How to create content that engages your community and expands your reach
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The document provides insights into creating engaging content for social media, emphasizing the importance of optimizing post length, using images, and asking for shares to increase virality. It outlines the motivations behind sharing content and offers strategies for effective content creation, including the use of social currency, emotional appeal, and storytelling. Additionally, it suggests leveraging social media influencers and staying active within community groups to enhance reach and engagement.
![Developing your group
presence
On Facebook:
● Turn categories into keywords
● Search for active, relevant groups
● Introduce yourself according to the group’s guidelines
● Engage with existing community members (like, comment, and share)
● Share your own content
On Twitter:
● Answer other users’ questions by using Twitter operators: [“keyword]? -http
● Use hashtags.org to find the best, most popular hashtags](https://image.slidesharecdn.com/howtocreatecontentthatengagesyourcommunity-expandsyourreach-141207040455-conversion-gate01/85/How-to-create-content-that-engages-your-community-and-expands-your-reach-24-320.jpg)
![Get (and stay) engaged
● Use Buzzsumo to find Twitter users who post about related topics
● Use hashtag.org to find hashtags and the best time to use them
● Answer other users’ questions by using Twitter operator
[“keyword]? -http “](https://image.slidesharecdn.com/howtocreatecontentthatengagesyourcommunity-expandsyourreach-141207040455-conversion-gate01/85/How-to-create-content-that-engages-your-community-and-expands-your-reach-25-320.jpg)
How to create content that engages your community and expands your reach
- 1. How to create content that engages your community and expands your reach with Lior Degani, Roy Povarchik, and Shayna Hodkin
- 2. Team #swayyinar Lior Degani CMO & Co-founder, Swayy @liordegani Shayna Hodkin Creative Director, Swayy @slhodkin Roy Povarchik Growth hacking expert @roypovar
- 3. Virality by numbers Ideal list length 10 items Ideal headline length 6 words Ideal tweet length 100 characters Ideal Facebook post length 40 characters Ideal blog post length 1600 words, a 7-minute read
- 4. Optimizing your posts ● There is a direct positive correlation between post length and virality ● Facebook/Twitter posts including images are more likely to be shared ● Blog posts are most likely to be shared in the 3000 - 10000 word range ● Users are very likely to engage when asked a question ● Tuesdays are the strongest days for social sharing
- 5. Shares by content type Source: Buzzsomo http://okdork.com/2014/04/21/why-content-goes-viral-what-analyzing-100-millions-articles-taught-us/
- 6. Why do we share content?
- 7. Six types of people who share content 1. Helpers who want to help and share with others 2. Careerists who use social media for their career, either specialists or to network 3. Hipsters who want to share content that is both interesting and unique 4. Social media socialites who need Internet validation 5. Connectors who want to make connections within their network 6. Selective sharers who share content that moves them personally
- 8. Why do we share content? ● To bring value to our community and followers ● To define ourselves to others ● To grow and nourish relationships ● To feel more socially involved ● To get the word out about causes/issues ● To do a favor for the author/content provider
- 9. What are you creating? According to Jonah Berger, author of ‘Contagious’, when creating shareable content you have to ask yourself these questions: ● Social Currency – This relates to our inner narcissist. What will make us look good? ● Trigger – This is all about relevance. What’s on everyone’s minds? ● Emotion – This is about appealing to an audience’s emotion. Why should we care? ● Stories – This is about storytelling. Does it have an interesting narrative? ● Public – This is about conformity. Are other people doing it? ● Practical Value – This is how valuable it is. Will it help others?
- 10. Let the people share! ● Add social media button/s ● Add quotes using the Click to Tweet Wordpress plugin ● Content upgrades for shares - Social Locker plugin ● Calls to action - ask for shares ● Clear formatting ● Give several headlines to choose from ● Informative featured image ● Tweetable facts ● Exit Monitor
- 11. Digg Digg, Social Locker
- 12. Quotable content Quotes are highly shareable and are great teasers in Facebook posts and tweets
- 13. Call to action Ask for shares! Most people are passive. Even if they like your content, they won’t share it unprompted. If you ask someone to share your content, you increase the likelihood of sharing by 17%.
- 14. Clear formatting People don’t read content, they scan it. If they can scan it fast enough to get its worth - they are more likely to share it. Image source: https://alallin.wordpress.com/category/music-magazine/double-page-spread/page/2/
- 15. Give ‘em options Give potential sharers several headlines to choose from, using “MyTweetLinks” Wordpress plugins. It saves people time from coming up with their own tweet if they want to tweet something other than the headlines. Headlines are completely customizable - you know your followers best!
- 16. Add pictures, add facts Posts featuring images relevant to their narrative feature engagement rates 64.9% higher than posts without images. People love sharing statistics. Give them stats readers can easily share, leading their network to your blog.
- 17. Even though your reader is about to leave the page, you can still ask them to share your page with others. Maybe they hadn’t thought of it themselves - or they meant to, but forgot. Exit Monitor
- 18. Timing isn’t everything, but... Social shares were highest for posts published between 9pm-midnight EST. There is even a secondary peak in engagement between 4-6am EST, marking the start of the European business day. - TrackMaven
- 20. Finding your influencers ● Make a list of social influencers in your field and how to contact them ● Build a social network. Ask for introductions! ● Be friendly; reach out and introduce yourself before asking for anything ● Stay in touch, even when you don’t need a favor ● Keep an eye out for new people in the field -- stay current! ● Don’t reach out to everyone for every post; know what’s most likely to stick
- 21. Help people help you ● Keep emails clear and concise ● Attach your link along with a short description (tl; dr) ● Explain why your post is relevant to their audience ● Ask for feedback
- 22. All you have to do is ask
- 23. Ask and ye shall receive https://twitter.com/SMExaminer/status/496388036318728192 https://twitter.com/getswayy/status/496308489531035649
- 24. Developing your group presence On Facebook: ● Turn categories into keywords ● Search for active, relevant groups ● Introduce yourself according to the group’s guidelines ● Engage with existing community members (like, comment, and share) ● Share your own content On Twitter: ● Answer other users’ questions by using Twitter operators: [“keyword]? -http ● Use hashtags.org to find the best, most popular hashtags
- 25. Get (and stay) engaged ● Use Buzzsumo to find Twitter users who post about related topics ● Use hashtag.org to find hashtags and the best time to use them ● Answer other users’ questions by using Twitter operator [“keyword]? -http “
- 26. Staying organized Keep track of Name Twitter handle Bio Followers Website Article shared Follows / doesn’t follow me Topics Relationship (A/B/C)
- 27. Giving thanks ● Track mentions using Hootsuite, Tweetdeck, or Mention ● Thank everyone who mentions you when they share your post ● Use Topsy to find users who have shared your content
- 28. Sources Burney, Kara. "Maximizing Social Reach: The Best Time To Publish A Blog Post - TrackMaven." TrackMaven. 28 May 2014. Carlson, Reb. "The Psychology of Sharing." The Content Strategist The Psychology of Sharing Comments. Dyakovskaya, Anastasia. "Content Marketing in 2015: CMI's." "Benchmarks, Budgets + Trends" Reports. Joseph, Aimee. "The Psychology of Sharing." The Content Strategist The Psychology of Sharing Comments. Kagan, Noah. "Why Content Goes Viral: What Analyzing 100 Million Articles Taught Us. | OkDork.com." OkDork. Lee, Kevan. "The Ideal Length for All Online Content." Buffer. N.p., 31 Mar. 2014. Web. Lee, Kevan. "The Science and Psychology of Twitter: Why We Follow and Share." Buffer Social. Moon, Garrett. "5 Data-Backed Secrets of Social Media's Most Shareable Content." Buffer Social. N.p., n.d. Web. Moon, Garrett. "We Analyzed Nearly 1 Million Headlines. Here’s What We Learned." OkDork. Noah Kagan, n.d. Web.