How can we be sure that the blogs, newsletters, videos, and case studies we produce will get any traffic? In marketing, ROI is everything, and time and talent spent on ineffective content creation is money down the drain. The good news is, valuable, shareable content doesn’t have to go viral, it just has to connect with the target audience, and be both immediately and continuously useful to them.
Shareable Content Is Evergreen Or Topical
What is “evergreen” content? It’s digital marketing in the form of blogs, case studies, white papers, ebooks, infographics, podcasts, videos, or Q&As that is perpetually relevant long past its publication date. Evergreen content is indefinitely reusable and recyclable, increasing its total ROI over time. Evergreen content can also be indefinitely linked to or referenced in new content, providing additional context and educational information for the audience.
Beyond its recyclability, shareable evergreen content with smart SEO strategy deployed throughout will continue to build your digital footprint with Google over time as more visitors accumulate.
Topical content, though not evergreen, is also powerful when deployed in a timely way. Marketers can take advantage of current events or new technology featured by mainstream media to increase their own visibility for a finite amount of time. As long as your contribution to the conversation is relevant to your business and your target market, providing your business’ take on a hot topic can pull in a wider audience for a finite amount of time.
Shareable Content Is Practical
In a study by the NYT Insight Group, 94% of of content consumers assessed the usefulness of the content before sharing it. Shareable content is such because it provides the target audience with immediate value, prompting the audience to spread it around to others who might also find it helpful. So what makes content useful or practical? Shareable content provides action items, tips, or tools that require little additional research and exploration. Product demos, video tutorials, reports, or step-by-step guides are great examples of this.
Additionally, shareable content needs to be industry-relevant in order for it to draw in an audience with the potential to convert. Instead of producing content you think will go viral amongst general internet users, create content that your specific target audience is most likely to appreciate.
Shareable Content is Easily Digested
If a given article or web page doesn’t immediately provide internet users with information relevant to their search query, they are likely to exit that content without having read or viewed the majority of it, which doesn’t bode well for your marketing ROI or conversion rate.
To create well-organized content, use bullet points, lists, explanatory headings, and bold or otherwise visually isolate important takeaways. Concise, organized content helps your audience to quickly glean more of the information you want them to know about your product, company, or industry.
For larger pieces of content like in-depth blogs, articles, white papers, or case studies, highlight and organize the most valuable nuggets of information with descriptive headings, chapters, or content pages. For the right target audience conducting technical research into a product or service, they will expect to spend more time with your content and appreciate content organization that makes their research less tedious.
Bottom line: the more time a digital content consumer invests in your content, the likelier they are to find it useful, leading to a higher number of shares and exposure for your business.
Creating shareable content doesn’t have to be rocket science, but it should always have a strategy behind it. For more information on maximizing the efficacy and ROI of your digital content, connect with one of our content marketing experts.