Do you want to generate “15x ROI?” Contently says you need to create more content.

Quality content brings more customers and helps retain the existing ones, but does that mean you should go on a content creation spree? More than 2 million blog posts are published each day. That’s a scary statistic. Millions of tweets are sent out promoting content every single day. Your target audience is bombarded with posts, so how do you make sure that your content is read and shared?

One way is to simply create quality content that will be shared and the second is promoting it the right way. We will focus on the first part in this post.

Adopt a positive approach

There is an endless amount of information being shared on the Internet. People who consume this content, your target audience, may get confused with all the diverse and conflicting information coming their way.

Some bloggers try to stand out by painting doomsday scenarios. This approach may frustrate your audience or cause anxiety for non-tech savvy readers that already feel like they cannot keep up with the fast pace of mobile and web technology.

Differentiate yourself by being positive.

Knowing your audience means understanding their problems. Share your solutions in a positive manner. Interpret industry trends in a way that makes sense for your audience. Don’t dwell on what isn’t working anymore, or make grand declarations like “The End of X.” Instead, opt for a positive and helpful approach.

Solve a problem

Problem solvers will always get attention. No matter the amount of content published, people will keep Googling to learn more about how to create a good Web design or how to market more effectively. There is always a demand for information on these topics. Use this to your advantage, but avoid generic advice. How often have you clicked on promising headlines on Twitter only to find the same information rehashed for a zillionth time? Even the so-called experts are guilty of this in a bid to meet their regular quota of published content and tweets.

From the reader’s perspective, generic/redundant advice wrapped up in an enticing headline is annoying and will discourage future clicks.

It’s better to tackle one problem in depth than to stuff each blog post with ten half-baked suggestions. Depth and insight will help your content become memorable. Well thought-out content that targets a specific problem and offers actionable tips will stand a higher chance of being shared.

Evoke an emotion

Whether you are writing for businesses or consumers, keep in mind they are all humans. So write for humans, not for Google, not for Twitter, not for Facebook. Write for a person who is struggling with a certain aspect of her business and aim to help him or her out. Don’t get so caught up in mastering the technical aspects of content creation, such as generating clickable headlines, finding the right keywords, including relevant images, etc., that you forget the whole purpose of the content, which is to connect with your audience.

You haven’t truly connected with a reader unless you evoke emotion. Perhaps your blog made them laugh, think or nod in agreement with you. If you do manage to evoke emotion, they are more likely to watch for your next blog post and hopefully share it.

Share a personal story

Tap into your own experience to add a personal touch while also helping your readers. If you run a business, you must have conquered a number of challenges and experienced failures. Talk about how it affected you and how you turned it around. You can create an endless number of topics to discuss based on your experience alone. Personal stories carry more credibility and also help you connect with your audience.

Sign off with a memorable call-to-action

Instead of wrapping up your blog post with usual niceties, pose a question and encourage your readers to answer or invite them to share their experience with you. Leave them with a list of articles for further information on the topic. Providing your readers with a task or an exercise will help them retain the information.

Tying it all together

Publishing regular blog posts with relevant, eye-catching headlines and images is important, but at the end of the day, it is the actual meat of the article that will win over readers. Be sure your blog posts are well-researched and only use the most trustworthy sources. Take a human-centric approach to writing, offer solid solutions and your content will be inherently shareable.

Do you have any suggestions of your own for creating shareable content? What kind of content do you love to read and share? Which was the last blog post that impressed you and what did you learn from it? Please leave a comment and let us know!


Pete Peranzo

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