You might be creating the best content in your niche, but it won’t matter if no one is reading it. You can run great ads or promote your content on social media, but if no one is clicking on those links, you aren’t going to get the results you want. One way to know that your content is hitting the mark is if people are sharing your content, which will also help you to get more exposure.
There are a lot of reasons why you might not get the content shares you want. Here are a few problems you might need to address:
You Aren’t Connecting with Your Audience
Finding the right audience is the most important thing you can do to ensure that people are connecting with your content enough to want to act, including following through on your call to action and sharing your content.
Don’t write about topics for a general audience. Write about specific problems for your specific audience. Therefore, don’t just write about parenting topics, but write about infertility. Or even get more specific and write about infertility for couples who have previously had children or infertility for those who have survived cancer.
The more narrowly you can define your audience, the more specific you can be with your writing, and the more impact you will have each time you publish.
Make sure that you are also publishing to the channels that your audience visits. Facebook may be very popular, but if you are targeting the retired crowd, you might not find them on the social site. Likewise, if you are marketing to teenagers, you would want to publish on Facebook or Tumblr instead of through email.
Your Content Doesn’t Make an Impact
Don’t just write about the topics your audience wants. Make sure you are also writing about topics from an original perspective and that you are creating impact by writing from an angle that is inspiring, surprising, interesting, or inspiring of some other emotion.
Therefore, if a topic has been done to death — the norm in just about all niches — don’t settle for just writing about the same topic using different words. Take an entirely new approach.
For example, instead of writing about how parents can save money for their children’s college education, take a different approach and tell them why they shouldn’t be paying for their kids’ college at all. Maybe you argue that it’s not financially responsible, or maybe you argue that college itself isn’t necessary.
The best content will take a different perspective while also creating emotional impact. In the example above, you are also surprising your audience or making them feel relief or rage, depending on where they stand on the issue.
Other content that connects with your audience are articles that provide a solution. In that example, parents have a solution to their education-savings problem: Don’t do it.
Make sure that your content is skimmable and easy to read for those with limited time (which is everyone). End your article with actionable takeaways instead of a mere summary.
You Have a Logistics Problem
Maybe your content is great and people are engaged, but they aren’t sharing because you aren’t making it easy for them to do so.
Include social and other sharing buttons on your site right next to the article. Then include a call to action that asks people to share. If you are sharing on social media, ask your followers to like, share, comment, re-tweet, re-blog and re-pin.
You will need to work on nurturing your audience to get even more shares down the line. That means making them feel engaged by offering them great content and participating in engaging conversations in the comments. When your audience feels more connected to you, they will be more likely to want to share your content or to follow your other calls to action.
But don’t rely exclusively on your audience for getting the word out about your content. Take advantage of your own tools for syndicating content, such as your RSS feed, social media schedulers and blog distribution networks.
You can also use one of CodeFuel’s advertising or content recommendation tools, like In-tag. Our tools rely on user-intent indicators to better understand what your audience is looking for in order to deliver the right content. In-tag automatically inserts links in your content that recommend the right content for that particular user.
Since In-tag uses a network of sites, it can also recommend your content on other sites and platforms, ensuring that you reach the right audience wherever they are.
Getting more content shares doesn’t have to be hard. You just need to think more carefully about your content marketing strategy. Make sure you are creating great content for the right audience, and then make it easy for users to share by using the right tools.