The 6 elements of highly shareable content

6 elements to increase shares for your content

Are you writing content that never gets shared?

Have your website visitors stopped increasing?

If so, your content might not be written in a way that gets your readers to share it!

This article will take you through the 6 elements that your content must have for people to want to share it with others.

So what are these 6 elements?

#1 Relevant topics

For a company to be successful, you have to know what your audience wants and cater for them.

The same is true for the content you create on your website.

By creating content for your website that isn’t related to your industry, you will confuse your readers about what content they can expect to find on your website.

Staying on topic will also help your website to appear in search engines for the correct search terms.

The key to keeping your content relevant, is to know your audience very well.

Use social media and comments on your articles to answer these questions:

  • What problems do your readers face?
  • What questions would your readers want answers for?

#2 Educational content

All the content you create should be educational.

It should provide detailed instruction on a particular topic, whether completing a task or learning how to use something new.

Focus your content on one topic and write as much information as possible.

If your readers feel that they have found your content useful, they will be more open to the idea of sharing it with others.

Create educational content

Remember: edit your content when you are finished writing and remove the unnecessary details.

#3 Easy to consume

All of the content you create must be easy to read and take in.

If your content is hard to read, your relevant and educational content will fall flat.

By using simple writing techniques, you can make your content easy to consume:

  • Use short paragraphs
  • Bold the key points in your content
  • Use sub headings to break up your content
  • Support your content with images

Remember: if you’re using a full stop, you can probably turn it into a new paragraph!

#4 Visually appealing

The majority of social networks are very visual, this means they work best when you post images.

Facebook and Pinterest are perfect examples of this.

Make sure you contain an image in your page for approximately every 250 words.

This gives your readers a choice of images to use when sharing your content over the social networks.

It also means that more people are likely to see your content within the social networks when it is shared.

#5 Conversation

Whether on Facebook, Twitter or your website, you should always prompt conversation.

The more interaction there is on a page, the more likely people will share it.

You can increase the interaction by writing in a conversational tone. Write in the same way that you would be talking to someone, and they will hopefully talk back.

You should always prompt discussion at the end of your content, so finish the article by asking a question on the topic and tell them to leave a comment. (I would love a comment from you at the end of this one).

Remember: It takes an extra effort for someone to leave you a comment, so do the right thing and reply as soon as you can!

#6 Advert free

Write content that is advert and pitch free.

Content must contain no adverts

I hate to be the one to tell you this, but your readers don’t care about your business.

They only want to learn something new.

If you start talking about the services you offer, your content will sound like a sales pitch and your readers will leave without sharing your content.

Writing about yourself should be very infrequent.

By writing for your audience, not your company, you will build trust and loyal readers.

Some of those readers could then turn into leads, the rest will turn into advocates who promote your content to others.

What do you think?

What elements do you think are most important? Is your content missing any of these? If so, let me know in the comments below!

  • Great tips, I agree with #6 with one exception: your article’s content shouldn’t be a big sales pitch, but there’s no harm in having a blurb at the end of the post to remind people that you provide that particular service (with a link to your contact form or the service page).

    I’d also add a #7 – Give more & give back. If you’re incorporating an idea from another article you read, or tweet you saw, give a shout-out and a link (“thanks, ____, for this tip!”). And within the article itself, link references to similar topics to other parts of your site. It’s commonplace for someone to read an article and then leave your site, but if you’re linking to related articles you wrote, not only is it good for SEO but also shows the reader you really know what you’re talking about.

    • Hey Stephan! Great to see you here!

      I agree with your point on #6, however I personally don’t think it should be on every post. You could scare away first time readers or remove the impact of your post by adding information on the services you provide. That doesn’t mean you should never mention them though!

      e.g. Copyblogger create approximately 1 in 5 posts with mention of one of their products, HubSpot are similar (although they do A LOT more posts!).

      Your #7 is spot on! Plus it’s a great way to build relationships with another blogger or company!


      • You’re right, @samscholfield:disqus. Once every few posts or the readers will become blind to it. How about linking to your services from within the content, much like one would link to related articles? I think that’s a good tactic (plus you get search engine juice) although my Google Analytics shows nobody’s really clicking 🙂

        • I think that’s fine as long as the service is related (obviously).

          Consider keeping the links to your services to a low number (1 or 2) otherwise if people start to click through, they may think of your article as another sales pitch.

          That’s bad news about your click through rates! Try out different text within the links, i.e. “We can help you with this!” – Just to test if that get’s a better click rate.

          Personally I find terms like ‘Posting guidelines’ and ‘automatically do X’ get the most clicks.

          Let me know if you have any success with that!- Sam

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