Do you know how many of your working hours have been spent coming up with ideas, creating, uploading and publishing content to promote your business online? And then, after all that effort, nobody seems to notice you.
Top 10 Reasons Why Your Content Is Not Shared Online
Social media marketers have a voracious and insatiable appetite for good quality online content that they can share with their audiences – scouring the internet not just daily but in some instances hourly to post blogs, news articles, web pages and more that will be eagerly received by those interested in the companies the social media bods are working for.
It matters not whether the social media marketer is marketing themselves, working for one particular company/industry or they are freelance and managing accounts for a spectrum of businesses, they want your content and they want to share it with the world.
Why Your Content Is Not Being Shared
Adverts: Be they by the side, at the bottom or a great big banner advert, this may be a way of you monetising your blog but what, or who, are those adverts promoting? Say you’ve written a great article about this season’s bathroom trends – a local plumbing merchants sees your blog, loves it, wants to share it, but all the adverts on your site are promoting bathstore.com – no matter how marvellous your writing, the local business won’t share it.
Clickerty Click Click: A “great” way to get more clicks on your website is by dividing your article up so the reader has to click internal links to read more. Except can they be bothered? We are all short of time and having to click here to read more can result in clicking off your site never to return.
Pop Ups: Not just ads, but “sign up to my newsletter NOW”, chat – “hey, happy to help!” and most frustratingly of all, pop-ups you can’t see an obvious x to get rid of. (As a bonus FYI, if you have a pop up saying you have to register to read your article, it won’t be read.) Imagine going to watch a movie but before it starts you get a member of staff jumping up in front of you, blocking the screen, demanding your attention – would you chose a different cinema next time?
Spelling n stuff: No, it isn’t just the grammar police who will pick you up on your grammar, your spelling and your punctuation. A badly written blog post simply cannot be shared as it reflects back on the person, or the company, who is sharing the article.
False Promises: Great title, no substance – infuriating. You’ve been lured in with a fantastic headline, but once you read the article it’s just a load of waffle: “How Social Media Helps With SEO” – and then nothing at all in the article that you could put to practical use, just someone saying “it does“, “it can“, “you should“…..
No Images: Yes, we can manually upload an image to Twitter or LinkedIn if there isn’t one on your post, or if (zut alors!) you use the same image on all your posts; but who has the time to pop off and search for an image with the correct “creative commons licence” when really you should have done this yourself in the first instance.
It’s All About Moi: It’s all me, me, me, be that me as the blog post writer or us as a company. “I went to a conference/networking event/party recently“, “Here at Bla Bla Marketing we do this, this and this“, “When I am out in the rain all I can think about is“….- we’re just not interested in you. Harsh? Remember, in marketing and social media you should always start with your target audience first – what do they want? If you really are so narcissistic that you feel that “hey! All my audience DOES want is me!” then best of luck, but there is sound logic around why “L’OrĂ©al: Because you’re worth it”, and “BMW: For the drive of your life” have been such successful marketing campaigns.
Lost in Links: If you’ve gone to the bother or writing an article surely you then want people who have come across your site and are interested in what you have to stay to remain on your site? Yes links are good, but not if they just take you away from the original article. When I click on Top 10 Travel Destinations for 2015 and then want to click on your link to the Rugby World Cup I should still be able to get back to the Top 10 Travel Destinations – make that difficult by not opening in a new window or tab and you’ll lose your readers.
Protecting Your Text: Can’t copy n paste: shan’t bother then. A good marketer will search through your content for rich snippets to add in their social media updates, or at least copy your heading; if they can’t copy then your hard work may get left on the shelf. By protecting your text from being copied and pasted you are also protecting it from being shared.
No Other Content: We’re all pretty much the same here – read a great new book – want more by that author. Watch a fabulous new TV drama – can’t wait for another series. If you are writing good content you need to keep going. Tricky when you have so much else to do, but to get your writing shared as much as possible you need to keep generating fresh content.
There are, of course, always exceptions to (some of) the rules; a true masterpiece with the odd ad or no image may slip through the sharing net – but the fewer of these 10 that you can apply to your own work the higher the chances of your posts being shared online.