With millions of connected users across the globe, it’s hard to overestimate the power of the social web. Traditional word-of-mouth marketing can’t hold a candle to a viral web story, which is why it’s important to focus on crafting content that captures the attention of the masses. If you’re eager to harness the power of the social web for your business, use the following five tips to gain more followers, create shareable content, expand your brand clout, and ultimately, drive your bottom line upwards.

1. Elicit an Emotional Response

If you’ve ever found yourself crying over a Hallmark commercial, you’ve experienced the power an emotional advertising campaign has on its audience. Research conducted at the University of Pennsylvania suggests that good news spreads faster over social media than negative information. Tell a story through your content and aim to tug on the heart strings of your followers to maximize your content’s leverage.

2. Focus on Aesthetic Appeal

Audience perception plays a vital role in the success of your content. Not only should you craft text, photos, and videos that demonstrate authority within your niche, but you also need to ensure visual appearances aren’t neglected. Invest in a quality responsive site theme, or partner with a freelance graphic artist to produce stunning visuals for your content marketing campaign. Content that looks appealing makes a bigger impact.

3. Respond Quickly to Current Events

As stories gain traction online, Facebook and Twitter will often recognize these as trending subjects. Savvy marketers can use these trending topics to catapult their content to new heights. As web users search for information on these events, related content is displayed.

While sharing content tied to current events can result in a dramatic uptick in the popularity of your materials, you should always exercise caution when taking this approach. Too many brands have tried to tie their content to extremely sensitive subjects, in turn incurring the wrath of the blogosphere. Keep your content relevant, appropriate, and respectful to avoid this pitfall.

4. Reshare Old Content

In the current marketing landscape, it isn’t uncommon for a new blog post, video, or ad to be quickly replaced by content from other sources. Don’t craft a long post, publicize it once, and call it a day. Instead, reshare old content frequently, ensuring new followers discover it and those who may have missed it have a chance to see it again. This approach helps conserve marketing dollars and boost the power each piece of content holds.

5. Make it Easy to Share

If you want your readers to share your content, don’t ask them to jump through a million hoops. Instead, provide sharing buttons on your website that make it easy to broadcast your content with the click of the mouse. Plenty of WordPress plugins provide this functionality, helping you ensure your content reaches the largest audience possible.