The Innovative Marketer's Blog

The Challenge of Creating Highly Shareable Content

Posted by Monica Romeri

Are you attracting high rates of website traffic and generating a significant number of quality leads with your content?  If not, you may be failing to produce highly shareable content.  The quality and social capital of content is now of paramount importance to SEO.  To attain a highly trafficked website and ramp up new business, you must create content that is helpful, engaging, high-impact and highly shareable.  If you want to enhance SEO and boost traffic, your content needs to achieve high rates of social content curation—social sharing.  Consistently creating content that readers find so valuable that they are compelled to share it on social channels is a serious challenge.  Excellent content creation requires commitment, creativity, real-time industry knowledge, a fresh perspective and keen writing and research skills.  If all this seems overwhelming, do not fret.  There is a light at the end of the tunnel.  There are certain types of content that readers are more likely to share on social media—thereby boosting traffic, leads and your online influence.

6 Highly Shareable Content Types

1.  Newsjacked Content

Providing real-time industry news and smart commentary will win you followers and fans in social media.  If you discover a breaking story and have a unique perspective, aim to be the first to newsjack it—riding its tidal wave of trending popularity to increased views, traffic and leads and enhanced SEO.

2.  Statistical Content

People love numbers and concrete facts.  Find industry research reports with heavy data and statistics, and use them to give your content heft and supporting evidence.  Statistics can make your content appear more credible.  However, do not merely provide lists of statistics.  Weave them seamlessly into the fabric of your content, and do not fail to provide context and insightful commentary.

3.  Case Studies

Statistics and proof are great.  However, sometimes readers really want a real-life illustration of data.  This is where case studies come in handy; they can make your data come alive.  Engage in active storytelling to make your content more relatable and more shareable

4.  Infographics

Not all content needs to be in plain text form.  An infographic is great at succinctly illustrating heavy data and complex processes.  Infographics can be created for any subject as long as you have the data to back them up.  They are generally colorful and visually appealing and can add some punch to your website and blog.  Infographics are often shared in social media, especially on visual sites like Pinterest.  If you can create a truly high-impact, engaging and relevant infographic, it could even go viral—earning you lots of links back to your website.

5.  Video Content

Video marketing content is becoming more and more popular, because video allows you to inform and entertain viewers simultaneously.  Also, it takes less focus to watch a short video instead of reading a lengthy blog post, so viewers may be more likely to watch an entire video.  Do not get left behind.  Capitalize on the appeal of video content to make your website stand out.

6.  SlideShare Presentations

If your company already has engaging presentations, you can easily turn them in to SlideShare presentations for display on your website.  SlideShare is also a great way of sharing any speaking presentations you have delivered at industry conferences or events.  Create an account for your company on the website, upload your slides, and share them with your social networks and on your website. 

Novel forms of content are a wonderful way to breathe new life into your website and attract higher rates of traffic, increased lead generation and more social content curation.  Overall, the content you create should be relevant, helpful, engaging and information-rich.  Although content creation is vital for the success of your business, it is only one part of a complete inbound marketing puzzle—all of which is required to attain the best marketing results. 

Topics: Inbound Marketing, Blogging, Lead Generation, Content Marketing