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Content Marketing 101: Creating Compelling and Shareable Content

Content Marketing 101: Creating Compelling and Shareable Content

Are you struggling to create content that captures your audience’s attention and gets shared across social media?

Do you find yourself constantly searching for ways to make your content more compelling and shareable?

Imagine you’re a chef, and your content is your signature dish. You need it to be so delicious that people can’t help but share it.

In today’s digital age, content marketing has become more critical than ever, but the competition for attention is fierce. Just like cooking, great content marketing also needs the right ingredients and technique.

You’ll learn how to identify your audience, craft content that engages them, and use SEO to your advantage.

Don’t just cook; create a feast that’s irresistible to share. Let’s turn you into the master chef of content marketing.

Understanding Content Marketing

Content marketing1 is the art of communicating with your customers without directly selling. Instead of pitching your products or services, you’re providing information that makes your buyer smarter.

It requires deeply understanding of your target audience, needs, and interests. It’s about creating content that resonates with them, solves their problems, and answers their questions.

Now, why should you care about content marketing?

Well, it’s not just about generating leads, increasing sales, or improving search engine rankings. It’s about building trust and fostering relationships with your customers. It’s about positioning your brand as a thought leader in your industry.

93% of businesses2 engage in content marketing, so it’s essential to stand out.

The Importance of Shareable Content

You might be asking why shareable content is so crucial in content marketing.

Well, it’s simple.

Shareable content amplifies your reach, boosts your brand’s visibility, and creates opportunities for audience growth and engagement.

Imagine crafting a brilliant piece of content, but it’s only seen by a handful of people. That’s a missed opportunity, right?

Now, envision that same piece of content being shared across various platforms, reaching countless individuals who could potentially become valuable customers. 

94% of people3 share posts because they believe they could be helpful to others.

That’s the power of shareable content.

Every time someone shares your content, it’s a vote of confidence in your brand.

It’s an endorsement that signals trust and credibility. It’s also a free form of advertising, spreading your message without additional costs.

Now, let’s move on to the steps to create compelling and shareable content as part of your content marketing strategy.

Steps For Creating Compelling and Shareable Content

Identifying Your Audience

Before crafting your compelling content, you need to know who’s on the receiving end.

To make your content shareable, understand your audience.

What do they find engaging? What’s relevant to them?

In addition, you need to know their age, gender, location, occupation, and interests. It’s not just about knowing who they are but understanding their needs, desires, and challenges.

Once you’ve gathered this information, you can tailor your content to speak directly to them, addressing their unique concerns and aspirations.

Utilise tools like Google Analytics or social media insights to streamline this process.

Remember, effective content marketing isn’t about casting a wide net; it’s about catching the right fish.

Understanding Consumer Behavior

Regularly assess your consumer behaviour and take note of their online behaviours.

What kind of content do they consume and share? Which platforms do they use? When and how often are they active?

Delve deeper into your audience’s habits, preferences, and pain points.

Doing so means you’re not just throwing content into the void and hoping it sticks. You’re strategically positioning it where it’ll have the most impact.

Aligning Content With Audience

Now that you’ve grasped consumer behaviour, it’s time to align your content with your identified audience.

Think of your audience as a puzzle. Every piece is unique, but together, they form a complete picture. Your content should reflect this diversity yet maintain a cohesive tone.

Don’t forget knowing your audience isn’t a one-time process. People evolve, and so should your content.

Stay innovative by continually researching and adjusting your content strategy to match your audience’s changing needs.

Crafting Engaging Content

You’ll find that crafting engaging content is crucial in your content marketing strategy.

Indeed, 80% of marketers4 with exceptional content marketing success possess a recorded strategy.

Let’s get innovative.

Think outside the box.

Be creative with your storytelling.

Use compelling visuals, infographics, videos, or podcasts to deliver your message.

Crafting engaging content isn’t a one-time task. It’s an ongoing process that requires continuous testing, learning, and refining.

Making Your Crafted Content More Sharable

Identify Which Platforms To Use & Promote Accordingly

Understanding the platform where your target audience spends most of their time means you set the stage for where you should be promoting your content.

For instance, if your target audience consists primarily of professionals or business personnel, LinkedIn might be the best platform.

Alternatively, if your content is more visual, Instagram or TikTok could be a more appropriate avenue.

Recognise and understand your audience’s demographic and behavioural characteristics on each platform.

Use The Right Content Format For Each Platform

Each social media platform has its own unique audience and preferences.

For example, Instagram favours high-quality, eye-catching visuals and short, snappy captions, while LinkedIn is the destination for industry news, thought leadership articles, and professional networking.

Therefore, what works on one platform may not necessarily work on another.

You need to adapt your content to fit the platform you’re using. The key is understanding your audience on each platform and tailoring your content to meet their expectations and preferences.

Don’t Forget To Engage with Your Audience

Think of your content as a conversation starter.

It’s not just about throwing information out there; it’s about sparking interest, igniting discussion, and fostering a community around your brand.

Engage your audience by making your content an experience rather than a one-way stream of information.

Track your success by analysing the time spent on your content, the number of shares, comments, and likes.

Remember, it’s not just about quantity but the engagement quality that counts.

Ask questions, encourage comments, and stimulate conversations. This won’t only make your content interactive but will also provide valuable feedback.

In addition, consider using quizzes, surveys, or live Q&A sessions to encourage participation.

Measuring Your Content’s Success

You’ve crafted your content and pushed it out into the digital world, but how do you know if it’s truly resonating with your audience?

Don’t just trust your gut feeling – data is your ally.

Companies that boast highly successful content marketing strategies account for 61%4, conduct content audits twice a year at minimum, and have metrics that they use to measure the performance of their content.

What metrics, you may ask?

Metrics such as engagement rate, bounce rate, and conversion rate serve as your content’s report card. They reveal how your audience is responding to your content.

But don’t stop there. Dig deeper.

Dive into your website’s analytics to understand what’s working and what’s not.

For social media content5, look at the likes, comments, shares, and reach of your posts. The bigger the reach quantitatively, the more successful your content.

Discover which pieces of content are driving traffic and which are falling flat. Once you’ve identified these, you can optimise your strategy.

You’ve Got This!

Content marketing isn’t just about creating content; it’s about crafting shareable, engaging pieces that resonate with your audience.

Remember, your content is your voice. Make it loud, unique, and irresistible. Keep innovating and engaging, and content marketing success will follow.

At Grayscale, we believe content is king and that a successful content marketing strategy can help you reach your goals.

From optimising SEO to managing an editorial calendar, we can help you build the right content marketing strategy for your business.

Contact us today by emailing us at to learn more about content marketing services and how Grayscale can help bring your vision to life.



1 Semrush Team. (2023, February 16). What Is Content Marketing? Definition, Importance, & Strategy Tips. Semrush. Retrieved December 21, 2023, from

2 Brooke, C. (2019, June 24). 34 Compelling Content Marketing Stats and Facts. Business2Community. Retrieved December 21, 2023, from

3 Sukhraj, R. (2017, January 24). 28 Little-Known Blogging Statistics to Help Shape Your Strategy in 2019. IMPACT Branding & Design. Retrieved December 21, 2023, from 

4 Semrush. (2023, February 9). The State of Content Marketing 2023 Global Report. Semrush. Retrieved December 21, 2023, from

5 Kaushik, A., & Newberry, C. (2023, August 2). 17 Social Media Metrics You Need to Track in 2023 [BENCHMARKS]. Hootsuite Blog. Retrieved December 21, 2023, from


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