What Do the Most Shared Blog Posts All Have in Common?
According to Vancouver-based landing page builder Unbounce, there are a few traits that the most popular (i.e. the most shared), blog posts all have in common. So, if you’re looking to get stuck into content marketing, follow these pointers as they’re sure to form the foundations of your strategy.
Don’t underestimate the power of visuals
Many marketers are missing out on key sharing opportunities when they fail to implement an effective visual strategy. While they might think that it’s too time-consuming or expensive, they might be interested to know that visual content does really, really well on social media. A report from Buffer shows that posts with images receive 94% more views and 150% more retweets than content that’s solely dedicated to text.
As an example, the Content Marketing Institute’s most shared post received some 40,000 shares shortly after it was published. With an enticing visual feature, the post proved to be more than 4 times more popular than their other posts because it was shareable on visually-focussed sites like Pinterest. So, a little infographic goes a long way in boosting the reach of a blog post.
Expert roundups still do pretty well
While expert roundups have been around for a while, the data shows that people still love reading them. Expert roundups make for interesting reading, because they generally contain more than one opinion, and it’s always more exciting to read an article where everyone has differing points of view. And if you manage to reel in some really well-known, high-profile experts, chances are they’ll share the blog post with their own followers which, in turn, can direct traffic back to you. Furthermore, you’re also boosting your authority purely by association. It’s an easy win.
You don’t need to optimise everything for search engines
Sometimes, strictly adhering to keywords and SEO can hold you back from creating those really compelling headlines, which are known for going viral on social media. While you do need to optimise some of your web content, blog posts don’t need to be. After all, your content needs to come across as authentic and trustworthy, and certainly not sales-y. This is one of the key pillars for a strong content marketing strategy. But, before you make a blanket decision, it’s important to decide what your goal is – are you looking for higher rankings or more shares? Once you know what you’re working towards, it’ll be easy to decide on whether you need to optimise.