Sharable Content Tip: Make your content appeal to more than one audience

Posted on August 23, 2018


One of the most challenging things about online marketing, and something we love at Engage Web, is producing content that gets shared. No matter how good your content, no matter how well written or how much you think it hits the sweet spot for your audience, if it doesn’t get shared it’s difficult to gain any engagement for it.

Without engagement or shares, your great content can remain unread. Undigested. Unloved.

It won’t help you attract any business, which impacts your bottom line; the reason most websites produce content in the first place.

So how can you give your content a better chance of being shared and, as such, ensure it produces more links, traffic and potential business? The trick is to make it appeal to multiple audiences at the same time so that if one potential audience doesn’t ‘bite’, another audience may well pick it up.

What do we mean by that? Here’s an example we recently created.

The article is a short, but snappy, satirical news piece for the Chester Bugle. The story satirised the news currently doing the rounds among some news establishments that Labour leader Jeremy Corbyn was seen laying a wreath for terrorists. This piece of satire played on the concept that Corbyn lays wreaths for notably ‘bad’ characters, and chose the fictional character Megatron from the Transformers world.

The idea was simple, but it also crossed two completely separate and unrelated areas: Politics and Transformers. This meant it was of specific interest to two different audiences, and through clever seeding on social media was picked up and shared en masse by both interest groups.

Political Facebook Page, The Deep Left, shared the post after they had been made aware of it. Their post, at time of writing, had already attracted a further 500+ shares from other people interested in political satire.

The post was also shared in various groups related to Transformers, and received further shares as a result of that. The share count, visible on the post page* of the Chester Bugle website, shows over 7,000 shares at time of writing. All of this was accomplished in under 24 hours.

This level of engagement was made possible because the content appealed to more than one audience and, as luck would have it, both audiences shared and engaged with the content. Had the content only been tailored to one audience, and they hadn’t engaged with it, the content would have fallen flat and not worked.

Of course, you can tailor your content to more than just the two audiences. In fact, the more crossover you have for your content the higher its chances of success. This applies when writing content for blogs, producing video, infographics, image memes, quizzes or any other type of content.

It’s just something else to consider when producing content for your website or social media, and something that Engage Web does every day for our clients. If you need help producing this sort of content for your business, give us a call or send us an email through our contact form. We’d love to help.

Technical Director at Engage Web
Darren is Technical Director at Engage Web, as well as being a co-founder of the company. He takes a hands-on approach to SEO and web design, helped by more than 20 years’ experience in these fields.
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