You create a piece of content that gets virtual cheers from your audience. People like sharing long-form content. Create more in-depth content of around 2,000 words. Create fresh angles on related but unaddressed topics and publish in a familiar format or platform. It’s inspirational Tell stories that make readers feel more connected to your brand. Example: El Bolillo Bakery This Mexican bakery in Houston created valuable content that resonated, inspired, and engaged its audience. Give your take on a story, share it with your audience. Tackle controversial topics Get people thinking and they’re likely to connect on that topic with people they know. Which topics are relevant to both your brand and your audience? Make good content Focus on creating good content consistently.
You create a piece of content that gets virtual cheers from your audience. It gets tons of shares and drives more traffic than your last three pieces of content put together.
But the next piece you publish flatlines.
What’s going on? Why does some content attract a crowd, while other content is virtually ignored?
The answer can be complex. But often, the content isn’t consistent. If your goal is continued success, you must follow the same standards to create a strong foundation for every piece.
1. Give your readers something valuable
What does valuable content look like?
It goes deep
BuzzSumo research on over 100 million articles found that the most average shares come from content between 3,000 and 10,000 words. People like sharing long-form content.
The internet is overwhelmed by memes and shallow blog posts. To stand out, spend time creating one brilliant article instead of three lightweight ones. Create more in-depth content of around 2,000 words.
It resonates
Look at the content of your competitors and how your target audience consumes it. Where do they publish it? What formats do they use? Create fresh angles on related but unaddressed topics and publish in a familiar format or platform.
It engages
Incorporate more visual content. BuzzSumo research shows that articles with an image once every 75 to 100 words receive double the social shares as articles with fewer images.
It’s credible
Content backed up by data instantly becomes more credible. Link to trustworthy sites that back up your claims.
It’s inspirational
Tell stories that make readers feel more connected to your brand.
Example: El Bolillo Bakery
This Mexican bakery in Houston created valuable content that resonated, inspired, and engaged its audience. El Bolillo Bakery shared a story on Facebook about how its bakers who were stranded in the store by Hurricane Harvey made use of the time to bake for the people in shelters, first responders, etc.
TIP: Your brand doesn’t have to be directly involved in the story. Tap into inspirational stories…
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