15 Strategies To Get More Shares For Your Content

You can’t help but feel that little rush of jealousy when you see a just-average piece of content getting tons of shares, likes and tweets.

What’s that post got that yours doesn’t? Your content is stellar, your infographics perfectly designed. So why aren’t more people sharing them?

The secret of getting your content shared by more people isn’t always producing better stuff – sometimes it’s making better connections or just thinking a little differently.

Here are 15 strategies, tips and tricks that prove that point – use them to take your great content that extra mile.


1. Interview Influencers

In every industry, there’s someone whose opinion holds lots of sway – but how do you get on his or her radar?

An email interview takes up only a few minutes of your influencer’s time and gives you a chance to ask smart, thought-provoking questions that show you’ve done your homework to get to know them (you have done that, right?)

The resulting content puts your brand right next to this influencer in readers’ minds – and there’s a good chance he or she will share it, too.

2. Ask For Ideas

As you get started thinking about a new piece of content, “try asking for feedback from customers, influencers, and anyone else in your community (or who you want to be in your community),” suggests Mack Fogelson of Mack Web Solutions, who credits this tip to Rob Ousbey at Distilled.

When you include them in the conversation… those people who provided feedback feel like they had buy-in because they’ve been part of the process,” says Fogelson.” This motivates them to share with their audience.”

3. Reference Others

Nobody likes an over-the-top name dropper, but it’s hard not to feel flattered – and share – when it’s your name being dropped.

It creates a bond and positive feelings when they see you quote them or name-drop them,” says Aaron Friedman, who, perhaps not coincidentally, was one of Search Engine Land’s best-read columnists of 2012.

Many articles I have written, the first people to share them and comment on them are the people who I have name dropped,” Friedman shared.

4. Share Strategically

Make sharing others’ content a big part of your social media strategy – and do it smartly.

Eighty percent of the time, share stuff that other people have created that you think is really remarkable and would help your community,” Fogelson says. “The creators of the value that you’re sharing appreciate you sharing their stuff and are motivated to return the favor.”

5. Get Noticed When You Share

If you want to get on the radar of someone with a significant amount of followers, clicking the ‘Tweet’ button on their articles or posts isn’t going to get you noticed,” says Wayne Barker of Boom Online.

Add value to see reciprocation. Use a quote from the post rather than the title. Better still, add your own insight – it takes 30 seconds.”

Wayne suggests checking out tweets by Anthony Pensabene or Gisele Mendez to see this strategy in action.

6. Make A List

Everyone you have a relationship with – friends, professional acquaintances, your realtor – is a potential ambassador for you.

Make note of those who have some goals or interests that align with what you do and pay them some extra attention – with no particular favor in mind.

A solid relationship built over time will mean that they may come looking to your streams for new and interesting content,” says Barker.

7. Form Alliances

Once you’ve got a strong circle of like-minded people, nurture those relationships by asking if they’ve got something you might share for them. When you need a little help, reach out to them, too. It doesn’t have to be a 100% reciprocal, tit-for-tat approach – you’re just helping each other succeed when it makes sense.

“We try to surround ourselves with like-minded, talented people. And our talented friends should be the first we think of,” Friedman says. “If they see you thinking this way, they will too.”

8. Join Communities

There are also ready-made communities you can tap into to grow your sphere of contacts and friends. The sheer number of marketing Twitter chats alone can help you get started plugging into a community, not to mention forums, Google+ Communities and more.

But remember: this isn’t the place to immediately go in hawking your latest infographic. Build up a little goodwill by hanging out first.

9. Ask Nicely

Social media is a noisy place – so much so that even your most ardent supporters can sometimes miss your latest news.

If you’ve produced something you know a specific acquaintance or supporter would want to hear about, it’s OK to give them a heads-up once in a while.

Blanketing the social Web begging people you barely know to share each of your new posts? Not so OK.

10. Write Guest Posts

Broaden your potential audience by blogging in more that one spot. Guest blogs are a great way to introduce your content to a new crowd, and the connections you make working with an editor on a guest post can also lead to a beneficial future relationship.

11. Reward Sharers

facebook-like-thumb-featured Finally beginning to see some new faces share your stuff? Respond thoughtfully to comments, and remember that a personalized thank you goes a long way towards starting a long-term relationship with your new fans. Better yet, check out their blogs and see if you can return the favor sometime.

12. Get Personal

The people who can help you spread your content have interests outside of work, and so do you – so show a little personality in your content and social media presence.

Why not use it to help you make connections?” says Barker. “I have been cc’ing others on non-work-related content for some time, be it music, books, Back to the Future timelines and strange pictures. Don’t be afraid to inject your personality into all that you do.”

13. Get To The Good Stuff

If you want people to share, don’t make your headline do all the work by itself – pull the most irresistibly shareable stuff to the forefront.

Tease a link on Twitter by focusing on a curious statistic. Post a story to Facebook by highlighting an intriguing quote. Make sure the jaw-dropping data from that study goes into a Pinterest-perfect chart.


