According to an article on ProBlogger, social signals are an indication to the search engines that your content is valuable. The more social signals your content is showing, the better your chances are of ranking high on a search engine results page. In other words, every time your content gets a like, a +1 or a share, your search engine rankings rise. So what's the difference between content that gets ignored and shareable content? Let's take a look.
Elements of Shareable Content
While there's no exact formula for creating shareable content, the most successful posts contain these four elements:
1. Outstanding Title
This is point number one because it is the most important. Some experts even suggest that you should spend half of your time crafting the headline and half writing the content. Why? Because if the title doesn't grab the reader's attention, they're gone.
2. Entertaining Media
Internet users love to be entertained with interesting visuals and graphics. While the text of your content might contain the most important information, images, videos, and graphics are what gets the initial attention and compels people to share with their friends.
3. Easy to Digest
Lengthy narratives might get a few shares, but the vast majority of shareable content is short, easy to read, and easy to skim. Think top-ten lists, bulleted lists, how-to articles, and infographics. If you have to write a lengthy narrative, be sure to break it up with lots of subheadings and images.
Ok, this one might sound obvious, however, in order for content to be shareable it has to provide information that is so valuable that someone thinks that others need to know about it. Don't try to dole out the same old thing as everyone else. Instead, look for something fresh and new, or find a unique angle on an old subject.
A Nudge in the Right Direction
Getting your content in front of the right eyes is an essential step to generating shareable content. Putting a page about construction boots in front of an audience of elderly women that share a love of quilting won't get your content shared.
First, make sure you know who you want to talk to and focus your content on them. This might exclude a lot of people in the wider audience, but most of those people aren't likely to love and share your content anyway. It's better to really seize the interest of a narrow audience than to water your content down for a broad one.
Then, make sure you get your content in front of who you're targeting. Are you more likely to find them on Facebook or Instagram? Maybe LinkedIn or even a forum? Wherever they are, promote your content there so the right people can find it and start sharing it with their friends.
Consistency is Key
Of course, creating highly valuable, shareable content on a regular basis isn't easy. While you might not hit a home run with every piece, maintaining some consistency throughout all your content will help some of your B+ content get a little momentum from the A+ content. People will recognize your tone and voice and add some of the authority you've gained from other content to give everything else you do a boost.
Keeping your content formatted in a similar way and maintaining a consistent voice across all of your marketing efforts will help to establish this familiarity. You want the message of each piece to be unique, but the feel should always be consistent.
Focus on Great Content
Shareable content might give you a boost on a page of search engine results, but it also gives you visibility and the chance to connect with a wide range of people you might not otherwise have access to. Get more people engaged with great titles, keep your pieces formatted consistently, and make sure all your content is easy to digest and easy on the eyes and your content will travel far.