The Shareworthy Factor in Content Marketing


The key to content marketing success is it’s shareable factor.

When it comes to digital content marketing, each piece of content produced must have one common goal above all else: that those who read it will want to share it.  The key to wildly successful content is to know who you are speaking to and what resonates with them.

When you share information that speaks directly to your tribe, it resonates like a universal truth.  Your interesting, totally relatable, highly applicable content is considered valuable, quality information, and begs to be shared.  Whether the information provided solves a truly baffling problem, or it’s content is truly enlightening, high-quality content is shareworthy and those who read it will want to talk about it, share it with their own audiences, and tell their friends about it.   

Is your content Shareworthy?  When your content is meaningful, relatable, and easy to digest, it meets the shareworthy quality standards.  If your content is interesting and delivers value, people who come across it will want to share it on their social media channels, especially if your content makes the reader feel emotions.

Share worthiness is to a reader as beauty is in the eye of the beholder.  In order to produce shareworthy content, you MUST know your avatar, the target niche audience whom you are speaking. Not only are demographics a part of your avatar profile, you must invest time in truly learning and listening to what interests them.

Researching online and listening to what they are saying, talking about and sharing is vital to your content strategy portfolio. 

·      What motivates your ideal client? 

·      What fears do they secretly hold that they are not saying aloud? 

·      What is the problem underneath the problem they are facing on the surface? 

·      What excites them?

·      What are they frustrated with?

·      What are their pain points? 

As you decipher this, and hone in on who you are speaking with, you begin to figure out what resonates with your tribe and produce content that really tickles a sweet spot, serving them with great value and insight.

Simple supply and demand economics apply to content marketing and your target clients.  If there is no demand or need coming from your target audience for the content that you are producing, there will be a surplus in supply, causing the value of your content to diminish. If your content is not what your core audience needs or wants, it will certainly not be shared, and any branding efforts will go wasted in building your business and/or attracting your tribe.  Bottom line: wasted time, effort and money.

Once you understand what serves your core audience, figure out where they are spending their time.  Which media channels do they hang out on?  Do they favor Facebook over Periscope? Who are their influencers?  Stephen Colbert or Rush Limbaugh?  Do they prefer Michael Beckwith over Joel Olsten?  Or vice versa?  Figure out where and how your audience spends their time online and you’ve got a target location of where to place your content.  When your content is placed in front of the right people who resonate and harmonize with the content, the chances of sharing is exponentially higher.

Download the worksheet and figure out who you harmonize with and gather your tribe now.


FREE Avatar Clarity Transformation Worksheet Here 

Content Strategy: Why Content Is Not Just King, It Is The Soul Of Small Business

Content Strategy - Why Content is King and the Soul of Small Business

Now, more than ever, producing share worthy content as part of your digital marketing strategy (To Be Linked:  What is Digital Marketing Best Practices)  is integral to success.  For the solopreneur, infopreneur and entrepreneur, it is even more critical to make content the foundation of your services and offerings.

Look anywhere, and the advice is to produce unique, high-quality, authentic content to either solve a problem, educate and/or entertain.  Select a social media platform (Facebook, Twitter, Instagram, LinkedIn, etc.) and a medium (video, text, podcast, info graphic, webinar, etc.) and work away producing relevant, relatable information for your target audience.

The Soul of Small Business

For the entrepreneur, content is the soul of small business.  For most small business owners, the soul of your work is manifested through the content you produce.

Especially true for infoprenuers (those of us selling information products), branding and content is created and presented as part and parcel of your business offerings.  The expression of content through an individual entrepreneur is as unique as the expression of your soul.  Everything that is produced is done so through a unique expression that is you.

Juiciness Invites Engagement

Juicy, share worthy content do not simply offer information, but also thought provoking insights and further inquiry or discussion.  This opens a conversation and dialogue with your audience, and is the foundation of the “touch and feel” of your branding presence (5 Elements To Branding Every Entrepreneur Should Know, And Implement).

For instance, in a share worthy blog, after the reader consumes the content, she might want to talk to others about it.  In any social media platform, her conversation will result in an engaged activity we term a “Like,” a “comment” and/or a “Share.”  Online conversations are the new medium of communication to best market products and services.  Word of mouth has been the medium that has the best results for a long time.  Engaged and active online communication is the next best thing, rivaling word of mouth referrals.

Engagement (Enaged, Not Married:  Social Media and the New Norm of Conversation), in this sense, will no longer necessarily result in matrimony. The word engagement in this digital age takes on an additional meaning.  Phone lines are replaced by one sentence comments, instantly conveyed and received, anywhere in the world where one may find internet access.

If your content is share worthy. your readers will pause to process the information you’ve just shared and make a split second decision to either talk to you, or talk to others about what they have just read. In internet lingo, these are “Likes” “Comments” and “shares.”  If your content is deemed not share worthy, it is glossed over and lost forever in the world of internet copy. Don’t be shy though, as the great president FDR said when he was trying to navigate the US through the Great Depression, “Do something, if that doesn’t work, do something else.”

The point here is to go for it – create content and publish it online!  Even if your content doesn’t go viral, the more content you have, the more likely search engines, potential customers, and existing clients will find you. 

To make it easy for others to share your content, it is a good practice to make it available through various social media channels (Info Graphic:  Major Social Media Channels and Whose are using them). Assuring that your content is linked to your social media accounts gives the reader explicit permission to talk about (broadcast) your content to others.

Your soul directed content is a business collateral when it comes to establishing your brand. Have you found the soul of your small business lately?  Do you have a content strategy to share your expertise?  When it comes to your content portfolio, are you intentional and consistent or shooting from the hip?  What interesting and consistent content have you created that appeals to those you serve?  

FREE CONTENT STRATEGY WORKSHEET: Are you purposeful or shooting from the hip?  

Click Here for a Your Free Content Strategy Assessment Worksheet