5 Reasons Why I Won’t Share Your Content [TIPS]

Social SharingEver wonder why some content gets shared whilst other content -even with better perceived value- doesn’t?  Here’s a hint, think aquatic vertebrates.

Most web users have the attention span of a goldfish (no disrespect to goldfish).  

Here are 5 reasons why I (a proud goldfish) won’t share your content.

Reason # 1: Your Title is Not Catchy/Interesting Enough

I use aggregation technology to stay abreast of the latest developments in my field. This means that your title has to stand out before I give it the time of day.  If it does, I click through and read on.

Reason # 2: Your Content is Too Long

If your article is too long I might get turned off and click the back button. You should be able to tell your story in 350-500 words.  If you can’t, then consider using other types of content like video, images or data visualisation (infographics).

Reason # 3: Your Headlines Don’t Tell Your Story

Your headlines need to tell your story.  They have to be big, bold and succinct.  Remember, most “goldfish” will not read, they’ll browse. Break-up your content into bite-sized digestible chunks, and again, let your headlines tell the story.

Reason # 4: Your Rhetoric is Unsubstantiated

This is a major pet peeve of mine.  If you state a fact, mention a statistic or quote someone,  link to your source.  At  the very least, link to  another credible site that backs up your claims, regardless of the original source (see intro reference to Goldfish).

Reason # 5: You’ve Not Made it Easy for Me to Share

You’ve simply not added the basic share buttons.  I don’t expect the whole enchilada, just the basics.  Facebook, Twitter and LinkedIn will do.  If you use a blogging platform like WordPress, adding share functionality is a breeze.  Also, once you’ve added the share buttons, please take the time to check their output.

At a minimum make sure that the title and link appear in the share box. Your @twitterhandle will also be a nice touch. After all, you are worth shouting about, aren’t you?

In a Nutshell…

Most web users have the attention span of a Goldfish

Remember: Most web users have the attention span of a Goldfish

Good content does not equal shareable content.  If you want to improve the “shareability” of your content, follow the above tips summarised again below:

  1. Choose your title wisely -  Catchy and Interesting
  2. Don’t waffle.  Get to the point in 350-500 max (otherwise use video or data visualisation
  3. Have your headlines tell your story
  4. Back up any claims you make
  5. Make it easy for me to share

 Why won’t you share content?  Share below…

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Omar Kattan is Chief Strategy Officer at Sandstorm Digital, the MENA region's first specialist content marketing agency headquartered in Dubai. His experience includes 10 years in traditional marketing and advertising in the Middle East and a further 10 years at two of the largest media agencies in the UK. Follow Omar on Twitter for updates on the latest in digital, branding, advertising and marketing.

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