How to improve content sharing

Social sharing is a great way to drive traffic to your firm yet many find their content is not being shared enough.

Social media shares of content via sites such as Facebook, Twitter, LinkedIn, Pinterest and Google+ is the modern day version of word-of-mouth marketing – therefore, it is critical to get it right.

Unfortunately, having an online presence is not always enough to ensure social sharing. However, there are ways to improve your content shareability:

Make sharing posts easy

Improve the ease of sharing by adding “call to action” buttons that remind the reader they can share your content on their personal social media channels. Ensure to position social share buttons where the reader can easily find them, for example, at the top or on the side on the page so they can’t be missed. Try varying sizes, colours and placements to see what brings the highest levels of engagement.

Avoid sounding like a sales pitch

‘Salesy’ content is a surefire way to guarantee less shares. Clients will notice content that sounds too sales-oriented. Firms should focus on writing informative content that adds value or addresses a problem as it is more likely to be positively received and therefore shared.

Connect with your target audience

Not all topics are created equal nor will all appeal to every reader but content must be relevant to engage your target audience. Some good ways to gauge what your target audience is searching for include asking clients for feedback, writing content based on frequently asked questions and researching competitor’s blogs and social media trending topics. Develop content around the topics that are most consistently shared or commented on your social sites or run a survey on your social channels asking clients what they would like to hear more about.

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