June 13, 2021 by Michael Diez
Are you creating content? That is a great start. Working those marketing muscles.
Are you creating content consistently? I know, it’s hard but keep going.
Are you not getting any results from the content you are putting out despite posting consistently?
Don’t give up.
If you’ve been putting content out consistently multiple times a week for several weeks, then you’ve probably gotten good at creating and posting content consistently. You’ve developed your content production rhythm.
It is now time to elevate the quality of your content by making it sharable.
Now you may be asking, “But I thought my content was sharable already, wasn’t it?”
You made some assumptions about what you thought your audience would find valuable, and you produced some content.
But not all of the content performed well, right? In fact, most of it did not perform well.
That’s why at the beginning, you focus on creating volumes of content. That way you can test as many assumptions as you can.
But now it’s been a while. Not only are you getting good at producing content, but you are beginning to know what your audience actually finds valuable.
So it is time to switch strategy: From quantity to quality.
When your strategy focuses on quantity your key performance indicators (KPIs) are views and likes.
But now your strategy is ready to switch and focus on quality where your KPIs are links, shares, and saves.
Curate your best-performing content and create pieces of content that consolidate and reference.
For example, say you wrote 100 articles about well-being and found that articles about how to deal with stress performed the best. Then create guides, summaries, tips, and case studies using those articles.
These are the kinds of articles that have the highest chances of going viral or ranking high on the Search Engine Results page.
These are the kinds of articles that have the highest chances of generating results.
So why not create sharable content from the start? You could if you know your audience really well. But most likely you are making assumptions as to what they would like to share, so if you focus on KPIs like links, shares, and saves, the results will be discouraging, and you’ll most likely give up too soon.
And even if your early content gets a ton of shares, you might not know for sure why it was shared so much. You might end up creating content based on biases.
So start by focusing on content that gets views and likes, then after a certain amount of volume, when you start to see what content your audience really finds valuable, switch to content that gets links, shares, and views.
Do eventually switch to quality. If you don’t, you risk creating content with no audience in mind, and that’s the worst kind of content (aka. Spam). And because spam content has no audience in mind, there is very little useful data you can get from it to help you create shareable content. So then you basically have to start from scratch and figure out who your audience is.