Shareable Content: 4 Powerful Copywriting Tactics to Create It

November 13, 2018
emily amos

What does it take to create shareable content—content that really entices and inspires users to read, engage and share with their inner circle online? Not surprisingly, there’s no simple answer to this question.

Many content marketers struggle with crafting shareable content—content that users love so much they can’t help but click the “share” button and tell all their friends about it. While there are many elements that go into a great piece of content, this post will focus on the powerful copywriting tactics you can use to make your content shareable.

1. Drop the robot voice and write with personality

Readers encounter an incredible amount of content on a daily basis. According to the New York Times, the average person is seeing over 2,000 advertisements per day. Your content is facing a similar battle for eyeballs.

The last thing you want is for your content to read like a textbook. For users to truly connect with your writing and entice them to finish your content all the way through, you must incorporate a clear, engaging personality into the content you publish on the internet.

“Personality” does not translate directly to “unprofessional”. The most successful and engaging professionals you know in your life have a knack for relating to people and can hold an interesting conversation. Take your engaging, professional voice and apply that directly to your writing in order to create shareable content.

2. Write for your audience, not yourself

The purpose of content marketing should be to provide value to your audience through highly shareable content. That doesn’t just mean choosing topics your readers care about, it also means writing in a tone, voice and proficiency level that will best speak to your readers.

Cut the jargon and write the way you speak. Research shows that readers prefer to consume content which is rated at an 8th grade level or lower. Why? Because a simpler read is easier and more enjoyable. It doesn’t take as much brainpower to read content that’s written at a lower reading level than a reader’s actual reading proficiency.

Did you know that there are tools you can use to calculate the reading level of your content? Pop “readability calculator” into Google and you’ll find many free tools that can help you in this exact readability science.

3. Make your content relatable

Marketing is about tapping into emotions that really resonate with readers. When you speak to their emotions, you spark something within them that grabs their attention and keeps you top of mind for longer. Catch them for long enough with an engaging copywriting style and they might just share your content with a co-worker or friend.

Let your writing trigger intrigue with interesting facts, understanding of pain points and solutions for making your readers’ lives simpler. When you tap into these pieces of their life, they will be more receptive to your messaging, and more likely to spread the word about you.

4. Be clear of your value offering early on

Don’t keep readers searching for a reason to stick around for your content. Get to the point and prove that value early on. If you hide that value further along in your content, readers will get bored and disengage. Remember: online users don’t owe it to you to read your content in full, so why would you turn them off by sending them on a drawn-out treasure hunt? Sooner or later, they’ll decide the search isn’t worth the reward, and will click away from your page.

When a user sees the title of your content, or opens it to read the first paragraph, they’re making an assumption about what value they can expect from what you’ve written. I like to call this “content window-shopping”. They’re going to decide very early on whether or not this content is worth their time, and it’s your job to communicate to them right away why it is. If you’re successful, they just might share your content.


To create shareable content, you need to care about the words you write. If you don’t write with intention and purpose, why should users read your content with intention and purpose? It’s a two-way relationship. Keep in mind innovative ways which you can engage, delight and encourage your readers to actively share your content online, and spread the word about your company and the messaging of your brand.


Download our FREE guide: Web Content Discovery GuideThis guide will help you uncover your key messages, one question at a time


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