Creating More Shareable Content

You’ve written a great blog. You’ve hit publish at an “optimal time”. And, you’ve even shared it on LinkedIn with, dare you say it, the perfect emoji combo. But then… No likes, no comments, no reposts.

The truth is, shareable content isn’t just a happy accident. The most shared blogs and posts follow a formula that taps into emotion, offers value, and promises ease. And yes, you can absolutely learn how to create it!

In this article, we’re going to break down how to turn an article, post or blog into something people can’t help but share. And hopefully, inspire your next piece of content too!

How Do I Make My Content Shareable?

Creating shareable content starts long before you hit publish. It begins with understanding why your target reader and people share things in the first place.

People share content to:

• Look informed or helpful.
  
• Express their identity or beliefs.
  
• Entertain their audience.
  
• Add value to their network.

So, if your content makes them feel something or look good for sharing it, you’re on a good track! Let’s break this down further…

1. Hook Them From the Headline

Ah, the headline. The trickiest thing to get right. When you want to create a shareable headline, you need it to do three things:

1. Make a clear promise of value.
   
2. Spark curiosity or emotion.
   
3. Use specific language.

So, instead of“How to Conduct an SEO Audit”

Try: “Unlock Higher Rankings and More Traffic with a Professional SEO Audit”

The second one has clarity, personality, and stakes. It gives people a reason to click and to share it with others.

KIJO Pro Tip: 

• Use power words (“discover,” “transform,” etc.)
• Use odd numbers (yep, a 9 is more interesting than a 4!)
• Add brackets for added intrigue (like an additional lil whisper that you can’t help but lean in to hear!)

2. Say Something Worth Repeating

Surprise surprise, people won’t share beige content. They share beliefs, surprises, and “a-ha” nuggets.

To create shareable content, you need to go beyond rehashing what’s already been said. Try to offer a new angle on a popular topic, a bold opinion, or an unexpected insight.

For example, instead of writing “Why consistency matters in marketing”, try “Is Consistency Killing Your Creativity?”

That small twist creates intrigue. And intrigue? That fuels engagement. Your goal should be to write something that makes your reader stop and think something like, “I’ve never heard it put like that before!”

3. Make It “Snackable”

It’s common knowledge that people typically remember just 10% of what they read. In the age of scrolling, more than ever online readers are skimming. So, if your content looks like an essay, they’ll probably scroll right past… Unless, you know, your target audience are mature academics who you know will absolutely love an essay!

“Snackable” content means short paragraphs, bullet points, punchy subheadings, and easy-to-digest visuals.

So, try:

• Short sentences for rhythm.
  
• Pull quotes or bold lines for key takeaways.
  
• Lists, infographics, and visuals to break up the text.

And, people love to share bite-sized wisdom! It’s why quote graphics and carousel posts perform extremely well on social platforms like Instagram.

When creating your content, think: how do I make this piece of content shareable at a glance?

4. Make Sharing Frictionless

Even the most brilliant content won’t get shared if it’s hard to do so.

So, try to make it as easy as possible for readers to pass your content on:

• Add clear share buttons at the top and bottom of each post.
  
• Optimise your meta titles and descriptions, and add a featured image so that your articles preview beautifully. That’s because visual content is 40% more likely to get shared than just written content.

The easier you make it for people to share your work, the more they will!

Related Read: How to Add Keywords & Meta Description to your WordPress Website

What Is an Example of Shareable Content?

So, what does shareable content actually look like?

Here are a few examples of shareable content marketing that typically perform well:

“How-To” Guides

These are evergreen gold if also SEO optimised. They typically solve a problem your user has and position your brand as an authority.

A KIJO example: “How to Write a Landing Page That Converts”

Listicles

These articles are easy to scan, satisfying to finish and, if keyword researched robustly, an SEO win.

A KIJO example: “16 Interesting & Fun Websites to Inspire Your Designs”

Story-Driven Posts

Humans have been telling each other stories since time began. No wonder we love narrative articles that tell a real story tied to a takeaway.

A KIJO example:“How We Increased Our Website Traffic by 1200% in 12 Months”

Data-Backed Insights

Original research, trend reports, and data insights are exceptionally shareable. Businesses, journalists, and industry leaders love to cite credible data sources in their own work.

A KIJO example: “If ChatGPT Receives an Estimated 37.5 Million Searches Each Day, Is SEO Dead?”

Thought Leadership Articles

Thought leadership is one of the most powerful examples of shareable content in the B2B and professional space. These pieces showcase original thinking, industry expertise, or a unique perspective on a topic that matters to your audience. They’re shareable because they build credibility and invite discussion; two qualities that make people want to send them to peers or reference them in their own work.

A KIJO example: “AI Copywriting: How to Work With It”

Case Studies

Case studies that show how a strategy or campaign delivered real results are highly shareable among marketing professionals. They blend storytelling with measurable impact.

A KIJO example: “ How We Achieved a 90% Consultation Booking Success Rate for a Luxury Health Clinic in Harley Street, London”

Frameworks, Checklists & Templates

Actionable resources (things readers can use) consistently come out on top for shareability. They make the reader’s job easier, and that’s the simplest form of value exchange.

