As I've recently mentioned, asking people to share your content is so over. It's up to you to create unique and awesome content that people will be compelled to share. But unique isn't always easy. So how do you create content that will have people hitting the "tweet" and "share" buttons over and over again?
Survey your clients and/or audience and use the results for many purposes. Not only can you better understand who they are and what they’re looking for, but you can create blog posts, articles, news releases, even white papers and case studies. The information can be very interesting and that’s good ROI.
Use your contacts and connections. Contact and interview a highly desirable expert that few people have access to. Most people won’t have access to celebrities or legendary recluse billionaires (if you do, what are you waiting for?!), but you may know CEOs, well-respected people in your industry and “diamond in the coal mine” geniuses that have great information to offer, but no one’s asked them for it yet.
If you’ve got a good story, tell it – warts and all. We’re all human and sharing that human experience is powerful. Compare the birth of a child to the birth of your small business. Tell us about the auto accident that almost killed you and how you fought you way back to become who you are today. Human interest stories have a magical dual ability to be both universal and unique.
Collaborate, share and be shared. Team up with a competitor and work together to tell the story of how you’d both tackle a common problem. Work with an organization who complements your business to show people the power of partnership and how you’d use your respective skills to do amazing things. Share that content and be shared by your co-creators and their fans.
Problem – Solution – Crowdsourcing
If you’re going to point out a problem, offer solutions. If you’re going to spend time figuring out what is wrong with something, spend an equal or greater amount of time offering solutions and asking your audience for ideas as well. Crowdsourcing is a great way to generate money, excitement and suggestions, but use it wisely and sparingly.
Become a Spokesperson
Expand your view – don’t just speak on your own behalf or on behalf of your organization, do some research and if others in your industry agree on your viewpoint, speak on behalf of your industry. Clearly declare your point of view and celebrate your spokesperson status. Caveat: This requires lots of time and research and you can’t just become “industry spokesperson” willy nilly, it’s helpful to have others on board.
Only a small percentage of people are able to attend any one event. If you’re in attendance, give people a feel for the event and offer a clear and concise report of the information shared and gleaned. People will thank you for being their virtual eyes and ears and will share with others.
If you have enormous resources at your disposal (a rarity, I know), then sponsor a one-of-a-kind event or do something no one has ever done before. The best recent example of this was the Red Bull Stratos — Felix Baumgartner’s free fall from the edge of space.
Most of us can’t take proper advantage of the “go big” idea, but there are other ways to make your content super shareable hot. What has worked for you?