How To Create Shareable Content? 10 Incredible Tips Just For You

How To Create Shareable Content? 10 Incredible Tips Just For You

A simple Google search on any topic will tell you the staggering number of content that is present today in the digital space. To put it into perspective, statistics show that we post almost 2 million articles on the internet every single day and if you combine that with our social media status updates and sharing media files, the amount of content is simply unimaginable. Naturally, people do not come up with 2 million new topics daily and only a few posts manage to swim to the surface. Content that people share and circulate throughout the internet.

And here comes the big question! How to create shareable content that will become the chosen one? A content that will receive engagement and earn your brand the well-deserved fame. Unfortunately, we often confuse sharable content with viral content but the truth is, you do not have to make your posts viral for it to become shareable.

So, here are 10 incredible tips just for you on creating shareable content. Bring out your notebooks and paste these on your wall. Refer to this list every time and stand out in the 2 million thick crowd.

Here we go!

#1: Involve your audience and get ideas from them

Audience listening to a lecture

Certainly, the question arises, how do you know whether your post is valuable or not? The trick to creating shareable content lies in giving your readers what they want. Post content on topics your audience wants to know about and give them the answers that they are seeking. If you remain engaged with your online community, you will get vibes of what all your followers are discussing, where are they confused and what are they searching for. Create a post on the hot topic and see your content boom.

For instance, almost every alternate week chatter goes around that Google has updated its search algorithm. Twitter goes nuts over how their sites have fallen in rank and the SEO blogs come out with posts on ways to protect its users. Among this mayhem, Gary Illyes drops in a tweet about how there’s no update and the fluctuations are normal. Imagine how many retweets Gary gets when the panic had already set in. A tweet, after all, is a content and Gary talks about what his followers are discussing. Get the idea?

#2: Target topics that are trending on Social Media

graph showing upward trends in social media

Well, this shouldn’t come across as a news. Publishing a content on trending topics increases your chances of receiving shares. If you share the post on social media with the right hashtags, people will easily find your content and spread the word. Remain active in your niche, keep a lookout and grab the opportunity when it comes. Sharing your views on such a topic establishes you as the industry expert and develops a sense of trust in your brand.

Twitter has a trending section that lets you scan through the most used hashtags. Buzzsumo also offers a tool to find the most trending topics for which its articles got the maximum shares. You can pick up topic ideas from here and frame a post that will stand out. The key is to constantly update your knowledge well and present something that harnesses the audience’s positive emotions.

#3: Add memes and make the reading fun

meme showing three frogs

Who says you always have to be professional? Take this post by Larry Kim as an example where he talks about featured snippets. The images in this blog are memes from the famous TV series Game of Thrones and it is hilarious at parts. Such content tends to stick in your memory and when you had fun reading it, you involuntarily go on to press the share button. Kim’s content is the perfect mix of information and humour, this is your example of how to create shareable content.

Similarly, I had come across another content where the author talked about black-hat and white-hat SEO with reference to Star Wars. There weren’t any memes in the post but it was engaging to the extent. Too much information can take the fun element out of your content and this is what you should avoid. Add humour here and there, be sarcastic and let your readers enjoy the read.

#4: Always tell a story through your Content

person telling a story

Have you ever seen people sharing a Wikipedia page on their Facebook profiles? What you get there is pure information and until you are doing hardcore research, you hardly enter or click on Wikipedia. The purpose of your content is also to provide information, but you can do this while conversing with your readers. Instead of constantly hitting them with facts, sound like a human and this is what makes content shareable.

Anecdotes always seem to work for me. You can also quote real-life examples from your life or something that you had read somewhere to prove a point. But try not to go overboard and fill your content with unnecessary fillers. Stick to the theme and make things interesting. Find out what your audience connects with and tell your story on those lines. If I am talking about marketing, my example will never involve elephants and ants.

#5: Place social share buttons where they are visible

different social media platforms and sites

Believe me or not but there are articles out there that are truly worth sharing but the authors miss out on the opportunity just because their social share buttons weren’t in the right places. When your readers are through with your content, that is the point when the thought of sharing comes to their mind. Now, if your social share buttons are right at the top, many may leave your page without going through the trouble of scrolling up.

