Become A Content Marketing Ninja
Becoming a social ninja does not require a set of special skills or some secret knowledge that only a few selected possess. I think it is not something esoteric as it is believed to be. Anyone and everyone can get to that high number of engagements. Steps to internet popularity will get you in touch with how good marketeers think in terms of using social media today.
This will make you capable of achieving the same feat as people with thousands of followers. Of course, the follower count does not come right away; it takes building up on a solid base.
Wait till you apply the techniques mentioned in this article which will help you get a good user base to build upon in the future.
Facebook being one of the largest online communities with a whopping user base of 1.44 billion monthly users will be our target marketing platform in this post.
We will go through:
- What works under the hood of Facebook News Feed.
- How to get at the top of the food chain of Facebook Content Marketing.
Getting engagements on your social media posts (likes, shares and comments) is just a matter of keeping in mind a set of steps to follow.
Working on these simple guidelines can make you a social media growth hacker with a return of sky rocketing number of followers and loyal audience which keeps on coming back to you for more.
Facebook as opposed to a few years ago has set up new news feed algorithms that limits organic reach of your posts to only a select percentage of viewers. This not only limits the organic reach of the pages but also earns Facebook a lot of revenue from the ads.
The pages need to pay much more to Facebook for being shown to more people which they could do for free until last year. Which as much as I have heard from marketers like myself is a bad thing, and Facebook is evil, just think about it. Mark has a business to run, and they need to make money from somewhere. A lot of money was left on the table for years when they were not monetizing the platform at all.
There are millions of Facebook pages competing to be on your news feed.
This means that for every 100 fans your page has, organically, a post gets to less than 6 of them. Though Facebook algorithm slowly increases the exposure that your post gets based on the response from those initial fans and builds up on it, this seriously limits the reach you can have without paying to Facebook.
The rise in advertising on Facebook has a direct relation with the pumped up Facebook stock prices and the organic reach algorithm put to use by Facebook.
This chart prepared by Jay Baer shows that as the organic reach of posts miniaturized from 12% to 6%, the Facebook stock price swelled from $50 to about $70.
This is what I have learnt from hours of research about growth hacking my way into Facebook Media Marketing. I have condensed it up into 5 small portions, which I think are paramount in transforming a normal post into a viral sensation.
Content marketing does not entail that you put up your content in such a way that it gets to thousands of people within a matter of minutes.
Content marketing is not about getting results too fast or even too slow.
It is about slowly beating the batter till it reaches the perfect consistency and leaving it in the oven of Facebook and then watch it expand over the course of time.
Consider keeping an eye on your reach for different types of content you put up on a weekly or monthly basis to get an insight into the type of content that gets most engagements and the maximum reach, organically.
This is the content you want to post more often to get more people to engage with you.
This way you also find that sweet set of users who love the same things you love, make a relationship with them and grow your audience with similar content.
If the organic reach for your content is very less and you are a business or a person with a good amount of followers, something might be seriously wrong.
It can be one of many things such as:
- Sloppy Writing
- Topic not trendy enough
- Average Content
- Less Promotion
- Promotion Quality
In this part I will explain how I think of content creation and how choosing the right content and headings can naturally lead to engaging outputs.
STEP #1: IT’S ALL ABOUT THE HEADLINE
Research has shown that headlines with numbers tend to generate 73% more social shares and engagement. Our brain values numbers at a much higher importance than text.
Try thinking of the last viral article or video you watched on the internet. You can be sure it started with a number or had a number in the headline.
One of the greatest advertisers, David Ogilvy, whose book I was reading a couple months ago(Confessions of an advertising man) swears by creative yet simple use of headlines. As long as we intrigue the reader, not make them feel stupid and deliver on it later, we are gold.
Tweaking your headline can get you from 1 million to 17 million views.
Upworthy has achieved this by using the exact same content and just putting in a different headline.
Upworthy writes 25 headlines for one article and then choose from them which they believe can make the content go viral.
Many professional copywriters agree that 50% of your article’s popularity is due to the headline alone.
You should try and spend at least an equal amount of time designing a proper headline for your article as you do writing the actual content.
Surveys showed that 80% of the people share or like your content just based of the headline alone and never even bother to read the content itself. Only 20% of them go to the article irrespective of the headlines.
Sometime this is the reason you see an amazingly popular article with a catchy headline and when you go into it for some words of gold, you find it’s just coal.
