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The Edge 365

New Thinking that Drives Marketing Results

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  • Jon Rivers

I Didn’t Share Your Content Because… Learn Why

Spiral notebook with light bulbs on a wood background and text saying “I Didn’t Share Your Content Because… Learn Why”

When it comes to social media marketing, if you’re new to the game or not, one essential goal is to make sure you find ways to get other people to share your content with their audience. This is even more critical when your reach is relatively small, or your audience is small because you need to be able to get to a large audience.

Understanding this and then making the necessary steps to make it easy for others to share your content is essential. If you’re finding no one is currently sharing your content, then you need to step back and understand why. Take the time to look at your blog and ask yourself, would you really share the content?

There is a lot of fantastic content out there, but companies just don’t make it easy to share, so many people, in the end, give up and don’t share.

On the other hand, there is a lot of content that is just outright uninteresting and not worth sharing.

Even before getting to your content, there are so many things that can be hindering from me or others sharing your content:

I wasn’t even aware of your content. Did you share it!

When it comes to discovering blogs, the majority I will find through being shared on social networks. I will see most posts on LinkedIn and others through Twitter because I live in a B2B ecosystem.

The most prominent reason why most companies don’t have their blogs shared is that people don’t even know they exist. So if you expect them to be shared, you need to make sure people are aware of them.

So it’s not just about writing amazing content but sharing and distributing the content so that others can find it and share by utilizing platforms like social media.

When I share a piece of your content, it usually means I trust you enough and your opinion with my own audience. Another area that surprises me is that companies can’t be bothered to complete, for example, social media bios, so I understand more about them.

So if you expect me to trust you, you need to make sure it easy for me to understand who you are; otherwise, why would I want to share your content even if it’s fantastic to my audience if I don’t know who you are.

A good trick is to share some easy-to-find information about yourself or your company on your blog.

Your Blog Headline Sucks

And yes, I just said your blog headline sucks. Writing the perfect headline is a science, but getting it right, gets you shares, getting it wrong, then you know what happens, no one wants to share your blog.

When it comes to headlines, I like to utilize CoShedule’s tool, Headline Studio, to help me.

What No Share Buttons!

It shocks me on how many companies don’t merely add share buttons to their blog. I assume you already think that your blog isn’t worth sharing, thus the reason why you don’t have share buttons.

If you want people to share your content, then make it easy for them. Share buttons on your blog are not an option; they are a must. Secondly, you need to have already crafted the social media post to be posted. Don’t leave it empty as if you forgot to complete it.

Where are Your Images?

It’s a proven fact that adding images will drive more engagement, so why aren’t you adding images?


This article is just one of many out there on the best practices on making sure your content gets shared. But before you jump into anything more complicated, make sure you at least check off the basics.

Building relationships and connections with people take time to make it easy to share your content; otherwise, you have wasted a lot of valuable time and energy.

About the Author

Jon Rivers - President Marketing Monarchs

Jon Rivers – Jon has been recognized as a pioneer within the partner channel as a digital marketing expert for his leadership in helping partners develop social brands, marketing strategies, and content to drive successful marketing campaigns.

Before starting Marketing Monarchs, Jon spent many years working in the Microsoft Dynamics ERP ecosystem system. Jon serves on various boards, including Directions North America, IAMCP (International Association of Microsoft Channel Partners), and CMA (Channel Marketing Alliance).

When Jon is not busy running Marketing Monarchs, you can find him Co-Hosting Leadership Goes Beyond, one of the fastest-growing virtual conferences for Leadership.


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