Then again, some do prefer to scroll up and read the headline again. So, you must have the buttons at the top as well. I also like the way most websites encourage shares by placing a tweet button in the content body highlighting the sharable information. In simple words, do not leave your readers in the dark and expect them to figure out how to share your content. Make it easy for them by placing the icons wherever you think they might want to press share.

#6: Talk about the other side of the story

girls talking about other side of the story in office

You may not side with the majority always but post something that causes controversy. This is a smart trick on how to create shareable content. I am not talking about religious or political topics that can start a war. It can be something simple like how people are talking about email marketing is slowly losing its value. There are many who side with this opinion and this is where you can come up with a post which reads: “Is Email Marketing Truly Dying?”

It will immediately catch the eye of a lot of people. They will want to see what all you have to say and may even debate with you on certain points. Another section of the crowd will agree with you and share your content to instill some fresh air. This way, you come to the forefront by not following the crowd and posting something the audience didn’t expect. You will receive shares in appreciation of your bravery.

#7:  Hand out Rewards for your shares

handing out trophy for sharing your content

Who doesn’t like to get rewarded, right? This gives your audience a purpose to share your content and they will do it without second thoughts. At the end of the day, all you have to do is pick a winner and come up with a new prize the next time. The reward doesn’t have to be something extravagant. Maybe a discount on one of your products or free access to an eBook. Anything will do and is indeed a nice hack in creating shareable content.

Think of it like an investment. By sacrificing $50 to encourage shares, you can actually bring in more audience who can help you make 10 times of what you give in the reward. Twitter is the best medium to run reward-related sharing campaign as it is easier to keep track here. If resources permit, you may also consider handing out t-shirts and coffee mugs which are great ways to spread brand awareness as well.

#8: Listicles still rule the market

liscticles are the best way to create shareable content

Original and research-based content may be the future of content marketing, but if you are looking for creating shareable content, listicles are still the way to go. The above picture from Buzzsumo shows list-type content gets the most number of shares right after infographics and the average figure is even more than video type content. The psychology which works here is that listicles are quick to scan and read and people like spending little time.

The best answer, in my opinion, to how to create shareable content is to combine a listicle with an infographic. If you are suggesting 10 ways to do something, create an infographic with that and place it within your post. People can now share with your entire blog or opt to spread the embedded infographic around. This way, you tap into the potential of the two most shared content (according to the data chart above) and generate maximum shares.

#9: Make the content scannable and clean

clean and easy to scan content

Trust me on this, people do not share ugly looking content with huge paragraphs and no white spaces. Aesthetics play a vital role in engaging your audience and also affect their decision to share. It’s almost a primary must-follow of how to create shareable content. People love to see content that is neatly placed, with proper high definition images and fewer ads bothering them while reading. You give them a good experience and they will spread your word in return.

Also, take care of how your website is looking on a mobile screen. Keeping all the SEO aspects aside, internet users now surf more on the go and you must ensure a similar experience as your desktop version. Make sure your page loads fast, the design has an optimum finger space and your users have easy access to social share buttons. Mobile users tend to share more and such simple steps are what makes content shareable.

#10: Make your content Valuable and fill it with Information

how to create shareable content

Seriously! If you want your audience to recognize your content and share it in their profiles, take your time and give your best. A random combination of words of the greatest topic on earth will never attract attention as there is always someone else out there who is doing better than you. Research on the topic, back your viewpoints with statistics and make your readers feel that they have learned something after reading your post.

Buzzsumo in collaboration with Moz recently conducted a study on how to create shareable content and the ideal length of such content. They observed that posts more than 1000 words received more shares on social media than those that were 800 words or less. Buzzsumo also stated that its 5000+ words strong articles almost always received 10,000+ shares and higher the content size, the better is its popularity. This brought in a trend in generating long-form content which is suggestive that readers now look for information rather than a light bedtime read. Give your audience value and your content will be shared. Which brings us to the bonus tip…

Bonus Tip – Stick to the basics

You really don’t have to try to hard and complicate matters. Keep your focus in mind, be true to your audience with your content and follow these 10 incredible ways on how to create shareable content. Improvise and find out what works. Look for new ways if you have to. This is the essence of digital marketing where things are always changing and it somehow challenges your creativity. Keep writing great content and don’t forget to make them shareable.

