The 3 Pillars Of Shareable Content
Whatever the reason you create content, it’s designed to be shared.
Truth be told, there is no singular miracle trick that will make your content go around the world. But what we can do is break down the reasons why consumers share content and reverse engineer it to your brand’s needs. Here are the three main pillars of what we think makes people share content. Let’s go exploring!
Shareable Content Is Helpful
If you’re Googling a “how to” style article and one website hides the content behind a hard-sell and another gives you the information you’re looking for, which brand comes out on top for you? Exactly. Cater to your audience’s needs and this piece of the puzzle is in place. Simple - no bait and switch needed.
How can you truly be helpful to your audience? By understanding their needs. It’s important to conduct in-depth research into your audience and figure out their goals. These goals will justify and provide context to the behaviours you’ll witness in their search patterns and your research. What are their needs, wants, and desires? What is their level of understanding about your brand or product? Are they new or experienced in this endeavour? Even their life stage will influence what type of content (and where) they’re searching for. This is very important to consider when discussing the format and tone of your content.
Shareable Content Is Relatable
Secondly, your content won’t land if it isn’t relatable. We’ve said this time and time again, but great marketing comes from listening to people, not broadcasting to them. Awesome content not only listens but interacts in a meaningful way. Much like a regular conversation, it’s an ongoing interaction that involves both parties. Did you hear that? That means your consumer should get a word in, too. It needs to connect deeply with your consumer’s identity.
Consumers are constantly changing and evolving, so it makes perfect sense that your content evolves with your audience. Your audience may move on if your content doesn’t go on the same journey as them. It’s great if your content is always aimed at entry-level users as long as you have a healthy stream of entry-level users coming in. What about those that ‘graduate’ from your content? They’ll just go elsewhere.
People can smell a sales pitch from a mile away. Much like my point above, your content needs to have a purpose that goes beyond making a sale. If in doubt, keep your brand mentions to a minimum unless you feel that mentioning your brand/activity demonstrates exactly what you’re trying to convey. Consumers are becoming increasingly turned off by branded, pushy content. It just doesn’t feel human.
Shareable Content Is Emotional
Although your more experienced consumers can be reached by using insider terms and relatable language, newer ones will need emotional support while relating empathetically. Though they may feel shamed for not knowing something, so don’t overwhelm them with long-winded, helpful content. How do you do that? Tell a story.
Tell a story and bring your consumers along for the ride. New business? Tell your story. Got some great consumer case studies? Tie them into your brand. Since you know your customer's goals, it’s easy to tie these into your narrative and even bring your own personal story into the content, if it fits. Make your consumers feel like they belong; create your own community around your brand. But most importantly, make them feel something.
Now that you know your audience and how to reach them, try to find if they belong to any communities of interest so that your little content pillars can turn into a temple. While I hope that this article has been helpful, relatable, and emotional enough to keep your interest, it’s important to remember that content on its own is meaningless. You need to weave these tactics into an overall strategy, based on in-depth audience insights. More on that here.