sara says this is the only kind of content that Upworthy distributes. Nothing is published that is dry or boring. Upworthy’s aim is to curate content that is meaningful, engaging, inspiring, gripping – and is subsequently shared by millions.
Focus on the packaging
Your online content needs to be packaged the right way. If it isn’t, then it doesn’t matter how good or well-written it is, it simply won’t be shared.
Upworthy places a major emphasis on headlines and images, spending hours tweaking and refining the key things you’ll first see when you jump onto social media. And, once you click it, they’ve got you.
Share on the right networks
Which social networks are the best ones for your business? Is Twitter the right place to announce a new service or should you focus on Instagram as the launchpad for your latest product?
Upworthy optimises everything it does for Facebook, says Sara. If you want to be where most of the people are, this is where it’s at. And, while Facebook isn’t for everyone, she believes that you have to figure out what works best for you.
The final point to take away: remember that if you do want your work to go truly viral, you need to write the kind of content that not only your clients or friends will share, but that their friends – and friends of friends – will also share.
If you’re interesting in learning more about how best to optimise your business content to get it in front of as many people as you can, send me a note via the contact page and let’s talk.
Have you found success in sharing online? What tricks or tips did you employ?