That’s it from here now. Do drop in your views in the comment section below. Let me know what all worked for you and if you would like to add something here. Good Luck!


Original and Research-Based Content: The Future of Content Marketing

Original and Research-Based Content: The Future of Content Marketing


People can recognize bad content from a mile away now, and if you are spending time developing them, well, you are wasting it.” I still remember these words of Rand Fishkin when he was speaking about the best content marketing strategy and how should we develop content. Currently, we live in an era where information is available on every known topic and if you are rephrasing what’s already available, then my friend, you are not developing useful content.

The hard-hitting truth

Buzzsumo carried out a research to find out the recent content trends where they took 100 million sample contents into account that got posted throughout 2017. Their findings were astonishing and will give you an idea of how the whole scenario has shifted from what they were only a couple of years back.

a) Your strategy is 50% less effective

If you are following the same approach for the past three years. Finding out popular keywords, compete with your rivals by posting content or trying to rank by publishing a slightly better version of what’s available aren’t going to work anymore. If this is your best content marketing strategy, you need think more.

b) Social sharing has dropped to Half

Whatever reach, likes or shares you got back in 2015 is currently a massive 50% less. Google sends more referral traffic to websites now that social media and experts attribute this drop to the recent algorithm changes and increased competition.

c) Listicles and Clickbait Headlines have lost their effect

There was a point in time when marketers used to prefer listicles or surprise headlines to provoke social media shares. However, the era has passed now.

d) A massive increase in the volume of content

Which ultimately is leading to content saturation. Think of the number of search results Google produces for a particular keyword and where your content will land among this vast crowd. Only the authority websites enjoy all the traffic and it’s really pointless to add another drop in the vast ocean.

hard hitting truth about content

With all these in full effect, most content out there does not get the required backlinks to rank in search engines. The drop in social reach harms the traffic volume as well. The result – you go on producing content without any return and somehow formulating the best content marketing strategy is becoming an impossible task.

What’s the solution then?

“Original Research – the most powerful format for content in the current times.” to quote the Co-Founder of Orbit Media, Andy Crestodina. And to convince you even further, here’s an image from Buzzsumo again on how original and research-based content is actually beneficial for any website.

The different market-focused benefits because of original content research

Without a doubt, 92% of all the marketers have identified this as the best content marketing strategy and are focusing on publishing such research-based content in the upcoming year. Buzzsumo also observed that brands who already follow this path are likely to grow even more by the end of 2019. And the rest who have currently not started research-based content marketing yet intends to begin soon.

So, what is this original and research-based content?

As the name suggests, a form of content that you develop after you get down in the field, research on a topic that is yet untapped and present facts that are nowhere to be found. Something that Stone Temple does and its CEO (Eric Enge) defines the term in the perfect manner, “Let your data do the talking. Content-based on high-quality research and not on any personal bias”.

You can present your findings in the form of a blog, an infographic, a video and even a podcast. As long as it is presenting new data that no one else has on their website, you will have all the ingredients that the best content marketing strategy can provide.

Backlinks: Every time someone refers to your data to write their own posts

Traffic: Increased shares in social media due to new information present

Authority: The research quality establishes you as the market expert

Ranking: Greater inbound traffic due to an enhanced reach

Lead Generation: A combined result of all the above

And this research-based content marketing strategy is applicable to all forms of businesses. The following data released by eMarketer  shows the effectiveness of original and research-based content as compared to other forms of content marketing in case of B2B companies.

Comparison of types of content created measured against their effectiveness

And if it works for B2B, then it’s no news that it will work for B2C as well. So, if you are still posting content about stuff that everyone has already written everything about, it’s about time you rethink your strategy.

Which brings us to the next big question, and probably the most important one of the lot.

How am I supposed to do it?

