how to create content that engages your community and expands your reach

How to create content that engages your community and

expands your reach

with Lior Degani, Roy Povarchik, and Shayna Hodkin

Team #swayyinarLior Degani CMO & Co-founder, Swayy @liordeganiShayna Hodkin Creative Director, Swayy @slhodkin

Roy Povarchik Growth hacking expert @roypovar

Ideal list length 10 itemsIdeal headline length 6 words

Ideal tweet length 100 characters

Ideal Facebook post length 40 characters

Ideal blog post length 1600 words, a 7-minute read

Virality by numbers

● There is a direct positive correlation between post length and virality● Facebook/Twitter posts including images are more likely to be shared● Blog posts are most likely to be shared in the 3000 - 10000 word range● Users are very likely to engage when asked a question● Tuesdays are the strongest days for social sharing

Optimizing your posts

Source: Buzzsomo http://okdork.com/2014/04/21/why-content-goes-viral-what-analyzing-100-millions-articles-taught-us/

Shares by content type

Why do we share content?

1. Helpers who want to help and share with others

2. Careerists who use social media for their career, either specialists or to network

3. Hipsters who want to share content that is both interesting and unique

4. Social media socialites who need Internet validation

5. Connectors who want to make connections within their network

6. Selective sharers who share content that moves them personally

Six types of people who share content

● To bring value to our community and followers

● To define ourselves to others

● To grow and nourish relationships

● To feel more socially involved

● To get the word out about causes/issues

● To do a favor for the author/content provider

Why do we share content?

● Social Currency – This relates to our inner narcissist. What will make us look good?

● Trigger – This is all about relevance. What’s on everyone’s minds?

● Emotion – This is about appealing to an audience’s emotion. Why should we care?

● Stories – This is about storytelling. Does it have an interesting narrative?

● Public – This is about conformity. Are other people doing it?

● Practical Value – This is how valuable it is. Will it help others?

What are you creating?According to Jonah Berger, author of ‘Contagious’, when creating shareable content you have to ask yourself these questions:

● Add social media button/s ● Add quotes using the Click to Tweet Wordpress plugin● Content upgrades for shares - Social Locker plugin● Calls to action - ask for shares● Clear formatting● Give several headlines to choose from ● Informative featured image● Tweetable facts● Exit Monitor

Let the people share!

Digg Digg, Social Locker

Quotes are highly shareable and are great teasers in Facebook posts and tweets

Quotable content

Ask for shares!Most people are passive. Even if they like your content, they won’t share it unprompted.If you ask someone to share your content, you increase the likelihood of sharing by 17%.

Call to action

Clear formatting

Image source: https://alallin.wordpress.com/category/music-magazine/double-page-spread/page/2/

People don’t read content, they scan it. If they can scan it fast enough to get its worth - they are more likely to share it.

Give potential sharers several headlines to choose from, using “MyTweetLinks”

Wordpress plugins.

It saves people time from coming up with their own tweet if they want to tweet

something other than the headlines.

Headlines are completely customizable - you know your followers best!

Give ‘em options

Posts featuring images relevant to their narrative feature engagement rates 64.9% higher than posts without images.

People love sharing statistics. Give them stats readers can easily share, leading their network to your blog.

Add pictures, add facts

Even though your reader is about to leave the page, you can still ask them to share your page with others. Maybe they hadn’t thought of it themselves - or they meant to, but forgot.

Exit Monitor

Timing isn’t everything, but...Social shares were highest for posts published between 9pm-midnight EST. There is even a secondary peak in engagement between 4-6am EST, marking the start of the European business day. - TrackMaven

Content distribution hacks

● Make a list of social influencers in your field and how to contact them● Build a social network. Ask for introductions!● Be friendly; reach out and introduce yourself before asking for anything● Stay in touch, even when you don’t need a favor● Keep an eye out for new people in the field -- stay current!● Don’t reach out to everyone for every post; know what’s most likely to stick

Finding your influencers

● Keep emails clear and concise● Attach your link along with a short description (tl; dr)● Explain why your post is relevant to their audience● Ask for feedback

Help people help you

All you have to do is ask

Ask and ye shall receive

https://twitter.com/SMExaminer/status/496388036318728192 https://twitter.com/getswayy/status/496308489531035649

On Facebook:● Turn categories into keywords● Search for active, relevant groups● Introduce yourself according to the group’s guidelines● Engage with existing community members (like, comment, and share)● Share your own contentOn Twitter:● Answer other users’ questions by using Twitter operators: [“keyword]? -http● Use hashtags.org to find the best, most popular hashtags

Developing your group presence

● Use Buzzsumo to find Twitter users who post about related topics● Use hashtag.org to find hashtags and the best time to use them● Answer other users’ questions by using Twitter operator [“keyword]? -http “

Get (and stay) engaged

Staying organizedKeep track ofNameTwitter handleBioFollowersWebsiteArticle sharedFollows / doesn’t follow meTopicsRelationship (A/B/C)

● Track mentions using Hootsuite, Tweetdeck, or Mention● Thank everyone who mentions you when they share your post● Use Topsy to find users who have shared your content

Giving thanks

SourcesBurney, Kara. "Maximizing Social Reach: The Best Time To Publish A Blog Post - TrackMaven." TrackMaven. 28 May 2014.

Carlson, Reb. "The Psychology of Sharing." The Content Strategist The Psychology of Sharing Comments.

Dyakovskaya, Anastasia. "Content Marketing in 2015: CMI's." "Benchmarks, Budgets + Trends" Reports.

Joseph, Aimee. "The Psychology of Sharing." The Content Strategist The Psychology of Sharing Comments.

Kagan, Noah. "Why Content Goes Viral: What Analyzing 100 Million Articles Taught Us. | OkDork.com." OkDork.

Lee, Kevan. "The Ideal Length for All Online Content." Buffer. N.p., 31 Mar. 2014. Web.

Lee, Kevan. "The Science and Psychology of Twitter: Why We Follow and Share." Buffer Social.

Moon, Garrett. "5 Data-Backed Secrets of Social Media's Most Shareable Content." Buffer Social. N.p., n.d. Web.

Moon, Garrett. "We Analyzed Nearly 1 Million Headlines. Here’s What We Learned." OkDork. Noah Kagan, n.d. Web.