How Do I Create Shareable Content? (28.2+ Clever Ways)
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Creating shareable content is about connecting and adding value to the lives of others.
Sometimes it seems like this should be easy for someone in a niche or business.
But it isn’t always that obvious, even to the professional SEO content writer. Knowing how to create shareable content within a niche takes knowledge, research & analytics skills and practice.
That said, there is a formula that works consistently. Read on to learn everything you need to know to start generating more shareable content for digital marketing.
What Does Shareable Content Mean?
Shareable content is any type of media that causes a sudden and overwhelming urge to share with others via sharing channels like email, Facebook, Twitter, or LinkedIn.
When content is shareable, it creates a ripple effect among those who see the share, consider it a "recommendation", view it, and share it. Shareable content can rack up a number of shares fast and go viral.
1. Meet Your Content Marketing Goals
Content doesn't have to go viral to be shareable. In most content marketing strategies, reaching an extra 100, 1000 or 10,000 people in a day is huge. You can then use content marketing and inbound marketing strategies to convert that sharing into website traffic, signups, and other important metrics.
And we're just talking about one post. You'll have many.
2. You Raise Awareness of Your Site
All marketers want to increase their brand exposure. When people share, they get your site and brand in front of other people who may also be your target audience.
This awareness, visibility, and repetition build trust and authority.
3. It Creates Authentic Interactions
These are real people who decided to interact with your brand and found it valuable enough to show it to others. This is a step toward building a more engaged and authentic relationship with your audience.
4. Social Shares Can Impact SEO
Social shares are not a ranking factor. But don't dismiss them. They do a lot of things that are great for SEO:
Increase website traffic
Generate natural links
Cause repeat visits
Establish your authority online
Signify your content's relevance to your audience
While correlation does not always equal causation, A Cognitive SEO study suggests websites that rank high in Google also have a lot of social engagement.
A separate study from Searchmetrics also shows a strong correlation between social views and organic rankings.
5. People Trust Content Recommended by Their Family/Friend
Shares are a form of personal recommendation. It's free advertising, but even better.
What Makes Content Highly Shareable?
Content people pass on often has several elements in common. It may not do all of these simultaneously, but using one or more of these makes for shareable content.
1. It's Practical
It gets straight to the point and provides clear value.
2. It Entertains
People share stuff they think would be valuable, so they can help solve others' issues. But they also spend time online as a form of entertainment, even when they're technically working.
3. It Promises Rewards
Incentive theory is elementary: peoples act on rewards. If they think you're going to give them something, they respond for themselves and often share it with others.
This could be a contest, promo offers, free eBook, juicy secret, anything that the audience finds valuable.
4. It Affirms Causes and Beliefs
People respond to things that tell them they're right. Confirmation bias is strong. They also share things that support their beliefs with others, sometimes to prove they're right, other times to get a like or share.
5. It's Easy to Share
You make it easy for them to send your posts to others with Click to Tweet, share button, etc. Place these strategically on a blog post so they can when someone has an aha moment and wants to send it to someone.
What is the Most Shareable Content?
People tend to spread visual content around before written. It's no wonder. Users understand a visual 60,000 times faster than text. So make sure you always accompany written content with videos, infographics, stunning imagery, etc.
How Do I Create Shareable Content?
Learn what people share. But not just any people. Let's start by considering who your target audience is. Build a Buyer Persona, and when you create content, imagine your sharing specifically with that person.
Armed with this clear picture of who you want to reach, let's look at how to create content that people want to pass on to others.
29 Ways to Create Shareable Content
1. Find Trending Topics
Trending content is a lot more likely to get shared due to its instant relevance. Many social media sites, including Twitter and Facebook, offer pages dedicated to trending stuff. Just go there to see what's popular.
Create content that ties in, but be careful not to hijack a trending topic in a way that seems all about personal gain. This can backfire on you, negatively impacting social sharing.
SaaS tools like BuzzSumo can also help you identify the people talking about a certain topic. Here you can identify influencers and follow hashtags to stay abreast of what people are talking about in a certain industry.
You can also follow hashtags through a tool like Hootsuite.
Finally, check Google Trends to find keywords that are getting a lot of traffic this month. If you can quickly create some great content for your audience, you can capitalize on the trend.
You need to separate the wheat from the chaff, so to speak, to focus your efforts on the most share. To do this, give yourself some criteria, and don't go for the trend if it doesn't align with your brand.
You’re looking for topics that:
Answer important questions about your business/industry
Get a lot of views and follows
Are answered by thought leaders & influencers (people with lots of followers). If a thought leader answered it, then it’s probably important
2. Use Share Psychology - Why Do People Share
Creating shareable content is more than just finding the right topics. You need to use share psychology. Why do people share things? People share to:
Be first to show someone something new
To prove a point
Emotionally connect with the message in the post
Feel like a part of something
Relate to your brand
Stay connected with others
Have others “get” them
Be helpful to others
When creating content, both web content and social media posts, keep these in mind.
3. Use Share Psychology to Create Your Social Media Headline
A recent study finds 59% of links on social network sites were not even clicked before being shared. That's okay because if it reaches more people, you still have a higher number of real people clicking.
An engaging headline is vital to shareable content.
Use strong and emotional language.
Advanced Marketing Institute's Emotional Marketing Value tool is a great place to test your language before posting.
20th-century marketing legend David Ogilvy said that 80 cents of every dollar should go to creating the headline because 80% of people will see the headline while only 20% will take a closer look.
In 21st century concepts, this includes email subject lines, social media posts, meta titles.
Invest some time into creating a headline that deserves a share even if the person doesn't actually click through to view further content.
59% of content is shared without the person even reading/viewing any more than the headline.
Social Media Headline best practices include:
Avoid Clickbait -- search engines and social media are cracking down on misleading headlines and images used to earn clicks. Besides, these don't invoke trust. You need trust to earn a customer.
Avoid Worn Out Socks -- It's okay to use templates as long as you mix it up a lot. But most people just glaze over when they see another headline that says the Top 10 reasons you...
Be Unique but Familiar -- People respond to uniqueness, so vary your titles and avoid overdone ones. Unique titles make people pause to take a closer look. The title should have lots of words that connect with people because they're familiar, but the title shouldn't be overdone. These are 11+ things I learned the hard way in my 1st year in HVAC.
Keep it short
4. Test your Headlines
Share the same content with a different message. See which perform best.
Track performance over time to continually improve.
5. Relate to a Basic Human Experience
Monday's are the worst. Puppies are cute. Long meetings suck. These are so cliche often forget that these are hot topics.
There are some things that most people can agree on because they're basic human experiences. Try to tap into these.
6. Tell Stories
We never outgrow a great story. Give your readers the stories they want to get more shares.
7. Do a Pop Culture Tie-in
Successful content creators use pop culture references to educate, entertain, and expand on ideas. Always consider your audience when deciding which to use.
8. Build Hype for Something You'll Launch Soon
Creatively hype your next release to get people talking about it. An example, Netflix gets creative with emojis to get people talking about an upcoming show.
Get people guessing what the new hot product will be.