Scott Public Relations has been a long-time proponent that content creation is an essential part of any effective PR and/or marketing campaign – in order to keep people interested and coming back to your company, you need to be providing them with valuable content. It doesn’t always have to be brand new content either, it can be information you’ve provided previously, perhaps repackaged in a different format.

Audiences want inviting, relevant, and educational information and they love to share certain pieces of content over others. For example, people like and want to sharelists. Lists are concise, and to the point, and in general, your company should want to post things online that people want to read, and that will draw viewers to your website.

Jeff Bullas’ article “17 Types of Content People Love to Share,” identifies highly-shared types of content and Scott Public Relations has selected the following as the most shareable:

  • Infographics and lists can be a draw to people who never have enough time on their hands to create their own, and this form of content also gives them a handful of quick tips they may find useful later on.
  • How-to articles can also prove to be alluring to web-goers, attractive in their convenience.
  • Research on topics and case studies of real-world examples give people the proof they’re sometimes looking for before they take a first step, and news provides people the satisfaction for their desire to know what’s going on—it’s even been shown that negative stories attract more attention than others, because sometimes people are more interested in what they shouldn’t do.
  • Statistics and quotes grab people’s attention and gives them something concrete that they can focus on and share with others. ‘Top 10’ lists tell people who and what are at the top of said lists, and even tools and apps have their places.
  • Video is a highly shareable form of content, a definite “must do” in 2014 for a company’s marketing mix. Videos can often enhance your company’s story and help to humanize a brand.

When choosing what to post online, keep in mind factors like your target audience and the latest trends. You can draw from these suggestions, or you may even do some experimenting of your own—it’s entirely possible that another type of content will draw more traffic to your particular kind of website because of the industry you’re in. Test and explore to see what gives the best results.

What kind of content do you publish regularly and are you finding that it gets shared frequently by your audience?

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

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