Vestorly’s thousands of customers are sharing content by email and social media with millions of readers daily. All that sharing adds up: we’ve tracked billions of data points revealing the content people want to read and when.
We’ve discovered many trends in the data, but most importantly we’ve learned: there are no hard rules. Every audience is different. If you’re working on your email or social media marketing and are uncertain what to share, we don’t have a perfect rule for you (other than using Vestorly’s AI to curate content for your specific readers). We have, however, identified certain types of content that resonate best in email campaigns and social media. These are the four areas to concentrate on when sharing content:
Your audience wants to know what’s happening in the world and how it affects them, their future, their children. The particular topics and events they want to know about will vary. They can be about a national election, an international trade deal, or a conflict in a developing nation. These must be timely articles with a perspective and relevance to your audience’s particular location, needs, and interests.
Less expected are the topics that fall under what you might call lifestyle, like sports, travel, golf, health, fitness, cooking, family, or education. What’s important to recognize is that people do want to read articles that are not related to work. They want to read about all kinds of topics, and this is your opportunity to bring it to them. Oftentimes, these articles do indeed connect back to your services. If you’re a financial advisor, an article on the budget and investment strategies NBA players use will likely receive high engagement, because many will click on anything about their favorite team or star, especially when it comes to their vast wealth. If you run a dealership or auto shop, an article on Tesla’s latest developments will interest and engage your audience on a topic relevant to your field.
Readers are more likely to click on premium sources they recognize like Bloomberg or The Washington Post. They’re also more likely to trust editorial or opinion pieces from respected journals. Local and regional news sources are as respected as national, but all will perform better than unheard of blogs or clickbait from shoddy sources. That’s not to say all blogs are untrusted: many blogs are highly respected among niche audiences and should not be overlooked.
Across all types of content, timeliness matters. A relevant article from the best source doesn’t matter if it’s old. Social media users click on articles relevant to what’s happening right now. If you shared an article on filing taxes from a few years back, your readers would doubt that you’re on top of the latest changes.
This may raise concerns about sharing content you didn’t write with your audience. Your readers do want your personal perspective, but it’s not necessarily the first thing they’ll click on. Articles from top sources like The Wall Street Journal are internationally recognized for quality, timeliness, imagery, and access to experts. Your audience is more likely to engage initially with third party content than your original thoughts. The content you share on social media and by email is the hook that brings them in for a real conversation.
Additionally, it’s unrealistic to maintain a regular schedule of content production or to write a quick article in response to every event. You should be posting daily on social media and sending emails weekly, but you have more important things to do than write an article a day. Set a realistic content production schedule for yourself of once a month or quarter, and supplement your activity with trusted third party sources.
It bears repeating: there are no hard rules about what to share because every audience is different. These types of content represent the broad trends about what people want to read. Your content marketing should include a mix of each. If you want more specific guidance about the articles to share in your marketing efforts, Vestorly can help. Vestorly’s AI content marketing tool finds the articles right for each of your readers based on their digital footprint and reading history. When you use Vestorly, you don’t have to guess about the content to share.