Your business has launched a social media campaign, and one of those measures is introducing content, whether it’s in the form of blog posts, infographics, videos or white papers. Unfortunately, for one reason or another, your customers and overall audience are neglecting to share this content on Facebook, Twitter, Google+, LinkedIn and other social media outlets.
Content marketing is indeed an important part of today’s world of digital advertising. In order to get eyeballs to your corporate website, employing various forms of content is one of the best routes to take. Not only does it highlight your authority and expertise on the matter, but it also shows that your brand is keeping up with the times and refuses to be left behind.
However, your content marketing strategy isn’t achieving that. Sure, the article or eBook is garnering a couple of dozen views, but viewers aren’t tweeting or Liking it, which is something that helps create buzz and a wider audience.
Although studies have found that certain types of users are reluctant to share content, there is potentially other reasons why they are refraining from telling their friends, family members and colleagues about an amazing piece of content they read. One factor could be the content you’re producing in the first place.
Here are six reasons why your customers aren’t sharing your content on social media:
1. Spelling & Grammar
With automatic spellcheck, text-speak and acronym ubiquity, it has become quite easy for so many people to lack the rudimentary skills pertaining to English spelling and grammar. If your content consists of constantly using "like," inserting the incorrect usage of "you’re" and adding "OMG" then the content will immediately turn your customers off. Why would they even bother sharing it?
2. Unrelated Content
Your company primarily works in the search optimization industry, or your firm is in the realm of personal finance. For whatever reason, your content decides to venture off into another area completely. You work in law, but you’re writing about celebrities. You work in medicine, but you’re opining on foreign affairs. You work in engineering, but you’re penning on economics. Only produce content that is related to your field.
3. Too Technical
Although you’re an expert in your field, your content should never be too technical. Sure, industry professionals and experts will understand what it is you’re espousing, but the average customer or viewer may not. This means that you should refrain from using industry jargon, complex terminology and in-depth explanations.
4. Covered Elsewhere
There’s only so many topics a publication or business can write about. How many articles are there entitled "How to save money," "What is a mutual fund?" and "When to take boiled eggs off the heater." If your articles have been covered in every blog or website under the sun then it’s time to start coming up with unique ideas - again, remember that they are focused on your industry.
5. Too Active on Social Media
Many brands and firms make the mistake of being too active on social media. This consists of posting too many updates, sharing their content every minute and retweeting or Liking anything that comes their way. In reality, you should be active only a couple of hours a day, and this should also transition to your content. If you have evergreen content then share it once every couple of months.
Why would someone share your content when you’re already doing enough for 10 people?
The conclusion that digital marketers make today is that Internet users have the attention span of a cat. In other words, most people on the Internet don’t have very long attention spans. This is where you content comes in: paragraphs are too long, there aren’t any subheadings and it’s 2,000 words long. The aesthetics are crucial because with subheadings, paragraphs that are between three and 6 lines long and around 800 words can keep audiences engaged, and think this is your magnum opus.
Indeed, social media has become a crowded arena where there are hundreds of millions of people tweeting, Liking and Instagraming every second of the day. It’s already difficult to stand out from the crowd, but with persistence, common sense and compelling content, your brand can become a standard bearer in no time. Patience is the key term in this sense.