Even if your online marketing efforts aren’t focused on social media you should still write your online content with social media in mind. When people share online content via social media channels this can increase brand awareness and website traffic. As long as your content remains online, more and more people can read and share it so a piece of copywriting you wrote weeks ago can continue to entertain readers.
Online marketing and SEO campaigns used to be about uploading as much content online as possible and hiring multiple website copywriters to produce hundreds of pieces of low quality content. It’s no longer enough to just create content though and the key to producing effective online content is to create something worth sharing. The content people want to share is high quality, entertaining, well researched and cleverly optimized.
When you think about it, it actually takes a lot for someone to share a piece of online content. Firstly they have to find your content (which is why optimization is so important), next they have to read and understand what you’ve written and finally they have to find it inspiring enough to want to share it with others. People who share your content use it as an opportunity to show their readers that they value and understand the points you’re making and that their readers will also find the article interesting. Therefore, when people share your content they are recommending you for your knowledge and your copywriting ability.
The great thing about social media is that content can go viral in minutes and if you produce a particularly good piece of copywriting then you could see your AddThis counter or equivalent ticking away into the hundreds.
The key to creating content that goes viral is to connect with readers and provoke an emotion. Content which inspires, angers, entertains, educates or just makes people laugh is ideal for encouraging sharing. Content doesn’t actually have to be useful to go viral but for business purposes it’s best to focus on giving away your knowledge and providing practical advice and insights about your industry.