Shareable Content: What is it? & Why is it so Important?

Content is the primary tool that digital marketers use to attract potential buyers to their products and services. When someone finds interest in articles, posts or videos you produce, they have the choice to share that information with their social media networks. Shareable content can lead to seven times more traffic on your website, but it takes time and attention.

The number of shares a blog post or video receives is a clear signal of audience excitement, but how do you create it and get people to share it? See our top tips below:

Social validation. Social media users want to be validated by their friends and followers. Platforms such as Facebook and Instagram use “likes” and “shares” to encourage users to post frequently about their interests and activities. Most users only post what they believe to be socially acceptable among their peers. If they see an article that would likely bring a lot of “likes” to their profile, they are more likely to share it.

Humor. Social media users love to share funny or light-hearted videos on their timelines. Not only does it make people feel good, it also attracts the sought-after likes and shares that signal social validation. Business pages can utilize industry-related humor to encourage users to follow their pages and view more of their posts.

Informative/instructional content. Most people use social media for entertainment, but go to a search engine for instructions and information about specific subjects. How-to posts and videos that can answer a potential customer’s questions are very shareable — and it helps form trust between you and the customer.

Alignment with Beliefs. Social media is a popular medium for people to share their beliefs and opinions on controversial subjects. It allows people to show their identity. People are more likely to share information that aligns with their beliefs.

Content that IS typically sharable:

  • Lists
  • How-Tos
  • Videos
  • GIFs and Memes
  • Inspirational Articles
  • Opinion Posts

Content that is typically NOT Sharable:

  • White Papers
  • Case Studies
  • E-Books
  • Product Pages

Focus your content strategy around creating material that is highly sharable. For more information on effective digital marketing strategies, visit Tucker/Hall’s Resource Center. If you have specific questions, feel free to contact us.

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