Make your headline unique.
Put effort into designing a headline that:
- Does not deceive the audience
- Conveys what is in the article straight away
- Is concise and to the point
- Is extremely catchy
STEP #2: CREATE SHAREABLE CONTENT
Remember, you are creating content for your viewers. Don’t get hung up on a topic you like which does not have much shareability.
Sure, you can later on have the content on that topic on a personal blog or account.
As a business you ought to be creating content for the people. If they cannot find what they want or can relate to, they will move on to one of the other billions of articles on the internet.
Find meaning in your content. Do not do it for money alone, try to improve lives of others by the means of your content.
STEP #3: GET AN EDITOR FOR YOUR CONTENT
Once you are done with the process of content selection and creation you need to stop.
Get some air.
Chill. But do not edit your content right away.
When you start editing it right after you’re done with writing it, your brain tricks you into thinking it is okay because you just wrote it. It becomes more of a belief thing rather than rational observation.
It really pays to get an editor to look over your content. You seriously do not want to let silly errors make you sound inexperienced.
An editor is someone who provides a backbone to your content, embellishes it like the final garnish on a gourmet dish.
There is a reason that every newspaper, blog, content website hires a professional editor for the stuff their content writers produce.
Editing your content well shows that you care for the time of your audience and respect your audience to give them the best you can afford.
Although, if you want to edit yourself, take some time out and then come back to the article and try to go through it from the start. Go through each paragraph multiple times.
Try to change the tone of the article into a conversational one rather than sounding mechanized.
You can use following guidelines to start for now.
- Look for simple errors like “your vs. you’re”, “their vs. there” and so on.
- Look for spelling mistakes. Even the best of the spell checkers can sometimes miss a word or two.
- Look for grammatical errors.
- Go through and speak the article to yourself. This helps in pointing out simple mistakes that you might overlook in the initial run through.
So, you’re done with producing the most awesome content you can come up with.
You’ve worked hard, researched for keywords online and got the perfect headline for your article.
MOMENT OF TRUTH
You post it online and sit and wait for hours only to see no engagement and a mere reach of about 20 people on that awesome piece of article that took you 6 hours to research and write, another 3 to edit it and 2 more to find the right images and graphics.
The article you have put out does not go to the people automatically. One choice is Paid Advertising.
Another one that’s free is self promoting your content. Most of the people and small startups do this in the initial stages of their life.
If done right, this can be much more rewarding than paid advertising.
STEP #4: SELF PROMOTION
Something that will not cost you a single dime is growth hacking, or simply put self-promoting the article until your fingers bleed.
You can have a strategic approach to self-promoting your content on Facebook in this way:
- Share the content from your business page to your personal profile.
- Make one of your friends share it and their friends do the same. If this chain continues, your content can reach a lot of people without advertising. You get a good reach without being too pushy about it. You are asking only one person to share it; it’s a very small favor.
- Cross Promote the content on different social media profiles you or your business has.
This can make your post rank higher and organically be shown to a much higher number of people.
Cross promote your content on multiple platforms- Get to Twitter, Instagram and promote it among all your profiles. Platforms like Twitter and Instagram provide 316 million and 400 million monthly users respectively.
It sure won’t hurt additional promotion to this number of users.
This will not only get you a fresh audience in but also up your rank amongst your users as someone who shares quality content and provides meaning.
STEP #5: PAID ADVERTISING
As Facebook limited its organic reach, it also created an awesome way to share your content by paying for advertising right on the platform itself. The large user base of 1.4 billion can give you great exposure.
Only if used properly, it can increase your engagements by large amounts.
The key is setting your audience the right way. Try to use the vast amount of variables to pin point the audience you want to reach.
Limit yourself to a target audience of about 150,000 only.
The costs for this advertising are quite cheap if done properly and can highly increase the reach you or your business gets.
Neil Patel wrote an amazing post about creating your own ad campaigns so you can maximize your reach and at the same time save your pocket from being washed away by Facebook.
You can still make the most out of social media without paying them for advertising.
Put in the hours to research and create content. This will show in the quality of your work and will help you grow as a brand.
Users respect someone who puts in the time to make something for them.
“When you promote, you aim at building a close relationship with your audience and that allows you to learn about them and create content you know they will love – Neil Patel”
These are the 5 tips to make you a social ninja of content marketing world.
This is a lot of information at once, take it in a bit at a time and feel free to comment how it worked out for you.