In today's content-busy world where people are constantly being interrupted, brands are beginning to change their approach to consumer attraction and acquisition.
Consistent posting on your blog may show positive traction, but it isn't enough to
build a thriving consumer community around your business.
Here are three routes to organically increase your pageviews.
1. Create evergreen content
Chris Fielden is a short-story author who wanted to reach the short-story writing and reading community to build a digital audience. He noticed that weren't many lists displaying short-story competition information, and even the ones that did were either incomplete or outdated.
He first established an audience by conducting keyword research.
He then created an elaborate list of competitions that he would categorize by type, mention important dates of and update on a regular basis.
On launching his elaborate list of categorized tables, he immediately saw his pageview numbers take-off.
You can replicate the same for your business by finding a gap in the content market (utility) in your industry and creating a comprehensive resource. To support your evergreen content, you should update the post regularly and keep distribution going, consistently.
Find the right social media management tool to make the most of this content with minimal effort on your part. Many social media management tools offer auto-posting from RSS feeds and scheduling posts on repeat, which is great strategy for evergreen content being updated on a regular basis.
2. Consider reactions
Recently, it was discovered that
Facebook ranks reactions on posts higher than likes. If your Facebook is an important platform for your business, you should focus on creating content that will get your audience to react.
Of late,
humanized marketing has received a lot of attention and importance. People have always reacted to content that evokes emotion in them better, and emotions have always been considered an essential element of
viral content or content that spreads.
According to a study conducted by Fractl, where they studied several pieces of content that went viral, there are 10 positively primed emotions that drive viral sharing:
1. Amusement
2. Happiness
3. Surprise
4. Interest
5. Delight
6. Joy
7. Pleasure
8. Affection
9. Hope
10. Excitement
An important part of maximizing content exposure is creating viral content with value and emotion.
3. Target tastemakers & creative communities
Regular users have become the most influential social media users, and people are choosing to interact more with other people over brands and experts.
Regular people - consumers, fans and employees - can help you access important markets via their personal social networks. You simply need to find ways to connect with them, motivate and activate them as advocates.
Any social media user with influence over your target audience is a potential advocates. Kevin Allocca, YouTube Trends Manager, identifies two groups that play key roles in making content go viral - tastemakers and creative communities.
Tastemakers are people who pick up content and increase its appeal while sharing it with their communities. He identified TV host Jimmy Kimmel as the tastemaker in making Bear Vasquez's double rainbow video go viral in 2010.
Creative communities are people who add pizazz to your content and reintroduce it into distribution channels. YouTube remixers and bloggers are good examples of creative communities.
Instead of targeting your content at your prospect consumers, you could target it at prospect influencers, simply by making it deeper and better researched.
For instance, Steven Kamb, who managed a fitness brand
attracted lots of backlinks by writing the "Beginner's Guide to Intermittent Fasting", instead of writing something simpler like "10 Tips for Intermittent Fasting" that other fitness bloggers might have ignored.
So create in-depth and evergreen content that is worth linking out to, and use the right metrics to mark the goal you're trying to reach, and you will achieve the results you desire.
About the Author
Disha Dinesh is a
Content Writer at Godot Media, a leading content agency. Her interests include social media and content marketing. When she's not writing, she's on the hunt for social media trends and inspiration.
