Page 39 - The Content Code: Six essential strategies to ignite your content, your marketing, and your business - PDFDrive.com

in the world has to say. The New York Times 3 sponsored research that
determined there are five powerful reasons people overcome apathy and share
content:

To be useful. The number one reason people share content is to bring
valuable and entertaining content to others. More than 90 percent of study
participants said they carefully consider how the information they share will
be useful to the recipient.
To define ourselves to others. Nearly 70 percent of participants said they
share content to give people a better sense of who they are and what they
care about. One respondent said, “I try to share information that will
reinforce the image I’d like to present—thoughtful, reasoned, kind,
interested, and passionate about certain things.”
To grow and nourish relationships. About 80 percent of participants
share information online because it lets them stay connected to people they
may not otherwise stay in touch with. A little over 70 percent share content
to help connect them to new people who share common interests.
Self-fulfillment. About 70 percent of participants share content because it
allows them to feel more involved in the world. The act of getting positive
feedback on shares makes people feel valued.
To get the word out about causes and brands. More than 80 percent of
participants said they share content to rally others around a cause, company,
or idea they believe in.

As you read this list, it probably occurs to you that sharing content is a
meaningful act, a very personal, intimate, and important gesture. It’s not at all
trivial.

The decision to share content is often a sign of a relationship. A relationship
with the source, a relationship with a network…even a relationship between the
person and the content! Igniting content is a symbol of kindness and caring and a
reflection of who we are.

Pretty deep stuff.
One of my blog readers recently sent me this note:

“Your blog has become part of my morning routine. I start my day
with a cup of coffee and your latest blog post! I almost always share
your posts with my friends because I feel like I know you. Your
perspective aligns with my business values and I feel good about
sharing your thoughts with others … and even with family members.”