When it comes to inbound marketing, shareable content is key. Only 15% of customers trust what brands post on social media, while 70% of people trust brand or product posts from family and friends. While you can post to social media to your heart’s content, shared content from prospects and customers will build trust in your brand far better than your company’s own social channel.
So what’s a B2B marketing team to do? How do you get people to share your content organically?
We’re going to walk you through the top three ways to create the type of shareable content that will drive engagement and make you an inbound marketing powerhouse.
Your Keys to Creating Socially Shareable Content, No Tweeting Required
Strategy #1: Focus on New, Data-Driven, Engaging Topics
At Kapost, we love to empower people to plan, create, distribute, and analyze high-quality content that actually impacts ROI. In order to do this, we always need to stay on our toes and be innovative.
For us, this means that we focus content efforts on three key initiatives:
- Thought leadership
- New research
- Content strategy
Our content team works closely with the executive team to create thought-leadership content: the emerging lexicons, problems, and solutions in the B2B marketing world. These are the buzzword topics that peers, analysts, and the media are beginning to talk about.
Next, we create Kapost-owned research, either building out research ourselves or in conjunction with a third-party vendor. This allows us to provide content marketing statistics and facts that support our customer’s needs as they build out a content plan and request the necessary budget.
Finally, we always have, and always will, focus on creating helpful, actionable content on B2B content marketing strategy. First and foremost, we want to help people create the absolute best content marketing strategies.
Okay, let’s break this down. People want to share content that is new, data-driven, and engaging. People want to be viewed as thought leaders, they love to share data points that drive a thoughtful conversation, and they also want to share content that has helped them do their jobs better.
When you build this trio of high-quality content types, you’re innately creating shareable content.
Strategy #2: Use Engaging Formats
Take a quick look at your LinkedIn, Twitter, and Facebook feeds. What types of content are being shared? Look at profiles of targets, customers, and prospects. Notice what types of content they love to share.
Now you know the type of content that wins with your customers.
We also believe in using tried-and-true content types that traditionally perform well on social, such as:
- Snippet images
- “Listicle” blog posts (like this one)
When you create content in these digestible formats, you’re forced to focus on the meat of the content. There is a place for long-form blog posts, white papers and eBooks. But those formats aren’t meant for the instantaneous gratification that works for social media.
Take your amazing long-form content and break it up into smaller pieces (the image above was pulled from one of our eBooks) that people will love to share. This kills two birds with one stone: you get more socially shareable content, and you also have a new way to repurpose existing content.
Strategy #3: Make Sharing and Following Simple
If you want people to share, you have to make it easy for them. On top of having a website with the standard social buttons, you can also create your content in a way that optimizes sharing.
Our favorite technique is using pull quotes. If you’re creating a blog post highlighting the research you did on X, and you realize that you have a killer statistic you think people will find interesting, format it as a pull quote, and then make that the quote tweetable.
You can also embed other shareable nuggets into your actual content using hashtags or @ mentions.
On a fundamental level, creating socially shareable content builds trust with your customers. Your prospects and customers want to know that you are an expert, that you are relatable, and, most importantly, that you understand their needs.
When it comes to building shareable content, don’t overthink it! Focus on creating best-in-class content in engaging formats, and be sure to make it easy for people to share. Your newfound social army will take it from there.