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3 keys to creating highly shareable content

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Shreya Christinahttps://londonbusinessblog.com
Shreya has been with londonbusinessblog.com for 3 years, writing copy for client websites, blog posts, EDMs and other mediums to engage readers and encourage action. By collaborating with clients, our SEO manager and the wider londonbusinessblog.com team, Shreya seeks to understand an audience before creating memorable, persuasive copy.

Opinions expressed by londonbusinessblog.com contributors are their own.

When I first got into SEO over 20 years ago, link building was easy. You just added pages of links to partner websites, swapped links using anchor text that matches your targeted keywords, and presto! You were at the top of Google. That tactic no longer works. Attracting inbound links is harder than ever, especially for new websites. According to World Meter, nearly nine million blog posts are published every day. So, how do you stand out, get discovered and be rewarded with a link or social share in the midst of all that noise?

To get more links and shares, your content needs to be credible, consumable and attractive.

Related: How To Spread Your Content Like Wildfire With This Simple Strategy

Make it believable

People share content because it’s believable and they want some of that authority transferred to themselves. Whether you’re a journalist, blogger, or the average social media user, the content people link to or share is meant to bolster their authority in their writing or social group. Try these ideas to make your content stand out as a credible source:

1. Collect original data

Try conducting your own online surveys. Form a hypothesis and develop five or ten questions to test it. Use a calculator to determine the sample size you need for statistical significance and pay for that many answers. Then deploy it to Google Surveys, Pollfish, or Survey Monkey and let the data pour in. Depending on your budget, this can be prohibitive, so consider using source data.

2. Gather Credible Resources

Using other people’s data isn’t as effective for getting links, as most writers prefer to link to an original source. However, you can increase your chances by including multiple authoritative sources to appear credible.

Increase the shares further by appealing to people’s egos. Writers and influencers love it when people source their work. So list them by name in the body of your article and include a link.

Make it consumable

Producing linkable content is about more than just your text. You also need to present your data and ideas in an attractive and user-friendly package. Try these suggestions:

1. Optimize for readability

In the world of online content, few things are more intimidating than a giant wall of text. Organize your content and break up large chunks of text with headlines and images. Use short sentences and keep your vocabulary accessible. The reader can then browse your content to determine its relevance.

2. Add visually appealing, rich media

Images are often more understandable than heaps of text. Embed some compelling images, videos, charts, and graphs to tell a better story. To use google maps to quickly develop and easily embed interactive components. Add a watermark in case someone shares your visual without a link.

3. Be Citable

Neil Armstrong said, “That’s one small step for a man, one giant leap for mankind.” It was clearly a prepared statement, and yet it was memorable. When you write your article, include quotes that authors are likely to share.

4. Tell a story

People think in stories, so frame your content this way to make it more engaging. If that doesn’t work, spray one or two anecdotes into your copy.

Related: How to create compelling online content that attracts visitors

Make it attractive

Readability, images and data make your content richer. Make them attractive to earn links and social shares. Try these techniques to increase retrieval:

1. Pick a trending topic

Use a tool like Buzzsumo, Ubersuggest or Google Trends to find trending topics. Then write your article on that topic from a unique angle.

2. Be contrarian

Make your content stand out with diverse ideas and form. Explain why the sky is red. Create a lengthy guide to when competitors post 1000 word blog posts. Or if competitors are going long-form, be concise.

3. Embrace controversy

Controversy stimulates emotional responses. If you do it right, you get engagement from people who both attack and defend you and your ideas. You may lose some of your audience, but those who stay are likely to be very loyal and engaged.

3. Optimize for long-tail keywords

Many writers use search engines to find articles to reference in their stories. It can be difficult to rank for competing keywords. So focus on super long-tail keywords with little competition that a writer is likely to type into Google.

4. Create a rockstar title and meta description

Headlines sell newspapers, and the same goes for digital stories. Yours has to stand out against all the other content on the page to generate a click. Include keywords in your title and description that people are likely to use. Then make it click baity. Add superlatives like best or ultimate, make controversial statements, or phrase it like a question.

5. Put it on their radar

Don’t wait for people to share your content – give it a push. Try these tactics:

  • Tag or email authors of all source content and include their names in the body of your article.

  • Pitch your story to journalists and bloggers. Discover charities by searching for similar stories on Google and work on your contacts.

  • When people share your content, respond by addressing them and sharing.

Related: Creating more engaging content: five questions to ask before letting it run wild

Now that you have a foundation, start creating content that attracts links and shares. Pick a topic today and stick to a deadline. Then build and work on your list of contacts that could bolster it. Follow these tips for a huge increase in the number of links and shares you earn in the future.

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