The 6 keys to transforming social content into economic value

This blog post is part of our Lessons from SMSS15 series. Legendary Social Media is taking part in Social Media Examiner’s Social Media Success Summit, which is the world’s largest online social media marketing conference. This blog series covers the points and ideas we’ve taken from the course that we’ve deemed to be eye-opening and highly useful for other marketers and for small- and medium-sized businesses. To discuss any of the ideas in these blogs or other ideas about social marketing, please don’t hesitate to contact us here.

In a world where everyone says that “content is king,” why doesn’t content move like we expect it to? We’re all told that if we put out valuable content, it’ll transform into page views and social shares, adding to our brand’s authority. The problem is, that doesn’t really happen too often anymore, and the reason is that competition is high in the content game.

Imagine, every brand and individual who’s pushing to make a name for themselves online is putting out content as fast as they can manage. The result is a flood of content online and on social platforms. As part of the Social Media Success Summit 2015, content guru Mark Schaefer gave six key tips for not just getting your content noticed, but getting it shared.

And as we know, shares are really king, because shares mean trust. We’ll get to that later in this article.

The 6 keys to transforming social content into economic value are:

  1. Brand development. Showing people that your brand is run by real people who actually care about their customers/clients/followers. This one’s about creating and maintaining an emotional connection with people.
  2. Audience and influencers. A very small percentage of your customers/clients/followers actually engage in and share/retweet/repost the content that you put out there. Somewhere around 0.5% and 2% of them. These people are your golden geese.
  3. SEO. It’s not as important as you would think anymore, in part because of the competition factor, but also because highly sharable content can go viral even if your site’s SEO is seriously lacking. That said, sites with lots of authority with Google will always beat out sites with poor SEO in Google searches.
  4. Authority. Similar to the previous point, your site’s “relationship” with Google will affect your content’s search ranking. If your site’s SEO is lacking, it’s easier to get noticed by publishing on LinkedIn.
  5. Social proof and social signals. This is a big one. Tons of shares represent tons of people who trust your brand and lends credibility to your content. Winning!
  6. Sharability. There are several elements to this one, all of which have the goal of making sharing your content really EASY:
  7. have share buttons on your website for one-click sharing
  • write awesome, attention-grabbing headlines
  • articles should be more than 1,000 words – people like value, and Google likes it when people spend more time on your site
  • be first out the gate with new ideas and research, so that people who share will feel that they too are helping to spread to word about revolutionary concepts

On another note, Schaefer made a great point about the future of online marketing. This upcoming generation of Millennials doesn’t trust advertising; they trust reviews, which is what will REALLY impact their buying and behaviour decisions. Therefore, building trust by being transparent AND trustworthy will become key to any brand’s success over the coming years.

Need help building trust with your customers? Legendary Social Media isn’t your typical social media management agency in Vancouver – we do social the way it was meant to be done. Curious? Send us an email.


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