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Six Ways to Make Your Content Shareable

January 25, 2012  

Content isn't meant to stay grounded, it's meant to soar across the social Web, says Ann Handley in an Entrepreneur article titled "How to Increase Social Sharing to Generate More Leads." She offers these tips for getting folks to share your content online.

Display Twitter buttons. Among the 10,000 largest websites, those featuring Twitter share buttons are, on average, mentioned in 27 tweets that contain a link back to the site, whereas those not featuring tweet buttons are mentioned, on average, in only four tweets that contain a link back to the site, Handley says, citing a BrightEdge study.

Ask yourself, "Would I share this?" "People spread stuff that inspires them to care," Handley points out. Content that makes you laugh, think, or just feel something is what gets shared online. People pass along content that says something about who they are and what they care about.


Take a stand. Don't be a wallflower, afraid to stand out. Don't wait for someone to ask you to dance. Just put yourself out there. Be passionate about what you're doing. Stand for something. "Let your readers know where you are coming from, or how you feel about a topic. In other words, give them something to react to."

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  • by Caryn Starr-Gates Thu Jan 26, 2012 via web

    You made it easy to share and so I did - this article just took flight across my social universe!

  • by Astrelfrog Thu Jan 26, 2012 via web

    There is just one thing that annoys me about "sharing" (aka, plagiarizing, ignoring copyright, forwarding without permission, stealing someone else's work): in the long run, who pays? Content creation isn't free. Someone has to do it, it takes time both to create and to customize for different platforms, and just to fling it to the winds cheapens the effort. If you are a big company, perhaps you have spare cash to make this happen. Little ones ( who most need the exposure) don't. Just remember: if something is free, it's probably worth what you paid for it. I guess I just don't believe in being that altruistic.

  • by Gordon Diver Fri Jan 27, 2012 via web

    Having your content shared widely and generously has proven to build a strong ROI on your investment in time, no matter your corporate size. Smaller organizations have to opportunity to level the competitive playing field by allowing others to help promote their authority and abilities.

    We have the opportunity to increase our sphere of influence by sharing with one another - I know that our clients have benefited from the many resources produced that are easily available. It has helped our interactions with them as they are better informed, understand their needs better and increases buy-in to achieve their goals.

    Information, such as Ann's post, may be free for you and I; and I hope that it continues to be so. I imagine that MarketingProfs and others have found the strategy very beneficial to their overall success. I'm a huge fan and have referred them to peers in my industry and to my clients. All our firms can benefit as well by sharing with our target markets, building capacity and long lasting relationships.

  • by Astrelfrog Fri Jan 27, 2012 via web

    Not if you are a writer. It means you don't get paid, and that other people steal what you do and redistribute it without compensation. The culture of "sharing" flies in the face of free enterprise. You scheme works only if the material is somehow "branded" in that people know to come back to the source. But even then, they come back for free stuff, not to do business. Sorry, but this hasn't been our real world experience.

  • by Ann Handley Fri Jan 27, 2012 via web

    Hi Astrelfrog: I think we are talking about two different things. In the article here and at Entrepreneur, I'm referring to content created as part of a comprehensive content marketing program. I referring to "sharing" content in the sense of amplifying it through social channels (such as Twitter, etc.), not as wholesale stealing, plagiarizing, forwarding without permission, and so on. I agree with you there -- btw. We're in no way advocating stealing and redistributing without permission.

  • by Gordon Diver Fri Jan 27, 2012 via web

    Absolutely agree with Ann. Astrelfrog, I can certainly understand your frustration otherwise.

  • by Ann Handley Fri Jan 27, 2012 via web

    I do, too, Gordon.

    Believe me, as a former journalist and in my role here, I despise the kind of so-called sharing Astelfrog is referring to. But that's not sharing - it's stealing (as he says). And it's not cool.

  • by Karen Wed Feb 1, 2012 via mobile

    @Astrelfrog: the benefit of content sharing and social media is merely word of mouth on steroids. But MarketingProfs is recommending that you be strategic about what and how you share. That is ultimately how you will be able to monetize your work. Otherwise, as you say, folks wont buy the cow if they get the milk for free.You should also check out copyblogger.com. They specialize in monetizing copywriting online and have great strategy tips for content sharing. What you need is a Marketing plan for your writing business. So reiterating for Anne- we do not recommend a random approach to sharing.

  • by Karen Wed Feb 1, 2012 via mobile

    P.s. the old school term for content marketing -- before the Internet -- was Public Relations

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