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Highly Shareable Content Creation Takes Center Stage

Successful online marketing now requires more than traditional SEO tactics and the mere practice of content marketing.  The quality and social capital of content is taking center stage Highly-Shareable-Content-Creation-Takes-Center-Stagein marketing industry discourse.  For individuals, companies, schools or non-profit organizations to achieve high-volume websites and booming operations, they must get on board with the critical aim of creating relevant, engaging, information-rich, high-impact and very shareable online content.  Achieving high rates of social content curation—social sharing—is becoming increasingly more important to SEO and the ranking of search engine results pages (SERPS).  Each time someone shares your content with their network of friends and industry contacts, it gets a stamp of approval—increasing its reach and magnifying your opportunities for higher rates of traffic and lead generation.  While an increased focus on impactful, highly shareable content may initially seem like another arduous hurdle to business success, the need to create content, which readers find valuable enough to share, will ultimately improve the quality of online marketing and the internet as a whole.

According to Erin Griffith of PandoDaily, Twitter and Facebook are now the front pages for content, as content mostly comes to people via their social networks rather than them having to seek it out and view it on homepages.  Jonah Peretti, CEO of Buzzfeed and Cofounder of The Huffington Post, stated: “What’s exciting to me now is that there are these social platforms like Twitter, Reddit, Facebook, and StumbleUpon.  That means you can create something for humans, not for robots, and still build something massive.”  The takeaway here is that you should create content with your audience in mind, instead of being more intent on gaming search engines with SEO trickery. 

There are no shortcuts to writing highly shareable content.  It takes vision, creativity and a keen understanding of your industry.  However, it is important to note that consistently creating valuable, relevant and share-worthy content will inevitably improve your search rankings, since they are increasingly taking into account the social exposure and influence of content and the authors who create it.  Creating really shareable content will get others to promote your content for you.  While originality is an important goal of content creation, highly shared content does have some common characteristics. 

Characteristics of Highly Shared Content           

To create share-worthy content that gets ranked highly by search engines, use these characteristics as inspiration.

1.  It covers real-time, relevant issues or news.

2.  It includes captivating images.

3.  Highly shared titles are actionable, concise, clear, descriptive, authoritative and intriguing.

4.  It includes compelling and illustrative infographics.

5.  Highly shared content has breadth and depth. 

6.  It shares fresh, original thinking.

7.  It covers topics blowing up in the news a la newsjacking.

8.  Highly shared content is not solely focused on pushing products or services.

9.  It is free of spelling errors, typos and grammatical and editing flaws.

10.  It is visually interesting and presented in an organized fashion.

11.  It showcases industry-relevant thought leadership.

12.  Highly shared content may come from a trusted and credible source.

Create content that begs to be read, bookmarked and shared, because it is high-quality, original, informative and timely.  Strategic content marketing can improve your SEO, increase website traffic and promote higher lead generation.  Without high-quality content creation, you will not be able to generate social capital with your content, and your website and business as a whole could suffer as a result.  Do not get left in the dust.  Attempt to create share-worthy content, and you could be recognized as an industry thought leader, increase your reach, generate and convert more leads, and achieve higher new business generation.


Join The Conversation

  • Monica Romeri's picture
    Jan 11 Posted 4 years ago Monica Romeri

    Hi Josh, thanks for commenting.  I am glad you liked the article.  I share content on Social Media Today, Business 2 Community, Twitter, Facebook, LinkedIn and Google+.  For me, having a post do well on Social Media Today has been the most effective and caused a lot of social sharing via the other channels, particularly Twitter and LinkedIn.

  • Monica Romeri's picture
    Jan 11 Posted 4 years ago Monica Romeri

    Thanks for your comment Michael.  You bring up some great ideas.

  • Jan 3 Posted 4 years ago joshua_sprague

    Great article, Monica, and highly relevant. The list of 12 characteristics is great to remember when creating shareable content. I love the phrase "newsjacking." That's great :)

    One of the things that I think is equally important is how the content gets exposed to different audiences, which, of course, increases its chances of becoming more shareable. What are your favorite strategies for getting your content out there once it's written?

    People often don't think about how they can use their content as a connector with other influencers in their space, while still providing value for their audience. If you'd like, I can pass along a good article that addresses how to do this. Let me know, and thanks again for the timely article!

  • Dec 19 Posted 4 years ago Michael Higashi

    Great topic and solid recommendations - I enjoyed and will share your post! 

    I think it's also worth punctuating that online content marketers should "think ahead" as they produce content - and not constrain themselves to one medium or channel in hopes of bieng shared by others. Use video, infographics, images etc to interact with influencers on social media channels to expand your content's reach multiple times over.

    In a recent post I highlighed some fascinating stats and very cool Infographic by SimplyMeasured/M.Booth, which includes such stats as:

    • videos are shared 12X more on Facebook than links and text posts combined
    • the top 10 brands on Facebook drive the most engagement from photos and video

    Infographic and post here: "Get Shared More: Top 5 Social Media Marketing Tactics"

  • Monica Romeri's picture
    Dec 16 Posted 4 years ago Monica Romeri

    Thanks Rachel.  I agree; your comments are right on target.  I am glad you enjoyed the article.


  • Dec 14 Posted 4 years ago rebarker

    I think it's great that there is a increased focus for brands to create content that's worth sharing. Gone are the days when the loudest brand won. Brands need to contribute relevant, engaging content in order to be a part of the conversation. Great article!



    tw: @MajesticMedia

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