Yeah, we know…shareable content—pretty broad, right? Well, we have an explanation for what good shareable content entails and five ideas on what it will look like in 2023.
If you’re starting to get your 2023 strategy together, this is for you. Because at the center of a stellar digital marketing strategy lies stellar content—content your audience wants to share.
What Is Shareable Content?
Shareable content is any type of content that moves and inspires users to share it with their network on social platforms.
Take a moment to scroll through your social newsfeed. You’ll likely stumble across a piece of content with hundreds or even thousands of shares.
It doesn’t matter if you think the content is smart, fun, or even stupid. At the end of the day, the post connected with many people who wanted to share it with their friends and family.
What Is NOT Shareable Content?
Let’s nip this in the bud. When it comes to digital marketing, you need to understand the dos and don’ts of content.
So here it is. Shareable content is NOT:
- Unrelatable content: It’s imperative to understand the pain points and interests of your audience. How else will you get them to want to share your content? Shareable content is relatable; it helps users feel seen and fosters trust.
- Content that fails to encourage discussions: Active participation is a key ingredient to successful shareable content. You want people to not only connect with your content (and therefore brand), but also to spark discussion.
- Content that isn’t shared consistently: Let’s look at it this way. You post your first two posts within a few days of each other. But your third one comes weeks later. Your subscribers may not even recognize your brand by this time. Following a consistent posting schedule matters.
Why Does Shareable Content Matter?
A good marketing strategy entails content that connects and converts. Shareable content helps you achieve that.
But here’s the thing—it’s tougher to promote content in today’s noisy, digital world than before.
This is probably why consumers:
- Care more about personal and meaningful connections than brands/bloggers.
- Have trust issues with information that comes from companies.
And this is probably why brands:
- Use at least two social media networks to keep their head in the game.
- Are reassessing where they need to share content. In 2015, 71% of U.S. teens were on Facebook. That value is now down at 51%.
Thus, shareable content helps you rise above the noise. And it manifests wonderfully in your online strategy because it:
- Elevates brand awareness: The more people share, the more people will encounter your business. After all, 81% of people trust the recommendations of their family and friends more than a business.
- Boosts site traffic and leads: More people recognizing and learning about your business encourages a greater volume of high-quality traffic and leads to your site.
- Improves online visibility and reputation: Good traffic and engagement are trust signals for Google. Shareable content encourages backlinks and a better online reputation—all of which improve your site’s authority and ranking!
What Will Shareable Content Look Like for the Next Year?
There’s no hard equation for creating stellar shareable content. It all depends on where your target audience is hanging out, what they like, and their needs.
But we’ve got a few good ideas on what good shareable content should look like—here’s our prediction about what will be trending in 2023.
Even better? The Big Leap digital marketing experts chime in on shareable content worth pursuing in the upcoming year. Use these insights to help your team determine how to create shareable content that engages and converts.
“I tend to share podcasts and TikToks with people who have shared interests, information I think people should know, or something to make them laugh.” says Content Strategist Saunya Jones.
Podcasts are hot shareable content. Why?
- Topics discussed on podcasts can validate your audience’s opinions. They now have proof from a reliable source (you!) they can share with their circle.
- Whether they’re commuting to work, washing dishes, or walking around their neighborhood, consumers can take podcasts with them. Thus, this makes it super easy for listeners to share content on the go.
And let’s not forget:
- 73% of podcast listeners listen to podcasts on their smartphones.
- 19% of podcast listeners ask friends and family for podcast recommendations.
- 82% of marketing leaders plan to maintain or increase podcasts/audio content investments.
So yeah. Podcasts are pretty vital to how consumers absorb, connect with, and share information. They’re a great tool to help you expand your horizons beyond blogging.
Research illustrates the main form of media used in content marketing is video. TikTok is a goldmine for shareable content because:
- TikTok videos are short and sweet. They carry features that make them ideal interactive content to share. Studies show speed is everything when it comes to the customer journey—patience wears out in about 30 minutes.