14. Make It Visual

It’s no secret people are drawn to visual content online, so give them what they want. Use more and bigger photos and visuals. Create Pin-able pullquote images to go with your posts. Add text to an image (like Marketing Land does, at right) to make it clear to users what they’re sharing or clicking on.

15. Use Psychology

Sharing is more about the sharer than the content itself. People share content for many reasons: to build a connection with someone, to start a conversation, to share their humor and more. Think through each new piece of content from the point of view of your potential sharer.

What tactics have helped you get more shares for your content? Add to my list in the comments.

Opinions expressed in the article are those of the guest author and not necessarily Marketing Land.

Related Topics: Channel: Social Media Marketing | How To Guides | How To Guides: Content Marketing | Social Media Marketing Column


About The Author: is a content crafter at Buffer. She has been an editor and writer at publications including Allure, Time Out New York, Playboy and The Tennessean. She speaks frequently on social media marketing and community management topics.

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  • http://profiles.google.com/ajfried Aaron Friedman

    I will stay true to my words and be the first to comment :) Awesome article Courtney, and really awesome tips! Thanks for putting this together!

  • RavenCourtney

    Thanks for sharing your tips, Aaron! I appreciate your help on this one. :)

  • John Wolforth

    Great suggestions! I was going to call them common sense, but I guess if they were, I’d be doing them! Well, I do some of them…but thanks for the rest!

  • RavenCourtney

    Thanks, John! It’s funny you should say that. For the longest time I would nix potential blog topics because I thought they were common sense. But then I realized that some of the posts I read that I liked best were posts that put a name or process to things I already knew but hadn’t given enough thought to or fully implemented. Hmm, maybe THAT’s a blog topic! :)

  • John Wolforth

    Well Raven, you know what they say about common sense :) And I’m definitely guilty of that lapse now and again. So I’m glad you decided to write this post.

  • http://searchengineland.com/ Danny Sullivan

    Great stuff, Courtney!

  • RavenCourtney

    Thanks, Danny! Nice to see you hanging around these parts. ;)

  • http://www.facebook.com/sylvain.lefebvre.336 Sylvain Lefebvre

    Like Danny said Courtney, it is definitely great stuff here. Thanks for it.
    For more info on that and related subjects : http://www.startwebmarketingbusiness.org

  • http://www.callboxinc.com/ Amber King

    Thank you for sharing these tips Courtney. What is the purpose of the content if nobody will see it right. It is important that we make our content readable and easy to find so that we can share our knowledge.

  • http://www.brickmarketing.com/ Nick Stamoulis

    I actually started interviewing influencers and experts for my own company blog in the last few months and my readers really seem to respond to those posts. I think long form content, like an interview, is a great addition to any content marketing campaign because it gives you more time to really cover every detail of a particular topic and get to the heart of the subject. Interviews are also nice because it lets your readers hear information from a different point of view, which sometimes helps it stick better.

  • RavenCourtney

    Glad you liked the post, Amber! Thanks for your comment.

  • RavenCourtney

    Great thoughts on interviews, Nick. Interviewing someone well is an art, and good interviews are a pleasure to read. Glad they’re working for you!

  • https://twitter.com/RizzoMB RizzoMB

    Nice post, pretty solid strategies.

  • http://www.advancedwebranking.com/ Philip Petrescu

    Great post as always Courtney. I see you used most of these strategies in this very post. :) I like people that talk the talk and walk the walk. I just wish I could write as well as you do. Maybe you can teach me someday…

  • RavenCourtney

    I really appreciate you saying that, Philip. :) Some pieces are easier than others!

  • http://twitter.com/kim_kgmoore Kim Moore

    This is a really great and useful post Courtney. Thank you. I’ve been spending time learning about social media strategies and trying a few things myself. Your points have confirmed some of the tactics I’ve used and have given me some new ideas. I like to practice what I preach so when developing marketing strategies for my clients, I need to demonstrate how to integrate social media strategies into an overall marketing plan. I’d love to hear your views on this. Would you fancy writing a guest post on my blog?

  • RavenCourtney

    Thanks so much for the lovely accolades. I’ll have to politely decline your very kind offer as I don’t get too much writing time outside of my steady gigs, but I’m really glad to hear the post was useful for you.

  • http://www.facebook.com/anthony.bernard.ouwendyk Anthony Bernard

    I guess that isn’t one of Raven’s walk the talk strategies Kim. Not all people who give you free advice value it any more than its worth or selling price. True FREE advice is worth exactly what you pay for it and being shot down by the author is about the worst effect of giving accolades expecting Nothing in return. Quid-pro-quo is not only right… it is fair. Interviewing successful bloggers is suggested to get the successful bloggers more attention it would seem. Just my personal view on this post.

  • http://www.facebook.com/profile.php?id=100003606643561 Matthew Brown

    I agree, I think the strategies you mentioned are really useful. I have tried using some of them on some businesses I handle and the last strategy, about using Psychology have been the most useful, maybe because of the type of business that I have, which involves crime scene cleanups, which is really hard on the families of the victims.

  • http://www.thetraveltart.com The Travel Tart

    Some good strategies there.


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