Spoiler alert: there is no singular miracle trick that will make your content go around the world. Now that we’ve got that out of the way, let’s break down the reasons why consumers share content. This way, you can reverse engineer this information to your brand’s needs and your content will thank you. Let’s take a look.
Shareable content is helpful
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 behaviors 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 endeavor? Even their life stage will influence what type of content (and where) they’re searching for. These are all very important to consider when discussing the format and tone of your content.
If you’re Googling a “how-to” style article and one website hides literally all of the content behind a paywall and another gives you the information you’re looking for, which brand comes out on top for you? Exactly. Of course, we understand the need for paywalls. But there’s still plenty that you can offer your consumers in the way of free content before you hook them in. Cater to your audience’s general needs and this piece of the puzzle is in place. Simple – no bait and switch needed.
Shareable content is relatable
Your content needs to connect deeply with your consumer’s identity. It won’t land if it isn’t relatable. 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. That means your consumer should get a word in, too.
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 in the previous pillar, 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 and brand-narcissism. 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 shame for not knowing something, so don’t overwhelm them with long-winded 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? Tell theirs. 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.
So there you have it. Once you boil it down, you’ll find that your content needs to be helpful, relatable, and emotional. The context of which comes down to your research and your execution. If you’re doing the right things at the right time in the right place, your little content pillars will turn into a temple.