Archive for month: September 2014

The Secret To Making Your Content Shareable

The Secret To Making Your Content Shareable

Are your blog posts a bit flat, are they attracting the right attention, if any? If you’re struggling to attract a stream of steady readers to your blog, the good news is you’re not on your own, many struggle with this problem. The good news is that there are many smart ways to create content that your readers will love and want to share.

First of all let’s start off with explaining what shareable content is. Shareable content is content that is so engaging and interesting that it makes readers share it with their family and friends – an audience that you wouldn’t normally reach. The more people who share your content, the more people see it and the more Google takes notice, creating more opportunities to share. If you want to create shareable content, read on.

Craft a Captivating Title

The title is the first thing your audience see, so it’s important that when you’re developing content you craft a title that grabs the attention of your audience and encourages them to read on and find out more. Everyone loves a list so numeric lists like ‘5 Top Tips’ and teases like ‘The Secret to’ are fail-proof ways to grab your audience’s attention. Although it’s good to be engaging make sure your title reflects the subject matter of your article, if the topic isn’t immediately apparent readers are less likely to read and share the content.

Original is Best

When it comes to content, original is always best – plagiarism is not good and will not encourage shares. Creating bespoke content is the key to attracting and keeping an audience, be a thought-leader not a follower. Of course, it’s okay to link to other sites, reference quotes, but whatever you do, don’t copy the content.

A Picture Speaks a Thousand Word

You’ve all heard that saying, right? Using images in content and social interactions increases engagement. Visuals speak louder than words and they stand out, therefore it makes sense to use visual aids such as images, videos and infographics in your content to make it more shareable.

Narrow Down Your Audience

Okay, it sounds wrong narrowing down your audience because you’ll be targeting less people, but it does make sense. Shareable a content communicates and addresses a certain audience, sometimes a very specific audience. By making your content very specific, you may be alienating a broader audience, however, if your content is directed at a certain audience, you’ll attract that audience’s attention and retain it.

Concise Content

Everyone nowadays is pushed for time, particularly in business. We can no longer sit down for half an hour in the morning and read a whole host of long articles. Your content needs to be reader friendly, and able to be digested in a single session. As we said in our first point tip lists are great, think about crafting bulleted lists, step by step guides and content that is broken down by sub-headings. Concise content is more effective and shareable than long-winded articles.

Creating consistent shareable content to share via your social media channels will not only make you a thought-leader and an expert within your industry, it’ll also provide you with a wealth of SEO benefits. If you’re interested in learning more about content creation and how our blog content and management services can help you, click here.

How to Find Your Audience on Social Media

How to Find Your Audience on Social Media

Do you know where your audience is spending their time online?

If you’re using social media as a tool to engage, you need to think about the target audiences you want to engage with. You probably think you already know who your target audience is – it’s the same people you’ve targeting for years, right? Think again.

Define Your Audience
Before you jump into social media marketing head first, start by defining your audience and your target market. The key to being able to market your products and services is to know who to market them to and what makes them tick.

Let’s start with the easy stuff, your audience’s demographics. If you don’t know your audiences demographics, you should. Make it easy for yourself, what are the obvious characteristics of your audience? For example, a domestic boiler repair business might target home-owners. Knowing that your audience are home-owners is a start, but you need to know to more about your audience so you can craft social media posts that they will appreciate.

Start by thinking about the types of customers who are driving your business forward and giving you repeat business.

First of all, people’s buying habits are often defined by prices, it’s important to look at your products or services pricing band. Do your customers have to fall into a certain income bracket to afford your product or services, if so, what are they?

Who is your products or service aimed at, men or women? If both, think about your typical customers. What age bracket do they fall into? Are they single, married or have children? Think about who makes the purchasing decisions, that will help you recognise whether it’s males or females purchasing your products or services.


Do you know where you customers are located, are they local or national? If you’re selling online the chances are your customers’ locations will be more widely spread, but if you’re a local village shop your customers are likely to be local.

These are only simple questions, but by the time you’ve answered these questions, aim to have the following questions answered, gender, age, location, income level, martial status. Now you’ve defined who your audience is, it’s time to start thinking about what makes them tick, particularly on social media.

Find your audience online
Once you’ve established who your customers are, then you can start finding them online. First of all if you’re not on social media, get on social media. How do you know what people are saying about your brand if you can’t see it? Listen to social media and start from here, what are people saying about your brand on Twitter and Facebook?

Monitor social media for online mentions and listen to what people are saying about your brand, product or services – customer feedback is the most useful types of feedback so take it on board. Hone in on the most vocal customers, find them and ask them questions so you can get the information you need to improve your brand and make your social media presence a positive one.

Make sure you stay up to date with the news and trends in your industry, and with your competitors. Keep your ears to ground, social media is a valuable tool for finding out everything and anything. Use it to give yourself a better understanding of what’s going on in the industry, what your customers want and what is appealing about your services and services.

Your Persona
This should all be making sense to you now, and providing you with an idea of who your target audience is. Once you know who your audience is, it’s time to target them and market yourself in the right way. Make sure every blog, social media post and all marketing messages are crafted with them in mind. Before writing a blog or social media message think to carefully about how you’re going to reach them with your message, appeal to them, and how you can work to understand them better.

When you’re armed with specific information about your audience, you can make smarter decisions about how to connect with them using language and messaging that resonates with them. Tailoring your social media marketing to engage, excite and delight your customers, is much more effective than targeting any customer.

A tailored and informed approach will make your customers love your brand, services and products.

Google Authorship is Dead

Google Authorship is Dead

Google has announced that it has ended its three year experiment with Google authorship.

Google authorship rewarded authors by displaying their name and head shot next to their stories in the search engine results. Google authorship was created as it was thought that stories with authorship display might attract more hits.

Google first started showing authors names on its search results back in June 2011. However, over the last few months Google has started to remove more and more of the information that was originally associated with the Google authorship feature. Some may say that this has been on the cards for a while now though, as back in June the Google+ follower count numbers and profile pictures that used to accompany the search results were removed, and only bylines for qualified authorship results remained. Displaying the authorship information wasn’t as useful as Google had originally thought it would be, and wasn’t encouraging more clicks.

John Mueller of Google Webmaster Tools has explained that the images were removed as part of Google’s move in integrating the Google user experience between desktop and mobile searches. Mobile devices have limited screen spaced and bandwidth and therefore there have been difficulties in displaying the authors photos. It had also been noted that the images didn’t have a great affect in the number of hits a page received. The fall of Google authorship comes after the lack of adoption from the experts at who it was marketed at, as many industries had very few verified authors.

This announcement, like the previous ones, is just another decision that Google has made based on looking at the things that work and those that don’t. Unfortunately Google authorship didn’t create the desired results.


Example of Google Authorship on search engine results page

Will This Affect Author Rank?

In short no. Google authorship and Author rank are two completely different concepts. Author rank refers to the ranking of a page depending on the authority of the writer or who wrote it – the demise of Google authorship will not affect how Google views and rewards authoritative writers.

How Will It Affect Google+?

The loss of Google Authorship doesn’t mean that your previous Google+ efforts have been a waste. Just because we’ve said goodbye to Google Authorship, it does not mean that’s the end for Google+.

Sharing your blogs and content on Google+ will still be a valuable SEO tool, because Google+ is going to continue to dominate a proportion of the Google search results page. Google has said it will continue to display relevant Google+ posts in the main search engine results as well as on the right hand side of the page.