Many marketers will tell you one of the major challenges of content marketing is finding the sweet spot between selling your brand and producing useful content. So it might surprise you that almost 90% of consumers actually want to read content created by brands. Yet, this delicate balance can be easily disrupted. If even a nudge of self-promotion is detected your content’s credibility could go down by 29%.

Creating content worth sharing doesn’t need to be a challenge, Insights in Marketing (IM) outlines methods to easing these struggles in their new infographic.

Stick to our 5 key takeaways to develop more persuasive and shareable content:

  1. Be Trustworthy

Now that we know consumers actually want to read our content, how can we make that content useful and marketable without being too forward?

  • At least 74% of consumers trust editorial content when it provides an element of educational value, without including a blaring objective for a product or service.
  • Nearly 50% of consumers believe a brand’s integrity is at risk when sources they provide don’t reach outside of the realm of their brand.
  1. Be Authentic

We’re learning that consumers have now begun to trust brands just as much as they trust content from major media outlets, like The Wall Street Journal and The New York Times.

  • According to IM, 84% of consumers trust in organic shares, or word-of-mouth endorsements, making organic shares the most persuasive form of media.
  1. Be Unique

On average, 75% of ideas are simply published once and never reused or repurposed again. How can that cycle be altered and something worth sharing created?

  1. Be Educational

Before we can educate our customers we need to first educate ourselves on our key audience.

When writing content, always ask these questions:

  • Who is my current customer?
  • Who is my potential customer?
  • What is my customer doing when they’re reading my content?
  • What will/can they do with my content?
  • Where will my customers find my content?

According to IM, nearly 58% of consumers report trusting editorial content – but this number can get as high as 74% if the content includes an educational element.

  1. Be Shareable

People are more likely to trust and organically share content from someone within their “inner circle.” Why not make it easier for your circle to share your content by not only including social sharing buttons and emails, but also ensuring your content is easy to repurpose on other platforms and formats.

Here’s what online consumers love to share the most:

  • 61% share something interesting
  • 43% share something funny
  • 29% share something unique

Always remain authentic to your brand and never lose touch with your audience – surely you’ll be creating content your readership will be shouting from the proverbial rooftops in no time.

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