The four key reasons why your content isn’t getting shared
There are many reasons to be creating content on behalf of your business. Content informs your target audience and establishes your business as a thought leader in the industry which generates trust. This is the top goal of content, but another goal of content should be to get it shared. Content that is shared in the form of links on other web pages or within social media helps to improve your SEO efforts. If you have a respectable social media following but notice that your content is getting very few shares, or maybe even no shares, you might be doing something wrong.
Here are 4 reasons why your content isn’t getting shared:
It’s all about you
There’s nothing wrong with branded content, it can help tell your story, but it’s not the kind of content that’s going to be shared. The majority of your content should be informational. Informational content discusses industry topics and gives insights without mentioning your company or its services or products directly. Informational content endorses your company by promoting your knowledge.
You haven’t found the length “sweet spot”
Very few online publishers can get away with generating shares from a one or two paragraph post. If the content is thin, it not only doesn’t have enough substance to be worthy of sharing but it can also lose out on organic ranking. On the other hand, long form content is sometimes “too much”. Think about the behavior of Internet users. They want to find information quickly and tend to browse. Cater to this audience by breaking up your page of content into sections using numbers, bold text, etc. Yes, there is a place for well written, long form content in a content marketing strategy but for sharing purposes, concise is usually better.
The page is cluttered
What does a visitor see when they land on your page of content besides the actual content itself? If there is too much “going on” on the page, it can be a huge turn off and distract the visitor. Keep ads, pop ups, sign up forms, lead forms, social sharing buttons, etc. only to what’s absolutely necessary. The focus on the page should be the actual article itself, ideally simple black text on a white background with adequate spacing between each line on the page.
There’s no associated image
The Internet is a visual medium and social media sites continue to put greater emphasis on images. In addition to an eye catching title, a page of content should have an image that accompanies it. When the content gets shared in social media, the image is right there alongside it which means that it stands out in the News Feed when it gets shared. The image helps to tell the story. If the link doesn’t have an image, it’s likely that it will just get lost in the shuffle with everything else. It improves the chances that it will get noticed.