How to Create Highly-Sharable Content - if in doubt think fluffy bunnies!

We all want someone to 'share' or even just 'like' our social media posts. But what is the key to creating content that others will engage with and share?

The following four points will provide a guide to delivering highly sharable content.

1. If your content is not relevant to your audience there is little or no reason for posting it. Having said this however, there are exceptions to the rule (please refer to point 4).
2. With such a cluttered and crowded social landscape it is important to offer your audience something new, different and therefore interesting. By providing something unique and never seen before, you will become a thought leader within your category, encouraging others to look up to you, seeing you as a source of new and insightful information. 
3. If something is not of interest, why would I want to share it with all my friend. Everyone is trying to portray a certain personality and image, the material that we share provides an extension to how others perceive us. If your content is not of interest to you, chances are it won't be of interest to anyone else, thus no one will want to share it with their friends and followers. 
4. If in doubt use kittens and fluffy bunnies! The most highly shared online content are home videos of small animals generally looking and being cute. We can all relate to a fluffy bunny, I mean you have to be a pretty soulless individual to not find bunnies cute!

A great example of how you can deliver highly-sharable content using all of the above four points in the Ibis hotels advert.

• It is relevant as everyone has stayed in a hotel before and experienced both good and not so good bed comfort. 

• It is unique, when have you ever seen a group of bunnies hopping around a hotel room and falling asleep on a bed in a huddle in the centre? 

• It is interesting, as it is actually a very good delivery of a brand message. Optimally, who isn't interested in staying at a hotel that has beds so comfy it would attract fluffy bunnies from all across the county to have a nap on! 

• Finally, the fluffy bunnies make this ad so fantastic. Even if the three previous points don't actually apply to you, we all love a cute little fluffy bunny, there is no denying that! 

Gemma_Clarkson

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Content is the Key

As consumers we are bombarded with advertising and marketing messages every single day, countless times. Have we reached saturation point? I know that I am overwhelmed by the sheer mass of messages I encounter each day.

We live in a world constantly overflowing with information, shouting SELL, SELL, SELL, all at the same time. With this constant "noise" and competition to be shouting the loudest, is it really worth entering into a shouting match? 

Shouldn't we start doing something different, a little left of centre? I am a strong believer that nothing will change unless you start doing something differently.

At this point, I feel that the element that is differentiating the "clever brands" from others is the successful use of content marketing. 

Content marketing takes the essence of traditional marketing and applies an intimate edge. By delivering your brands message through a medium your target audience are communicating or searching for their daily information fix, as well as providing them with material that will add value and richness to their lives, then you are onto a winner. 

In order to deliver successful content marketing you must stick to these simple points: 

• Find the appropriate medium for delivering your message. You must make sure you are delivering your content through the appropriate platforms and outlets that your target audience are viewing as well as naturally feel comfortable engaging with. 
• Informative content that adds value to your consumer. If your audience do not feel that your content is adding value and providing them with information they are hungry for, there is no point in putting it out there. 
• Maintain a consistent flow of content. We are now a special breed of "information-junkies", always hungry to learn and take on new and interesting knowledge. You must maintain a constant and persistent level of content production to fuel this desire. Supply your audience with the information they require at the rate they demand it. 

When thinking about the way in which algorithms are constantly influencing marketing communications, I feel that the introduction and increasing popularity of content marketing has been relatively unaffected by algorithms. 

The depth and personality that makes content marketing the next and superior frontier for the world of communications, is the very thing that prevents algorithmic influence. 

Until algorithms have been designed to have the complexity of a human personality, they will fall short of being able to provide effective content marketing solutions. 

@Gemma_Clarkson

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