Page 36 - The Content Code: Six essential strategies to ignite your content, your marketing, and your business - PDFDrive.com

CHAPTER THREE

Building Shareability into Your Content

“If an infographic is published and no one shares it, did it even exist?” –
Brian Solis

Welcome to Chapter 3. This is one bold and sassy chapter. It’s the barbecue
sauce of book chapters. It’s a chapter with a topic so gigantic, it takes two
chapters to cover it all!

In this episode of The Content Code, we’ll look at the fascinating reasons
why people share content and how we can use that insight to ignite our own
work. The next chapter continues the discussion of shareability with an
astonishing list of practical tips and tricks you can start using right now.

The concept of shareability builds upon important tenets from the first two
chapters of this book, so here’s a quick review:

Business results on the web don’t come from content; they come from
content that moves.
Even if your content is great, there’s no guarantee it will rise to the top in
an increasingly competitive world.
Exploding information density effectively negates many traditional
marketing strategies and increases the cost to remain competitive.
Implementing elements of the Content Code (BADASS) will give your
content the best chance to cut through the noise and be heard.

The heart of the book, the first element of the Content Code, begins with a
critically important idea of shareability, which is actively building the possibility
for ignition into your content. I want to be clear that sharing is different than a
“Like,” a comment, or a “Plus 1.” Content transmission is what you’re after.
Spreading the word. Building the buzz.

It may be true that most frequently shared posts also get a lot of Likes and
comments, and there also many posts that are frequently Liked but barely shared.