Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Content is Only as Good as Its Shareability
Posted on July 1st 2014
Most of us can remember a day when the pinnacle of communication revolved around our beeper and a pay phone. This best effort at mass communication was unfortunately tied down to a newspaper, magazine, TV, radio, billboard, and word-of-mouth. Content shareability and “viral” content was strictly reserved for the global enterprises that could afford TV ads and national billboard campaigns. And even if a brand had a great national campaign, it might take weeks or months to attract the majority of their target segment, and by that time, they’ve most likely progressed to something else. In the 1970s, if a very good friend that lived in a different city had a baby, it may take days or weeks for you to even see a picture of this new bundle of joy. Fast forward to today, we see pictures instantaneously of people on different continents just seconds after a photo is taken, thanks to advances in social media. Let’s venture even further into the past, shall we? “Gold was discovered in California in January 1848, but the gold rush did not really start until an article appeared in the New York Herald on August 19, 1848.” (History House) You catch the drift. Good content begs to be shared, and its success is only as good as its shareability.
It’s no secret that inbound marketing has become exceedingly popular over the past several years. “78% of chief marketing officers think custom content is the future of marketing.” (Hanley-Wood Business Media) What makes this so interesting is that the increase in demand for superior content relies on one factor exclusively; social media. Without social media, content marketing would still be in the dark ages, wondering where it should go after it gets published. Twitter? No. Facebook? No. A blog? No. It would just sit in one spot, hoping someone might talk about it. Although, even if they did talk about it, that brand would never have any way of ever knowing. Physical conversation is immeasurable (and should stay that way). Content marketing relies directly on social media. Why? Shareability.
Shareability is the driving force for all content creators and inbound marketing strategies. “B2B companies that blog generate 67% more leads per month than those who do not blog.” (Social Media B2B) Most, if not all, of the readers visiting these blogs didn’t just happen to stumble upon them (unless they were using StumbleUpon). More than likely, readers found the content posted by a trusted friend or follower on a social site, with a link to the blog, which they then converted to. And this behavior is ubiquitous across B2B and B2C platforms. “82% of consumers like reading content from brands when it’s relevant.” (The CMA) People like good content and more importantly, people like to share good content.
So you probably already knew that people like to share good content, but it’s important to understand why they share it. According to psychologists, Hazel Markus and Paula Nurius, every individual has two psychological selves. The first self is the “now” self and the second self is the “possible” self. Assuming these two ideas are clear by definition, we’ll move on. “The illusion of our ‘possible self’ is the main motivation when it comes to sharing online, and it is this narcissism that marketers should attempt to appeal to in order to gain traction with creative campaigns.” (Business2Community) The beauty in people sharing your content is once they share it, they feel an emotional ownership and loyalty to that content, because it has helped enhance others’ illusion of their “possible” self. Their loyalty to a brand’s content generally mirrors their loyalty to that brand. This is the foundational idea that inspires CMO’s to be forward thinking in their content strategy.
Because people have an innate desire to engage, share, and take ownership of a brand’s content, it is imperative to understand the influence that content is having on the user to, not only, engage in the content and recycle it on social media, but to ultimately convert to your brand, and influence others to convert to your brand. Across the board, in all industries of all shapes and sizes, the goal for C-level executives is to define how marketing efforts drive conversions and a return on investment back to the brand. When it comes to defining the value of content marketing and shareability as it relates to conversions for the brand, sign up for SocialRest, a tool that is able to monitor how users engage with your content on social media, how they influence others to engage in the content on social, then track a user’s behavior as they move from your social sites to your website or blog, and ultimately define how a user converted to your brand because of the shared content. This ties the entire package together, from content creation to exact measurement of success.