{"id":5306,"date":"2024-10-13T19:40:01","date_gmt":"2024-10-13T19:40:01","guid":{"rendered":"https:\/\/workhouse.sweetdishy.com\/?p=5306"},"modified":"2024-10-13T19:40:01","modified_gmt":"2024-10-13T19:40:01","slug":"what-is-the-concept-of-content-shareability","status":"publish","type":"post","link":"https:\/\/workhouse.sweetdishy.com\/index.php\/2024\/10\/13\/what-is-the-concept-of-content-shareability\/","title":{"rendered":"What Is the Concept of Content Shareability?"},"content":{"rendered":"\n<p id=\"c05-para-0064\">The fourth concept you&#8217;ll need to understand is \u201ccontent shareability.\u201d In other words, what makes content sharable for a clearly defined audience?<\/p>\n\n\n\n<p id=\"c05-para-0065\">Although \u201cshareability\u201d isn&#8217;t included in the definition of content marketing, it is absolutely essential if content marketers hope one of their videos will \u201cgo viral.\u201d<\/p>\n\n\n\n<p>Original research from more than 2 years of work, five different data sets, around 1,000 videos, nine individual studies, and a large team of researchers from the Ehrenberg\u2010Bass Institute for Marketing Science at the University of South Australia found the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\" id=\"c05-list-0009\">\n<li>Videos that display personal triumph appear most likely to deliver sharing success. But content creators rarely use personal triumph as a creative device.<\/li>\n\n\n\n<li>Weather\/science\/nature also achieved very good sharing rates. But these are also rare.<\/li>\n\n\n\n<li>Videos of babies outperform many other creative devices, but only when the video evokes intense emotions.<\/li>\n\n\n\n<li>Using poorly branded advertising is like throwing away your marketing budget.<\/li>\n<\/ul>\n\n\n\n<p id=\"c05-para-0067\">Shareable content is also important for B2B marketers. Gartner research has found, \u201cThe typical buying group for a complex B2B solution involves six to 10 decision makers\u201a each armed with four or five pieces of information they&#8217;ve gathered independently and must deconflict with the group.\u201d<\/p>\n\n\n\n<p id=\"c05-para-0068\">Gartner has also found that customers who perceived the information they received from suppliers to be \u201chelpful\u201d were \u201cthree times more likely to buy a bigger deal with less regret\u201d\u2014even if that information is shared with other decision\u2010makers in meetings instead of online.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The fourth concept you&#8217;ll need to understand is \u201ccontent shareability.\u201d In other words, what makes content sharable for a clearly defined audience? Although \u201cshareability\u201d isn&#8217;t included in the definition of content marketing, it is absolutely essential if content marketers hope one of their videos will \u201cgo viral.\u201d Original research from more than 2 years of [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":5014,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[600],"tags":[],"class_list":["post-5306","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing"],"jetpack_featured_media_url":"https:\/\/workhouse.sweetdishy.com\/wp-content\/uploads\/2024\/10\/download-4.jpeg","_links":{"self":[{"href":"https:\/\/workhouse.sweetdishy.com\/index.php\/wp-json\/wp\/v2\/posts\/5306","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/workhouse.sweetdishy.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/workhouse.sweetdishy.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/workhouse.sweetdishy.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/workhouse.sweetdishy.com\/index.php\/wp-json\/wp\/v2\/comments?post=5306"}],"version-history":[{"count":1,"href":"https:\/\/workhouse.sweetdishy.com\/index.php\/wp-json\/wp\/v2\/posts\/5306\/revisions"}],"predecessor-version":[{"id":5307,"href":"https:\/\/workhouse.sweetdishy.com\/index.php\/wp-json\/wp\/v2\/posts\/5306\/revisions\/5307"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/workhouse.sweetdishy.com\/index.php\/wp-json\/wp\/v2\/media\/5014"}],"wp:attachment":[{"href":"https:\/\/workhouse.sweetdishy.com\/index.php\/wp-json\/wp\/v2\/media?parent=5306"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/workhouse.sweetdishy.com\/index.php\/wp-json\/wp\/v2\/categories?post=5306"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/workhouse.sweetdishy.com\/index.php\/wp-json\/wp\/v2\/tags?post=5306"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}