All Blogs,Digital Marketing, - May 15, 2023

Content Marketing 101: The Art of Creating Shareable Content

Content marketing has become a crucial aspect of a successful marketing plan in the digital era, which requires producing and sharing valuable, relevant, consistent content to draw in and retain a specific target audience and drive profitable customer engagement 

While making top-notch content is essential, creating content that people will share is equally critical. The audience considers shareable content valuable and compelling enough to share with others. According to HubSpot, 88% of marketers prioritize creating audience-focused content that provides value. 

Shareable content can help establish your brand as an industry thought leader, establish credibility and trust with your audience, and ultimately generate conversions and revenue. When your content is shared, it has the potential to reach a wider audience, increase brand awareness, and increase traffic to your website. In short, creating shareable content is a key component of any successful content and digital marketing strategy. 

Understanding Your Audience 

To create shareable content, it’s essential to understand your audience and what motivates them to engage with your brand. Here are some key steps in understanding your audience: 

Identifying your target audience 

The first step is identifying your target audience, which involves creating buyer personas representing your ideal customer. This includes demographic information such as age, gender, location, income, and education and psychographic information such as values, interests, and behaviors. 

Analyzing audience interests and preferences 

Once you’ve recognized your target audience, the next step is to analyze their interests and preferences, which can be done through social listening, surveys, and analyzing website and social media analytics. Understanding your targeted audience’s interest can make content more likely to resonate with them. 

Understanding the audience’s behavior on social media 

Lastly, it’s essential to understand your audience’s behavior on social media, including what platforms they use when they are most active and what content they engage with. Understanding how your audience interacts with social media allows you to tailor your content and posting schedule to maximize engagement and sharing. 

Creating Shareable Content 

Now that you understand your audience, it’s time to create shareable content. Here are some key steps to create content that your audience will want to share: 

Choosing the right content formats 

Different types of content formats work best for different content and audiences. Consider which formats will best convey your message and resonate with your audience. Some examples of popular content formats include blog posts, images, videos, infographics, podcasts, and social media posts. 

Crafting compelling headlines and subheadings 

Headlines and subheadings are critical components of shareable content as they often determine whether or not someone will read your content. Make sure your headlines and subheadings are attention-grabbing, descriptive, and promise value. 

Writing engaging and informative content 

When it comes to producing shareable content, the key is to create informative and engaging content. Use storytelling, humor, and personal anecdotes to keep your audience interested. 

Incorporating visuals and multimedia 

Visuals such as images, videos, infographics, webinars, and videos can make your content more shareable and engaging. Incorporating multimedia can also help break up long blocks of text and make your content more visually appealing. It also allows your content to be easily digestible and convenient for users who don’t prefer to read long-form articles. 

Incorporating social proof 

Incorporating social proof into your content can also help you position yourself as an industry authority. You can provide social proof through case studies, testimonials, and referral programs depending on your industry and business type. 

Optimizing for search engines 

Optimizing your content for search engines, including using relevant keywords, optimizing your meta descriptions, and using internal and external links, is paramount.  Even if your content is unique, relevant, and high-quality, without optimization, it will be nearly impossible for people to find it, let alone share it. That’s why optimizing your content for search engines is the key to gaining more visibility and traffic to your website. 

Promoting Your Content 

Understanding your audience and creating shareable content are simply the beginning. Once you have created your content, the next step is promoting it to your audience. Here are some key steps to promote your content and increase the chances of it being shared: 

Choosing the right social media platforms 

Different platforms work better for different types of content and audiences. For example, LinkedIn is better for B2B content, while Instagram is better for visual content. Select the platforms that align with your target audience and content. 

Building a social media following 

Consistently sharing valuable content, engaging with your audience, and promoting your social media channels through email signatures and website links can help increase your following. 

It’s best to include a posting schedule when creating your content calendar so your promotional efforts are aligned with your overall campaign strategy. Automating your publishing process is an excellent way to save time, stay on schedule, and monitor your performance metrics. 

Using hashtags and keywords 

Using relevant keywords and hashtags can help your content get discovered by new audiences. Research your industry’s most popular hashtags and keywords. 

Engaging with your audience 

Engaging with your audience is critical in encouraging them to share your content. Responding to user comments, asking for feedback, and running contests can increase engagement and promote your content. 

Measuring the success of your content 

Measuring your content’s success is critical and allows you to determine what’s working and which areas need improvement. Here are the metrics you should track: 

  • SEO Content: organic traffic, organic conversion rate, users, average session duration, and bounce rate 
  • Social Media: engagement rate (likes, shares, and comments), impressions, follower count, and click-through-rate (CTR) 
  • Email Marketing: Subscribe rate, unsubscribe rate, conversion rate, CTR, and open rate 

Best Practices for Creating Shareable Content 

To create content your audience will want to share, there are some best practices to remember. Here are some critical practices for creating shareable content: 

Consistency and frequency 

You can build trust and credibility with your audience by constantly developing and distributing quality content. By posting content regularly, you can keep your audience engaged and encourage them to share it while building a community around your brand. 

Authenticity and transparency 

You can establish trust and build a loyal following by being authentic and transparent with your audience. Sharing personal stories and experiences can help you connect with your audience on a deeper emotional level, increasing the likelihood that your content will be shared. 

Providing value to your audience 

Creating useful content for your audience is essential for motivating them to share your content. You can position yourself as a leader in your industry and encourage your audience to share the content with their network by giving helpful ideas, thoughts, and guidance. 

Staying up-to-date with current trends and news 

Staying up-to-date with current trends and news is also important in creating shareable content. By creating relevant and timely content, you can increase the chances of your audience sharing your content. 

Collaborating with influencers and other brands 

Collaborating with influencers and other brands can increase the visibility of your content and encourage more shares. By partnering with influencers and other brands that align with your values and target audience, you can increase the reach of your content and drive more traffic to your website. 

Key Takeaways of the Art of Creating Shareable Content 

According to Ahrefs, 87% of marketers use content marketing to generate leads, and businesses with a blog see 67% more leads than those without. Creating shareable content is key to any successful content marketing strategy. You can boost your chances of sharing and reaching a larger audience by analyzing your target, developing appealing content, and successfully advertising it. 

It’s important to follow best practices such as providing value to your audience, staying up-to-date with current trends, and collaborating with influencers and other brands. Measuring the success of your content and optimizing your strategy accordingly is crucial in achieving your marketing goals. 

Upgrade Your Content Marketing with Ease 

When done correctly, content marketing has the potential to accelerate your brand’s growth cost-effectively. As a top Dallas digital marketing agency, Agency Partner Interactive provides industry-leading content marketing services that drive organic traffic, conversions, search visibility, and more. 

We follow best practices for content marketing services, like providing value to your audience, using storytelling techniques, best digital marketing strategy, campaigns, content creation, and leveraging multimedia to enhance the content’s visual appeal. 

We work with our clients to understand their target audience, brand persona, and objectives before creating a custom content marketing strategy, including creating high-quality, relevant, and shareable content for your audience.  

Our data-driven process means we constantly monitor your online presence and ensure all of your brand’s marketing efforts realize ROI. Ready to kick start your business growth with a premier partner? Schedule your free strategy session today!