It’s time to get some free marketing using sharable content.

The Power of Passion

 

I have a friend, we’ll call her Abi (since that’s her name), that has a super power of finding the best of the best products for literally any category you can think of.

 

The most transforming lip mask? She has a rec for you. The softest and comfiest loungewear? She’s scoured Tiktok and has THE ONE ULTIMATE LOUNGEWEAR SET.

 

Which espresso machine is the most cost effective and delivers the same taste as those third wave bougie coffee shops? She’ll send you the link.

 

Every time we have our triannual girl’s trip, I end up *adding many things to cart* and do it with the confidence that she’s done the heavy lifting and I get to reap the benefits (I may be typing this while enjoying the luxurious $7 lip mask she convinced me I needed… my lips are thanking me).

 

Oh, and Abi NEVER asks me to buy these products. 

 

She has never once said, “OMG Tina, I just got this new gel nail kit, and it’s amazing, and you have to try it out.” 

 

She just talks about the things she loves, and I take mental notes (i.e. I must buy this asap). 

 

People Talk About What They Love 

 

People naturally share what they can’t stop screaming about. And this is the effect we’re aiming for in our content marketing when we focus on creating sharable content.

 

Take for example the time I finished The Book of Azrael and immediately jumped onto tiktok to record an unplanned (and potentially incoherent) rave about how it’s the best book ever (it really is, though).

 

As I share my love and excitement, the people watching catch that excitement and want to share it with others (while *adding Book of Azrael to cart*).

 

Was I expecting or wanting it to go viral? No, not at all. 

 

It just… did.

 

This is the power of highly sharable content.

 

The Power of Highly Sharable Content

 

If you’ve ever wondered what makes certain content so sharable, take a page out of Abi’s book (seemed like an appropriate metaphor…).

 

When you share something you are truly excited about with your audience, you stir up their excitement. Then you get to sit back as they tell all their friends about it for you. 

 

Some of my biggest growth spurts in my account have happened when I’ve leaned into this often overlooked power. (Or as I like to call it… the Abi effect)

 

Because the thing is, when others share your content to their stories, in a DM to their friends, to their group chat… It acts as free content marketing for your account and increases its visibility by 5x, 10x, or even 100x.

 

What Makes You Share Content?

 

Think of the most recent piece of content from someone else’s account that you shared.

 

(For me, it was this cheeky reel that had me CACKLING by Liz Shipton on writing enemies to lovers fantasy romance. So I sent it to my group chat and bestie, as we do.)

 

What made you want to share it? Was it something you related to? Something that made you think, laugh, gasp, or shed a tiny tear? Something that inspired you to buy one more small town romance book even though your tbr pile is abandoned and dusty?

 

These are all great places to start when creating your own sharable content. Ask yourself what will inspire one of these desires to share in your community.

 

It might be an awkward bantery scene you loved writing, a reaction meme to the Bridgerton carriage scene, or sharing how you quit your 9-5 to become a full-time writerpreneur. 

 

As if someone loving your content enough to share it isn’t enough, shares (along with saves, likes, comments, and time people spend looking at your content) signal the algorithm to push your content to more people. (This is what we call a win-win situation) 

 

Shareable Content Marketing

 

• Educational or informative content (i.e. how to get arcs)

 

• Entertaining or funny content/memes (i.e. Oh no, how did these five books end up in my Target shopping cart?)

 

• Relatable content (i.e. My coworkers can tell how late I stayed up reading by how many cups of coffee I drink in the morning)

 

• Infographic content (i.e. book quotes that will get people swooning or squealing)

 

 

Don’t overthink it! 

 

Seriously, anything that you are excited about and feel your target audience will relate to, find useful, or love enough to share is worth trying. 

 

Recently, I’ve seen a rise in relatablility and entertainment in content marketing. Book memes, reader reactions, Taylor Swift songs in relation to books, swoony book quotes… All of these are in the entertainment category. 

 

Quotes and book scenes are always highly sharable (you’ll notice I’m a big fan of these in my own content).

 

One piece of content I recycle every few months because of its shareability is “How to audit your own bookstagram.” This one hits every time because my target audience is always looking for ways to improve their bookstagram and grow their platform.

 

Remember, experimenting is your friend here. Not every piece of content will perform well, but every single one will help point you in the right direction for future content.

 

Oh, and if you were wondering what that $7 lip mask was- it’s Laniege (I got the tiny travel size).

 

If you are ready to dig deeper into content creation and start building a strategy for reel creation that saves you time and creative energy, Book Reels Made Easy was made just for you. Dive in with nine reel templates you can customize to fit your brand and change up to use over and over again, plus a guide on shooting and using b-roll.

 

I want to know what issues you are running into with creating sharable content, or with your content marketing in general. Email to let me know!