Why Your Content Isn’t Being ‘Liked’

Content rules the world.

Ok, that might be a stretch, but content is on the rise and it’s starting to rule the marketing world. A 2015 Smart Insights study found that content marketing is valued more by companies investing in digital marketing than big data, SEO and online PR combined! That’s good news, as the same study found 50 percent of B2C marketers expect their budgets to increase in 2015.

As you look to spend precious budget dollars to boost your drive profitability, bolster company thought leadership  and create brand loyalty, don’t forget the most important part of the equation: getting consumers to interact with your content over your competitors. Creating a company blog where business experts can share insights into industry trends is a great idea and a smart strategy, but if you can’t drive traffic to the site it will quickly become a waste of time and resources.

With more than 1 billion users on Facebook alone, and hundreds of millions more using other social media sites according to Sprout Social, it’s imperative that a successful content marketing strategy leverages this powerful tool. Social media is the perfect platform to drive traffic to your website, but it also means your post about your revolutionary product is competing with millions of memes, Candy Crush requests and of course videos of cute cats. Using social media to your advantage means doing more than just having a company page and sharing links in users’ timelines. To win this game, you’ll have to play ball and your most valuable tool will be rich media.

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Many times, the reason the link you tweeted last week only drove about a hundred unique views to your blog post is because it was boring. Perhaps it lacked rich media photos, videos or infographics. Part of the reason posts that use photos are shared twice as much as plain text updates, according to Sprout, is because your brain processes visuals 60,000 times faster. Now think about how many cat videos are stealing attention away from your content!

Furthermore, a study of social media strategy for MTV Roadies by Convince & Convert, found the company was able to increase clicks to their Facebook posts by 1,290 percent simply by turning posts with a photo into posts with a photo gallery. And in a world where 700 YouTube videos are shared through Twitter by the minute, leading viewers to spend 100 percent more time on pages that include videos, not adapting to rich media may mean extinction.

How is your company utilizing rich media to drive traffic to your content? Let us know below.

At 12-years-old, Salvatore Trifilio scored in the 99th percentile on a New Jersey standardized test in the category of “reading, writing and comprehension.” It was all she wrote, so to speak. Over the next 11 years (and counting) Sal has made writing a central part of his personal and professional lives. When not writing, Sal enjoys watching and talking sports, riding his skateboard down by the beach and jamming out to punk rock music. Most recently he has worked at “The Daily Voice” and “The Suburban News,” and has been published in the Contagious Optimism series for his piece on the Boston Marathon bombings. Sal holds a Bachelor’s Degree in English/Journalism from Fairfield University, where he also minored in Philosophy. He’s also extremely Italian, if his name didn’t already give that away.

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