- 73% of TikTok users express they feel a deeper connection to the brands they interact with on the platform compared to other apps.
As Content Strategist, Whitney Sorensen says it:
“Another way to think about this: What’s the last thing you saw and thought, ‘I have to share this with someone?’ For me, I’ve noticed I want to share things that can be fully comprehended in a few seconds (a TikTok, a meme).”
“One of my favorite types of content is X number of tools you should know. I recently came across a thread on Twitter where someone shared 20+ free websites for graphic design. These can range from free SEO tools, freelance websites, keyboard shortcuts, or life hacks.” -Alex Bonilla, Digital Marketing Specialist
Man, we love numbered lists. Google loves it too (it’s great for the user experience), and so do consumers—PWC reports almost 80% of U.S. consumers express “speed, convenience, and knowledgeable help” are among the most important factors of a positive customer experience.
With a content piece that is jam-packed with solid tools listed, your readers get tangible resources they can start using right away.
Content Marketing Director Carrie Haney offers some great examples of roundup pieces:
Examples of round-up in consumer goods:
- Hottest gifts lists
- Holiday sales round-ups (how else are you gonna know what all the Prime Day deals are?)
- Seasonal trends (so I can reframe my wardrobe and selectively choose one new piece to add or resurrect for the season)
Examples of round-up in business:
- Best talks from X events
- 25 content managers weigh in on [this topic]
- Digital marketing trends in e-comm by brands that leap-frogged their industry last year
4. Proprietary Data
Ownership plays a large role in bolstering your brand’s authority and credibility in a given industry. A great way to leverage ownership is via proprietary data—data that is owned solely by you.
Director of SEO Shemmah Al-Darweesh explains this further.
“One area we’ve seen clients have strong success with is proprietary data. A good example is the customer surveys BambooHR used to do.
They would take the feedback, compile it in a digestible format (typically infographics with introductory copy), and create their own stats based on the results of the survey. Here is an example of a piece they did a few years ago that we used for a link-building campaign.”
Eric Jackson, EVP of Client Operations, further adds, “[Proprietary data] is an area that is a goldmine for digital PR and link building.”
5. Trending Stories
What’s influential today is tomorrow’s forgotten past. Trending stories, or topics that are newsworthy or relevant to your brand, are great to capitalize on. For example, Foot Locker took advantage when NFL player Cameron Jordan called referees Foot Locker employees. This self-deprecating humor was enjoyed and shared by many.
If you’re struggling to create content for your brand, it’s okay. You are not alone. And we know, staying on top of the latest trends can get exhausting and time-consuming. The good news is, there are resources available to help stay afloat on your audience’s interests and demands.
Tyler Brown, Senior Director of SEO says, “BuzzSumo has some cool data that shows the most trending stories for any topic across the web.”
Here are a few other tools to consider:
- Sprout Social: A great social listening tool to help you capitalize on what people are saying about your business
- Google Trends: Shows you what types of searches are trending and how hot a given topic has been over time
Shareable Content: Case Studies
Creating shareable content is worth it. Here are two brands that are killing the shareable content game. We’ll let these do the rest of the talking:
Yo Soy Nuskin
After a series of negative listings, Nuskin’s Latin American team worked on amplifying its online authority and credibility. They worked with Big Leap to craft blog posts and podcasts, the latter of which drove shares among their users.
In the end, Yo Soy Nuskin’s shareable content won them 500 new backlinks and 5,000+ organic sessions per month.
Higher Education Client
An anonymous client in the higher education sector optimized its Youtube page to make the platform more engaging and relevant to its target audience.
They wanted to rise above the noise amid the competitive higher education landscape. So, they leveraged shareable content strategies to amplify the quality of their Youtube content.
Our client earned a 132% jump in Youtube traffic and a 54% increase in keyword rankings.
Create Content that Inspires and Engages
Spearhead your shareable content strategy with a trusted partner by your side—Big Leap. We can help you rise above the noise and craft a winning strategy. Contact us today to see what our content marketing team can do for you.
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