How To Create Shareable Content

Have you ever purchased something for yourself that you also had to buy for a friend? Something so clever, funny or worthwhile that you knew it would be the best birthday gift? Good content is kind of like that — an item that you don’t want to keep just to yourself.

Now, don’t get this mixed up with a weird object that you instantly regift or throw in your office’s white elephant exchange during the holidays. Instead, shareable content brings something valuable to you that you know would help the people in and outside your circle. 

The problem is, there’s SO much content out there. So, how do you cut through the digital noise and write pieces that grab your audience’s attention? We’re covering tips on creating shareable content in this guide. 

The Power of Shareable Content on Social Media

Social media is a place where random cat videos make it huge on the little screen. It might not seem like a place for hard-hitting thought leadership pieces. If this is your thought process, think again. When used as a strategic tool, social media can also be a platform that gets your copy in front of the perfect audience at the exact right time. 

Here’s how you can benefit from posting shareable content on social media:

Brand Awareness

Digital marketing on social platforms amplifies your brand, and shareable content can keep them coming back for more. Think about it like this: As your brand becomes more recognizable for sharing quality content, it acts as the bobber, getting your audience’s attention. Then, the content you share is the hook, establishing a strong online presence that draws people in. 

Boosting Engagement

Social media has transformed the way businesses can connect with their target audience. Rather than your brand seeming far away and inaccessible, your loyal customers can now interact with your platform when and how they want. The same is true for what you’re posting. By sharing thought-provoking, useful content on relevant channels, people are more likely to engage with your brand. 

SEO and Backlinks

Backlinks show SERPs that your website is an authority in your industry. When you post shareable content and people link back to your site, it boosts SEO and promotes your brand as trustworthy. The more high-quality backlinks you earn from reputable sources, the more search engines view your site as credible and relevant. 

Conversions

While people don’t love to be blatantly sold to on social media, consistently sharing valuable content builds close relationships with your audience. Then, when it’s time for them to make a purchase, they’ll turn to you, the brand that’s been posting personalized, relevant copy without asking for anything in return. 

What Makes Content Shareable?

Paid content is valuable for your brand, but creating shareable content is one of the best ways to generate long-standing organic traffic for your business. Wondering how to build a content strategy that boosts shareable copy that will engage your audience now and in the future? Here are a few considerations to keep in mind:

Emotional Appeal

Humans are emotional beings — it’s undeniable that content that tugs on heartstrings or causes people to feel strong sentiments tends to perform better. Tapping into universal emotions like joy, empathy, fear and surprise can help you leave readers with a lasting impression. This could include client success stories, funny behind-the-scenes content or inspirational videos. 

Practical Value

Whether we like it or not, people are mostly focused on themselves. You can tap into that fact by providing helpful guidance and making your audience’s lives easier. Create engaging how-tos, tutorials on your products, infographics about insightful stats and step-by-step directions that relate to your brand. This way, you become a tool for people to turn to and a resource that’s worth sharing. In fact, 87% of marketers use content like how-to guides and troubleshooting tips to support existing customers, according to Salesforce.

Relatability and Pain Points

Addressing the audience’s interests, demographics and problems makes content shareable by feeling personalized and timely for your specific readers. Ultimately, people won’t repost a blog that feels out of touch or irrelevant to them. That’s why it’s critical to know your audience, what’s important to them and how you can fill gaps that will improve their experience. 

Brevity and Clarity

Have you ever tried to bake cinnamon rolls only to spend three minutes scrolling through the author’s life story before finally landing on the baking instructions? It’s frustrating and, frankly, leaves a bad taste in your mouth that even the best baked goods can’t shake. Similar to sweet treat recipes, people want short, easy-to-read written and video content that gives them the answers they need as clearly as possible. 

Novelty and Trends

Timeliness is an essential factor in making content shareable. When what you’re putting out is relevant to your audience and resonates with their interests, they’re more likely to want others to read what your brand has to say. Whether that’s taking part in video trends, addressing cultural issues or changing your copy with the seasons, you can create content that feels fitting while still being on brand.

