Are You Forcing Shares? 3 Ways to Create Genuine Content

By Clayton Stobbs Director of Account Management

As someone who is interested in content marketing and social, the question that seems to constantly come up in conversations with other marketers is "how do I get people to share content, like our company on Facebook, follow us on LinkedIn etc." Now, this is certainly a valid question but the problem being addressed is not being seen from the right angle. Instead of saying "Like us on Facebook and we'll be so happy", why not create compelling content that would lead someone to that same end on their own.

I know this is way easier said than done but I think often times it's easier to think up a quick strategy or contest to get likes and shares rather than sit down and really think about a solid content strategy that will naturally attract readers and they will feel inclined to share that content themselves. If you're just baiting people into a follow or a like or a share, they're not going to remember you and the brand story you're telling won't feel sincere. So, consider the following when thinking about 'shareable' content:

Focus on creating content that provides value: This seems like a given but I think it's very easy to lose sight of the fact that if someone is going to share your content on their own, they need to see value. Provide data that is interesting and come up with a strategy that another marketer or someone in your field would appreciate. If your content strategy is focused on your WidgetMaker 2000.1, write about tips and tricks or future development.
Don't Overtly Ask for Shares: Again, I fall prey to this all the time in my own content. Although it seems like a good idea, avoid asking for Likes or Shares. Let your readers and those consuming your content make that determination.
Make Sharing Easy: Now, if you are creating great content and it's worthy of a share, make sure you're providing easy tools to get that done. Some people don't want to copy links or use an app like Buffer -- so, put social sharing widgets on your content (e.g. blog posts, landing pages, newsletters).