This post is the fourth in the 6-part series “How to Create Bite-Sized Content Your Readers Will Devour and Share.” For other posts, see:
- 6 Steps to Instantly Connect With Your Blog Readers
- How to Write Killer Blog Content Without Spending Countless Hours Staring At Your Computer
- 2 Techniques the Pros Use to Craft Instantly Gratifying Posts
If you’re serious about growing your blog’s audience, you must give your content wings. 
When your content has wings, people want to send it out to everyone they know—because they love it that much.
Luckily, your audience is already primed to share content. Just take a look at these stats from a recent study by AOL and Nielsen Online:
- 96% of online sharing is of CONTENT, not websites.
- 60% of all shares were links to published content.
- 36% were links to embedded content.
- Only 4% were links for brands or corporate websites.
But if you want them to share YOUR content, you have to make it easy for them—you have to create shareability.
RULE #4: Shareability – 3 tips for giving your content wings
Shareability is all about making life easier for your readers. It’s about creating the shortest possible distance between a reader reading your content—and then sharing it, wildly.
Here are three tips for shortening that trip:
Tip #1: Make sharing easy with the right mix of sharing buttons and options.
If you want people to share your content, make it easy. Put prominent share buttons where they’re easy to see, reach and click.
Plus, this first trick is easier to implement than ever. WordPress plugins like DiggDigg and SexyBookmarks make adding the right buttons foolproof. Even customizing the buttons’ appearance and location requires zero technical know-how. (Hint hint!)
Tip #2: Build a tribe that will devour everything you post.
You don’t want readers. You want (and need!) raving fans.
Raving fans feel compelled, even responsible for sharing your ideas, thoughts and insights with their tribe. Word-of-mouth exposure is more valuable than any advertising money can buy. It’s free, for one thing. And it’s genuine. Promotion doesn’t get any better than that!
The challenge here is to nurture the people who have already showed up, raised their hands and said, “I’m interested in what you have to say.”
So spend time nurturing your leads, your Facebook fans and your Twitter followers. Spend time building relationships with the people who know you already. Driving your numbers up is fine, but it’s just that—a numbers game.
What if you spent 20 minutes of that time nurturing people who already care instead?
Those are your fans, your tribe. Nurturing an already-warm fan on your Facebook Page and converting that person into a raving fan (and possibly even a buyer) is a more valuable way of spending time than focusing only on strangers who haven’t been exposed to you yet. Do both, but nurture that fan base first!
Tip #3: Put down the vacuum.
A great recipe for boring your readers is to write only about your business or niche, in every single blog post.
Don’t be afraid to branch out and introduce a new concept not related directly to your niche. Try interviewing someone you’ve never interviewed before. Or talk about a book that isn’t directly related to what you do, but adds true value for your audience. If you know your readers will get something out of it, put the vacuum down and talk about something new!
Start slowly, perhaps once a month. You don’t need to go crazy and start talking about monster trucks on your yoga blog. Instead, choose ideas that still hit home with your audience, just in a new or challenging way.
Step outside of your comfort zone, and inspire them.
I did this recently when I guest-posted for another blog, and I have to tell you, I loved it! You live in your niche. You live in your market. Step away occasionally, and suddenly life gets a little more enjoyable for readers—and for you, too.
THE SHAREABILITY CHECKLIST
Shareability isn’t just about having the right buttons in the right place. It’s about getting them in front of the right people.
To maximize shareability, make sure you’re reaching your ideal audience ALL of the time. Before you post new content, remind yourself who you’re really writing for:
1. What does my core audience want? In the first post mentioned that want and need can be different. What do they THINK they want?
2. What does my core audience need? People who want to lose weight are focused on those 20 pounds. But to do it right, they also need validation, right? They might be lonely or need some extra attention. Maybe they want to get a new job and are looking for a confidence boost. If you’re a weight loss coach, you should deliver what they NEED, like confidence-building techniques (not just what they want, which are diet tips). Finding a way to deliver both what they think they want and what they actually need is how the best content marketers rise to the top.
3. Is my content enticing? Ask yourself, “Would I really want to read this if it were on someone else’s blog? Is it really interesting or relevant?” Give yourself some tough love—be honest. Don’t post content that’s not going to draw your audience in.
4. Am I creating content-sharing opportunities on my blog? Are you putting those buttons where your readers can find and use them? Are you delivering calls-to-action at the end of your post? For example, say something like, “Hey, if you like this, pass it on. I’d love for you to spread the love.”
Your readers want to share your content. But it’s your job to cultivate its shareability—to give it wings.
What about you? How do you encourage your readers to share your posts? I’d love to hear about it. And if you know someone who could use a shareability boost, please, pass this post on!