Without a doubt, you are now convinced that original and research-based content is the need of the hour. But it is naturally unfair if I ask you to produce data and facts at the level of Stone Temple or Buzzsumo. You may not have the resources to analyze 100 million posts, and you definitely cannot do it alone.

Producing a factual content is not that daunting as it may sound, you can jump in the ship that’s moving ahead now. Let me list a few ways by which you can include this method in your content marketing strategy and take on the big guns in this race to succeed.

 1) First, decide on what you want to research on

You may feel that I am asking you to do a herculean task here, but I am not. Even now there are untapped areas where you can research and present facts, and you need to start by finding that question that everyone is looking the answer for. Research leads to more research, and this is the way to find the topic that is still not answered.

I have found that the more I read on a particular topic, the curious I get to learn more, and that is when new ideas start coming up. For instance, everyone is currently talking about how Facebook’s reach has decreased. You can easily take one of your posts to prove this fact with data and show your audience ways to bypass the same. How are you supposed to get this idea? Research, my friend.

2) Second, tweak the existing research to form new data

There are a lot of views on a lot of stuff. You can gather all into a particular post along with your own findings. You may also consider on updating an already existing fact and presenting figures that are in sync with the current times. If your lack of resources prevents you from carrying out extensive research, improvise.

Take this list of Ultimate Digital Marketing Statistics List from HubSpot and look what the brand has done here. They have conducted a thorough research into all the available statistics on digital marketing and compiled them into a single post. You can also follow a similar approach to your content and create that one post that saves others a lot of research time. People will refer to your page and send you a link every time they pick something up from your content.

3) Third, engage your audience and use their contribution

This is one of the most straightforward methods to develop an original and research-based content, and you will probably find brands already using it. In most advertisements, almost always the starting line is, “We asked these five people to…. ” or “We invited 50 people to….”. The concept is simple. Test your findings on a live audience and present the results in your content.

It can be as simple as asking them to define a term or prove a particular theory. Continuing with our Facebook reach example, you can present your observation to a group of people online and request their feedback on the same. Convert the responses into a percentage, and that can be your new data. You researched, you analyzed and whatever you write is entirely original.

4) Fourth, keep your patience and continue posting

keep patitence and keep posting great content on your laptop
Again, in the words of Eric Enge, “Do not expect to become famous with just one research-based content. It’s a process, and you should continue to post such content without thinking of the result.” Your ulterior motive may be to promote your brand through the content and to generate leads and revenue, but that should not get reflected either in your content or the research process.

Heidi Cohen of Actionable Marketing Guide observes that making the research revenue based dilutes the very purpose of it. The data you present won’t be convincing enough, and you will lose your patience every time there’s no ROI. Do it because you owe good content to your readers and that will fulfill your need to formulate the best content marketing strategy.

Amidst all these, always keep your target audience in mind. You cannot present a B2B research to people who are actually consumers. Your post will have no effect on your readers and all that time will get wasted anyway. The entire research process must include your audience and only then can it be a job well done.

The future of Content Marketing

And there is actually no debate about it. If you are already considering original and research-based content in your content marketing strategy, you are on the right track. If not, it’s high time you do. The big brands have dedicated teams to do the market research for them. New companies are coming up just to work in this research field. There is enough evidence to point out that this is indeed the future and those who identify it, will ultimately come out as the winner.

Let me know your thoughts on this article and let us continue the conversation below. I look forward to hearing from you 🙂 .


8 Surefire Ways to Write Killer Content (Plus 5 bonus Tips)

8 Surefire Ways to Write Killer Content (Plus 5 bonus Tips)

Creating good quality and engaging content is perhaps the single most important factor that can make or break any Digital Marketing campaign. Writing high quality content is by no means a cakewalk.

On the contrary, it is a skill that can be developed over time. You don’t need to be Shakespeare or have a PhD in English from Oxford to write mind blowing content.

However, there is no single recipe for success in content creation and marketing.

But if you follow the tips covered in this blog, I assure that you’ll be ever closer to weaving out content like a charm.

So let’s dive in!


Important This site makes use of cookies which may contain tracking information about visitors. By continuing to browse this site you agree to our use of cookies.