7 Types of Content likely to be Shared – The S.C.I.E.N.C.E. model

SharingOne of your main goals as an inbound marketer is to provide content that provides value to your target audience. But you also want to make sure that as many people as possible are aware of your content, which is why making it shareable and share-worthy is so crucial. But what I’ve noticed is that not all good content gets shared with the same frequency and enthusiasm. Here are six types of content that tend to get shared more frequently in my experience. Creating high-caliber content is more of an art than a science, but here is our S.C.I.E.N.C.E. model of content that will likely get shared.


The type of content that I am most likely to share is one that contains a surprising piece of information, such as a post or an infographic contains a stunning statistic or presents an unconventional way of doing something. Here’s an example of surprising content, discussing how ex-cons are embracing entrpreneurship.


People love a good story. Most of us form an opinion on a movie or TV show within the first few minutes of watching. Similarly, readers appreciate compelling content in which they can be invested. Whether it’s an uplifting story about a struggling business and how they overcame obstacles, or maybe even an account of something going terribly wrong, chances are that if your audience cares about the outcome of the story, they tend to want others to experience the same level of investment. Here’s an example of a compelling post, which happens to be about compelling content.


“How to” guides typically generate a great number of shares. Whether it’s a quick instructional video, a “How to … in x steps” infographic, or a blog post that outlines how to solve a particular problem, your readers will appreciate something that provides them with instructions and clear take-aways and they will share them accordingly. Here’s an example: How to make your own laundry detergent.


Nowadays we spend quite a significant amount of time at work or doing work even after we get home at night, so people are thankful if they come across an industry-related post that provides entertainment value. Here’s a post by Salesloft, which includes relevant clips from movie scenes about selling.


Filling content gaps on your own website is certainly something that you should incorporate into your content strategy. But you know what’s even more powerful than filling content gaps on your own site? Providing your audience with something that they can’t find anywhere else. Here’s a post about a topic that doesn’t get discussed a lot: copying other businesses and products.


Any piece of content that evokes strong feelings will be shared more freely than more neutral pieces. Therefore, people have become increasingly less afraid to publish content that might be considered somewhat controversial. Just remember to always be professional, do your homework in terms of research, and be respectful of opposing opinions. Here’s an example of a post that didn’t even sound all that controversial, but definitely struck a chord with readers.


This one is very simple. If you don’t feel passionate about your content, nobody else will. Content that conveys contagious enthusiasm is much more likely to get shared. Seth Godin, one of my favorite bloggers, has managed the art of passionate writing, even in very succinct posts. I could pick any of his posts as an example. Check out this one.

Surprising, Compelling, Instructional, Entertaining, Necessary, Controversial, Enthusiastic.

S.C.I.E.N.C.E. :)

Print out the infographic (we like to call it an “Inspire-graphic!) below to help remind yourself of what types of content are shareworthy.

What do you think? What kind of content are you most likely to share?

SCIENCE of Shareworthy Content

Kat is the CEO of Spectate. Her goal is to empower users to create and manage their web content and to provide them with the tools to become even better content marketers. Connect with Kat on Google+!

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  1. Content Strategy: Or 5 Ways To Be Likable | The Brolik Blog | Industry Blog | News, Ideas and Advice | Brolik - September 18, 2012

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