There are times when healthcare providers—even health systems and hospitals—dive into content publishing with only a general idea about where they’re going or how to get there. Right from the start, creating and publishing authoritative material is challenging. But the initial creative step just gets the ball rolling.
We all know that regular postings and updates support online visibility via websites, blog pages, social media platforms and other postings. Staying fresh and timely helps Search Engine Optimization (SEO). But all too often well-intended publishers inadvertently miss out on the positive benefits of content that is shareable.
The simple definition is that good online information has added value or potential through sharing. When the initial readers are inspired to pass the content to others…thereby extending reach and influence to a wider audience. Sometimes, the grand prize is the sudden and often unexplained explosion of public attention when something “goes viral.”
Viral exposure is usually a good thing, but it tends to be rare, short-lived and unpredictable. But creating regular content that can connect to new readers has greater value over time. Here are some of the secrets to consider when creating sharable content.
A recent study by UCLA psychologists suggests that “people are regularly attuned to how the things they're seeing will be useful and interesting, not just to themselves but to other people." It seems that’s the way we’re wired, according to UCLA Professor Matthew Lieberman.
Generally, people tend to be touched by emotions. Both positive and negative feelings can grab attention and inspire sharing. Overall, people want to share information with other people, particularly when it is:
In addition to these high-level characteristics, ideas and information are more likely to be shared:
There is no simple or single magic ingredient in the sharable formula…and that’s a good thing. In fact, there are many techniques that give interesting and informative content an added opportunity for readers to share and extend your reach and impact.
Being shareable means you are useful to your audience, and your content has added value in reaching people beyond the initial circle. For more ideas about the value of creative content, please give us a call.
Oh…here’s one more tip: Ask a question…like, what would you add to this list? What have you used or what do you recommend as a way to inspire shareable content?