Content Marketing: People share awesome, not average
It’s no secret - people gravitate towards awesome rather than average. Like Scott Stratten says, nobody rushes to the top of the hill to scream normal. If you think about all the times you’ve shared something on social media, what are your reasons for sharing that specific piece of content?
Did it make you laugh? Did it make you cry? Was it because the image just spoke to you?
Whatever the reason, it’s because it connected with you somehow. And our job as social media specialists is to make that connection between our clients and their customers.
It’s important to focus more on the quality and creative aspects of your content. Think about video content - one high quality video per month is 100x better than producing four mediocre videos per month. In simple terms - it’s all about quality, over quantity.
To create content that is more likely to engage with your audience, it helps to understand a bit about the psychology behind social sharing.
Why people share things - the 5 main motives
The New York Times in cooperation with Customer Insight Group and Latitude Research published a study on the psychology of sharing and discussed users’ motivations to share online. The study uncovered the 5 main reasons why people want to share content:
- To bring valuable, enlightening and entertaining content to others.
- To define themselves to others (and to themselves, too).
- To get and stay connected to others.
- For self-fulfillment, to be credited by others for what they shared.
- To support causes they believe in and brands they like.
These all come down to one thing: nurturing relationships with others.
The types of content shared on social media
Another research done by Chadwick Martin Bailey and iModerate Research Technologies reveals a number of different content types that people share. These types can be, for instance, pictures and stories about friends and family, funny videos and gifs, news articles and educational videos, advice blog posts and infographics, music videos, sports news and other entertaining content.
The examples above can be easily placed into our Content Marketing Model.
This model helps marketers to come up with the best content type that resonates with their audience online. The four main content categories in the Content Matrix are:
- Entertaining (viral videos, competitions, games)
- Inspiring (community forums, celebrity endorsements)
- Educational (infographics, articles, guides)
- Convincing (case studies, webinars, interactive demos)
Whenever creating content, it’s important to consider which of the four categories is more suitable for your audience, and think about what the purpose of that piece of content is.
How to create engaging and top quality content
This week we met up with killer content creator - Jesse James. We chat with him about how he creates quality content, and how important it is to put 100% in every piece of content.
Check out the interview for yourself!
The bottom line
To create content that is awesome enough to be liked and shared, we’ve got to focus on quality over quantity. Think about the reasons why your audience shares content online, and figure out the types of content they would most enjoy. Once you decide which types of content you want to create - whether its video, photos, blogs, or infographics - make sure to put 100% in making that piece of content the best it can be - not normal, not average, but awesome!
Many businesses have the problem of not having the knowledge, time, budget, or staff to be able to create quality content. In that case, investing in quality gear, or hiring a professional (videographer, photographer, or content writer) may be a better option for you.
As social media specialists, we have the knowledge, experience, and equipment to make content that isn't just average, but awesome.
Get in touch with us to learn more about how we can help you create quality content.