A KIJO example: “How to Create a User Persona (with Simple Templates and Examples!)”

Opinion and Commentary Pieces

Shorter editorial-style pieces responding to industry-relevant topics or trends can be powerful share magnets, especially when they’re timely, informed, and clearly written. They help to position your brand as part of the conversation rather than following it.

A KIJO example: “Copywriting vs Content Writing: What’s The Difference?”

The common thread of these examples in our shareable content? Each piece helps or resonates with our target user of marketing managers and business owners. 

If you get to know your audience inside and out, you’ll begin creating content that automatically is more sharable because they’ll identify with it.

What Type of Content Gets Shared Most?

When you look at high-performing content across industries, patterns emerge. Some content formats just naturally get more love, engagement and shares. Based on the data, here are the content types that are classed as “most shareable” and why they work:

Listicles & Numbered Formats

As noted, people love predictability and a clear promise. A headline like “7 Ways to…” or “11 Mistakes You’re Making” sets expectations. Plus, lists are easy to skim and snack on! An analysis conducted by ClearVoice found that infographic-listicle combos and long-form how-to articles were the two most shared content types across 14 industries (including business, finance, travel, and fashion).

Infographics & Visual-Rich Content

As a web design agency, the team at KIJO knows that visuals stop scrolls. Plus, research has shown that people retain 65% of their information if the content is paired with a relevant image. When combined with meaningful data or insights, visual content can then become a share generator. SproutWorth data discovered that articles with images receive 94% more views than ones without, and DemandSage found that infographics are shared on social media three times more than other types of content.

How-To / Educational Content

Content that solves a real problem – “how to X” – is inherently shareable because it helps people. Magazine Manager found that tutorial content receives 300% more social shares than other content types too.

Interactive Content

Quizzes, polls, calculators – things that people can do – often outperform static content because they create investment and participation. And, 81% of marketers agree that their interactive content grabs attention more effectively than their static content (via Content Marketing Institute).

“Why” / Perspective / Opinion Pieces

These formats provoke reflection or challenge assumptions, which can spark discussion and thus shares. BuzzSumo (via OKDork) data analysed 100 million articles and found that “why posts” are the third most popular and shared content type.

Comprehensive / Long-Form Guides

Sometimes, even though our attention spans are mostly shot (let’s be honest), depth can still win. Long posts or pillar guides that become go-to reference resources often have longevity (and shares over time). The same BuzzSumo (via OKDork) data that analysed 100 million articles found that long-form content actually gets shared more than short-form.

How to Use These Insights in Your Shareable Content Strategy

• Don’t just pick one format
  Mix & match. A list with an embedded infographic and a short quiz could hit several sharing triggers at once!
• Balance depth & snackability
  A long-form guide might be your branding anchor; its key sections can spin off into listicles or social posts.
• Always visually enhance
  Even in text-driven content, sprinkle charts, pull-quotes, or mini-infographics can transform the piece’s performance.
• Test formats with your audience
  The “most shareable” content for one market might differ from another. Use these insights as starting points and then make discoveries with your specific audience.
• Optimise for shareability
  Remember, you want clear titles, click-to-share lines, embedded social share buttons, and alt text. These small elements help to reduce the friction to sharing.

Shareable Content Still Needs SEO

OK, the juices are flowing. You’re getting some ideas for your next piece of shareable content. BUT no matter how “shareable” your work is, if nobody can find it, it doesn’t exist.

That’s where SEO (Search Engine Optimisation) and GEO (Generative Engine Optimisation) come in.

SEO ensures your content is visible to Google and your audience. GEO is the next evolution – ensuring your brand shows up in AI-driven search tools like ChatGPT, Perplexity, or Gemini.

Here’s how to optimise your shareable content for both:

SEO

• Use your target keyword (like “shareable content”) naturally in titles, subheadings, and intros.
  
• Optimise meta tags, slugs, and image alt text.
  
• Add internal links to related blogs (e.g. “AI Copywriting: How to Work With It”).
  
• Write meta descriptions that sound like something people would click and share.

GEO

• Use structured, factual language that’s easy for AI tools to cite and quote.
  
• Include stats, sources, and definitions – AI loves clarity.
  
• Focus on expertise and trustworthiness (Think E-E-A-T – Experience, Expertise, Authoritativeness and Trustworthiness).

Shareability begins with visibility. SEO/GEO brings readers in, then your great content makes them stay… And ultimately share!

Final Thoughts: Shareable Content Starts With Connection

For us, shareable content is about creating connection, not luck, trends, or gaming an algorithm. That’s because people share what moves them, helps them, or represents them. They share what they’re proud to be associated with!

So, next time you’re planning a blog or campaign, ask yourself:

• Does this provide real value?
  
• Does it feel human?
  
• Would I share this with my own network?

If the answer is yes to all three, you’ve probably got some momentous content brewing… And you should get writing it!

Want to Create Content People Actually Engage With?

At KIJO, we help brands craft content that connects, converts, and gets shared. From SEO-driven strategy to tone of voice development and content planning, we can support you in making your marketing work smarter. Get in touch if you want to learn more about how we can work together!

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