As we near 100,000 Followers on the EzineArticles Twitter page, we can safely say we’ve (nearly) seen it all – personal tweets, professional tweets, spammy tweets, and all of the in-between tweets.
There’s one content-sharing tactic that I had hoped would fall to the wayside, but has recently resurged:
Blindly sharing content without targeting audience intent.
Blindly sharing content (or blind sharing) is like casting your fishing line (content) into a river (social media) and hoping for the best. You could spend all day on the river and you might get one or two bites.
Great content marketers target intent – they understand how the fish act in particular “weather” conditions, what season they’re most inclined to be active, the quality lure or bait the fish most want, and more. Intent wins because it hooks your audience’s needs and wants with quality and relevant content bait.
Case Study in Blind Sharing
To protect the integrity of the author in this case study, we’ll call him “Pat.”
As a new Basic author, Pat published a quality article – it was a prime example of an introductory article that was both engaging and informative with a great call-to-action.
It can be difficult showcasing your work when you’re a brand new author and the results are not as impressive as you would like. It takes time, patience, and commitment. Hiring the services of a social media marketing team, joining a “you share my tweets, I’ll share yours” syndicate, using their affiliate marketing services, or participating in a half-dozen other social sharing schemes, Pat wanted to speed things along.
However, Pat didn’t do his due diligence. A day after his article was published, a deluge began over the course of one week in which the following tweet was released 132 times on Twitter by dozens of unique Twitter profiles:
Check out this cool article on [topic] I found over @EzineArticles I really liked it #[niche hashtag] [link to Pat’s article]
Seeing this tweet over and over in my notifications prompted me to keep an eye on it – was it going to work this time when so many other times it hasn’t?
No, it didn’t work because it lacked intent and the engaged audience necessary to make it work. The symptoms of this blind-sharing fail were the tweet was issued over dozens of accounts with a maximum of 10 followers, no profile descriptions, it was the only tweet for many, most lacked a Twitter profile photo, and none of them had any direct connection with Pat or his niche. Had Pat done his due diligence, he would have known this wasn’t going to work.
Here were the results: The post garnered a total of 25 views, 2 URL Clicks (at least one of which was my own), an 8% click-though rate, and a significant downgrade in Pat’s credibility.
In our case study, Pat knew how social media could add great exposure to articles. However, it has to align with his audience’s intention or why people need or want the content in his niche.
What are strong indicators of intent? Whatever your audience is up to:
- Search – What are your readers searching for? How does it fulfill their needs and wants?
- Consumption – What are your readers passively consuming, such as articles, videos, etc.?
- Engagement – What are your readers actively commenting, sharing, liking, etc.?
Avoid blind sharing (especially from questionable sources), wasted effort, and a downgrade in credibility by targeting your audience’s intent. Bait your content hooks on intent to get the articles read, clicked, and shared. How do you ensure you’re not blindly sharing on social media? What do you do to further promote your articles? Let us know – we’d love to hear from you!
Want more information? Check out these great informative resources to improve your content marketing strategy: