SmallBizResource Blog -- Marketing

How To Create Share-Worthy Content

Posted by Gayle Kesten Monday, Jun 8, 2009, 11:43 AM ET

A longtime colleague has been struggling with whether to ditch a client -- one she had reservations about taking on in the first place. I sent her this piece by Seth Godin.

Another person I admire, a business coach, has launched her own consultancy. Her holistic approach to guiding her clients came to mind as I was reading this book review about the lessons one can learn from mistakes.

What compels you to forward content to people in your network? The answer is likely the same whether you're sharing business-related articles and blogs with colleagues, or corny jokes with your buddies. Some element of what you read resonated, and/or you think it'll resonate with whomever you're sending it to.

On that note, flitting about Twitter during the weekend, I noticed a post by social media pro Chris Brogan, who wrote he was contemplating his next blog. (I hear ya.) Brogan -- whose resume includes president of new media marketing agency New Marketing Labs (he was also profiled on sister site bMighty late last year) -- has carved a prominent name for himself in the blogosphere and all matters Web 2.0. He began blogging in 1998, back "when it was called journaling," so if I'm going to heed anyone's advice, and pass it along to SBR readers, Brogan's up high on that list.

The list I want to share, however, is his, not mine, and it comprises 23 "essential" points about what makes a blog post shareable. Personally, I think Brogan's advice is applicable to any online content you're creating -- copy for your Web site or online marketing material, for example -- and it underscores one of the points I heard at last month's National Small Business Week conference: that social media "is a two-way conversation, not a broadcast."

Brogan divides his list into three sections. First, 8 overall tips:

1. It starts with a picture that captures your eye.
2. No. It starts with a title that makes you pay attention.
3. The post is useful to others, and not just about you.
4. It's easy to read, and not a big clump of text.
5. It's written in a human voice, and not corporate-ese.
6. There's information there that might require a second visit.
7. You write in small words where possible. Remember: eschew obfuscation.
8. You use links out to resources liberally. Share, share, share.

Next, 10 topic tips:

9. Posts that gather resources into one place are very often heavily bookmarked.
10. Controversial posts get lots of links from people refuting your information.
11. Popular current topic posts often get swept up in searches.
12. Blog posts with your own original thoughts never get old (versus posting a few observations on others' stuff).
13. Writing reviews of products or services sometimes get links, especially if you're early to the game.
14. Writing how-to information goes everywhere, gets linked everywhere, is one of the best types of posts, depending on your audience.
15. Blog posts explaining use cases for products and services are good, too.
16. Blog topics about applying ideas to specific industries get play in that industry.
17. Pieces written to reinvent an industry don't get very many links, but attract comments.
18. Writing list posts never dies. Wish it weren't true, but my top posts are lists. Always.

Third, 5 thoughts about spreading the word and inviting feedback:

19. Use appropriate plug-ins to share blog posts. (Brogan uses Tweetmeme and ShareThis.)
20. Share only the very best posts on services like Twitter, and pipe your blog feed into sites like Facebook, LinkedIn, (if it relates to your profession), and FriendFeed.
21. Note: sharing other people's stuff makes them a bit more interested in sharing yours.
22. The post ends with a question that encourages more thought.
23. The post is written such that the community might have something to add. Do you?

No. 5 is a big one for me -- and the No. 1 reason why I'm so thoroughly enjoying online media. What about you? What compels you to share an article or blog you've read? What best practices do you incorporate into your Web writing?

Follow me on Twitter: http://twitter.com/gaylekesten

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