Why Shareable Content Is Not Easy to Produce

by Pablo Sanchez  14 August 2013

Producing content is important in marketing, but it pales in comparison to the importance of creating shareable content. Shareable content allows your customers to do the marketing for you, by telling their friends about content that they’re excited about. When your content isn’t shareable, it can seem like you’re producing it in an echo chamber, just posting content again and again with no response. There are many reasons why shareable content is not easy to produce; we’ll explore some of the most important reasons below. It Has to be Easy to Share It might seem obvious, but one of the easiest things to overlook when creating content is simply making it easy to share, which is one reason why shareable content is not easy to produce. Customers all have different preferences about how they share with friends, and some of their methods might even seem archaic. Make sure that your content can be shared in the following ways with just a click or two:  
  • Printing
  • Email
  • Facebook
  • Twitter
  • LinkedIn
  The Emotional Element Social media is first and foremost a way for people to connect with one another about things that matter to them, whether it’s a dear-to-the-heart cause or something as simple as a hobby. It’s well known that consumers make purchases based on emotion rather than logic, and that is double true when it comes to sharing content. To make matters worse, marketing in general is at a much higher risk of seeming disingenous than other forms of content. The content you produce must above all else seem useful and sincere in order to provoke a share-producing emotional reaction in the reader or viewer. The Quality of the Content The above issues are important, but the single biggest reason why shareable content is not easy to produce is simply that the content must be high-quality for readers to want to share it. People tend to fall into the following traps:  
  • Producing a higher quantity of content, but not making content people are actually interested in
  • Looking at what other companies do and attempting to mirror it
  • Producing content that’s “fluffy” and devoid of information that’s useful or meaningful
  Making quality, emotionally resonant content is the key to getting people to share, but it can be exceptionally difficult. You need a passionate group of talented individuals to pull it off. On top of that, even the best content won’t catch on if it’s not accompanied by the intelligent cultivation of your online presence.

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