Types of Shareable Content To Test Out

Any content can be shareable if you create it with the above elements. However, there are a few specific types of shareable content that are most often met with open arms and quick reposts. Try sharing these content genres and see how they bode for your brand:

• Visual content: Infographics, graphics, video content and reels.
• User-generated content: Testimonials, reposts and customer stories.
• Interactive content: Polls, quizzes and giveaways.
• Educational content: How tos, guides and expert tips.
• Attention-grabbing content: Strong headlines and eye-catching visuals.
• Influencer marketing: Video content created and shared by relevant influencers. 

Steps and Strategies for Creating Content People Want To Share

So you want to build content that’s exactly what people want to consume and share. It’s easier than you think! It just takes the right approach to nail it on the head. 

Step 1: Know Your Target Audience

It’s hard to find a gift for a friend you know very little about. The same is true when attempting to write content that’s relevant to an audience you don’t understand. Conduct market research to determine who it is that you’re actually looking to reach, what they care about and what problems they’re trying to solve. 

By learning about your readers, social media followers and potential customers, you can discover what topics they want to learn more about and what interests them. This will help you speak directly to them in both a compelling and engaging way. 

Step 2: Craft Attention-Grabbing Hooks

Social media is designed to get your followers to scroll endlessly. Stop the scroll by employing headlines, CTAs and visuals that captivate your audience. Provide clear phrasing so people know what they’re getting when they pause on your posts. and keep the desired action easy to understand and follow through with. 

On-screen text and captions should be bold and intriguing. For example:

• You’re probably making this mistake every morning. Here’s how to fix it…
• I almost quit my job last year — but then this changed everything.
• 90% of marketers do this wrong. Are you one of them?
• Want 3x engagement on your posts? Save this post for your next content brainstorm.

Also, make sure you prompt sharing by making content formatted specifically for that purpose. This could include short-form videos, how-to guides, memes for entertainment and carousel posts with step-by-step instructions. 

Step 3: Tap Into Emotions

Inspire, entertain or surprise your audience with content that appeals to their emotions. Pinpoint what makes those people tick, then use that to craft highly shareable content that leans into storytelling. Lead with honesty and writing integrity, not cheap tricks, deceptive clickbait or silly shortcuts. 

Tap into influencer marketing, as well. Because people generally trust other people over brands, utilize influencers that align with your brand and can help tell your story. 

Step 4: Add Clear Value

Don’t just use your content to sell. Solve problems, teach something new, share data-driven insights and simplify relevant concepts so your content rewards customers. For instance, post infographics that summarize complex data. That way, people get into the habit of turning to your company for solutions. 

Step 5: Leverage Trends and Platforms

Keep up with trends without losing sight of who your customers are and what your brand specifically provides them. Use trending topics, hashtags and platform-specific formats, like TikTok reels, LinkedIn thought leadership and Instagram carousels, putting your own spin on each so each piece of content feels familiar. 

Step 6: Optimize for Sharing

Make sharing your content the obvious next step by including sharing buttons, clear CTAs and repost incentives. Also, keep people happy with mobile-first formatting and fast load times for a better user experience. 

Step 7: Encourage User Participation

User-generated content is a powerful tool for shareability — but it doesn’t happen by chance. Encourage people to engage with your brand by running giveaways, contests and social sharing campaigns. Just keep in mind: Engagement is a two-way street. If you don’t connect with your audience, they won’t return the favor. Make your social media platforms a place where people feel seen by interacting with them and personalizing their experience.

Up the Ante on Your Content’s Shareability

Optimize your content’s shareability, reach more people and turn one-time viewers into active brand ambassadors. Ensure that your content is the gift that keeps on giving by ensuring what you’re putting out is high-quality, focused on emotional connection and strategically thought through. 

Test these strategies out in your own content creation and watch your ROI soar.