Seven Tips for Sharable Content
In order for content to generate leads and increase revenue, it needs to be visible to the right people. One of the best ways to increase your reach to the right audience is to create content that people want to share with their network.
People share content on a variety of different platforms, from text messages and messaging apps to email and social media platforms. According to Statista, a provider of market and consumer data, global internet users sent over 41.6 million mobile messages in a 2019 internet minute.
Generally, when people share content, they tend to share things they find informative, helpful and entertaining, or that they feel will provide value to the person or group they’re sharing it with. Another survey by Statista asked U.S. adults about their sharing habits for opinion pieces. Of the respondents, 45 percent said they have shared an opinion piece that they agreed with on social media.
Sharing content on professional and personal platforms is how people shape their online identity. Your clients also want to be seen as respected professions within the industry, so they’re likely to curate the content they share with this in mind.
Here are seven tips to make your content more sharable.
1. Use Compelling Visuals
Text alone just doesn’t cut it anymore. People want content to be easily scannable, especially from a mobile device. For blog posts or newsletters, that means breaking up larger blocks of text with images or videos.
Videos can be especially powerful when demonstrating how a product works or how to troubleshoot an issue. A 2018 survey by the marketing platform Hubspot found that 54 percent of consumers wanted to see more video from a brand or business they support.
When content is visually interesting, it’s more likely to be shared.
2. Tell a Story
No matter the platform, an audience will respond to a good story. It helps people connect to your brand and it can make them more likely to remember your product or service. If you really capture their attention, they’ll share it with others.
Make your story memorable by having a beginning, a middle and an end. You might start by explaining a problem your customers have, then showing them the solution your product or service offers, and, finally, demonstrating how they can solve the problem by purchasing your solution.
One caveat—your audience shouldn’t feel like they’re being sold to.
3. Create Something Useful
People won’t share something if they don’t find value in it. According to a study done by the New York Times Consumer Insight Group, 94 percent of internet users carefully consider how useful the information will be before deciding to share it.
This goes back to knowing your audience. If you know their pain points, you can offer content that’s educational or helps them solve a problem. They’re more likely to share something that helped them with others whom they feel could benefit from it.
4. Interview an Influencer or Thought Leader
Showcasing influencers or thought leaders is a good way to generate interest and excitement.
Virtual events and training webinars are two ways to provide customers with access to industry thought leaders and influencers. Providing the opportunity for them to ask questions or get in-depth information can help your brand stand out.
Those who find value in the event or webinar are likely to attend future events and share those events with their network.
5. Make It Memorable
This should go without saying. If content doesn’t make an impression, you probably won’t remember it—and if you don’t remember it, you won’t share it.
One way to make something memorable is to spark an emotional reaction. Whether it’s a blog post, social media post or webinar, try to create something that connects with your intended audience on an emotional level.
6. Give It an Exclusive Feel
Exclusive content can help to build loyalty with existing customers and develop a relationship with prospects. Those who are really interested in what you have to offer will take the time to register for a webinar or put in contact information to receive gated content.
The opportunity to get exclusive training or access to vital information that can help business owners or trade professionals can also be a powerful motivator to share with colleagues. Consider giving those who sign up their own code or link to invite others.
Remember that people curate their online images carefully, especially from a professional standpoint. They want to share things that make them appear informed and knowledgeable.
7. Add Share Buttons
People are more likely to take an action when it requires less effort on their part, so make your content very easy to share. This can really be as simple as adding social share buttons, but the placement of these buttons can impact how often something is shared.
Search Engine Journal points to HubSpot as one of the best examples of how to use social sharing buttons. The marketing platform places the buttons inside of a blog post with pop-up bars suggesting a quote for social sharing. It allows users to share a specific part of the text that caught their interest. If a user selects the pop-up share option, the quote will automatically be pulled and the source linked.
Placing buttons halfway through the content as well as at the bottom helps make it easier for audience members who are more engaged to share.