Sharing is Caring: Content That Readers Distribute


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We all want engagement rates that are through the roof. How to get them? It starts with quality content, and from there morphs into delivering the content types readers prefer on the platforms they frequent. Research and consumer surveys do show that some content types earn more user likes, comments, and shares than other content types. A multi-pronged content strategy will reach more consumers than a one-stop shop.


Whitepapers reign supreme as the top content type business-to-business consumers are likely to share. This might surprise some content marketers jumping on the video trend. Buyers relied on white papers when making a purchasing decision 82% of the time. Why whitepapers? The content form centers around solving problems or detailed research in the industry niche. Building in-depth reports on a focused topic requires time. While longer than a blog and well-researched, white papers do not compare to Game of Thrones books: their brevity contains the essential details broken up with attractive graphics and relevant charts. Real estate content marketers: embrace the white paper. Not only do the numbers show they’re more likely to be shared, but use whitepapers to capture contact information as part of the download conditions, building an e-mail subscriber base. Double win.


Professional webinars aren’t related to your college drone fests. These Internet workshops ranked second in terms of sharing. 68% of B2B consumers said they are likely to share webinars, and the content type impacted 78% of purchasing decisions. Inside webinars are different content types: presentations, product demonstrations, educational sessions or discussions. Short or long, public or private, webinars change how we connect with consumers. Saved public webinars are excellent for content distribution and evergreen material. Like whitepapers, use a webinar sign-up to capture lead contact information. Maximize the webinar’s impact by connecting with the attendees afterward, sending follow-up information or inviting to the next session.


We like what we see. Our brains are hardwired to process visual data, which is probably why infographics rank as one of the top types of interactive content created by content marketers. Essentially, infographics are supercharged charts, presented in a mobile-friendly format that makes data-rich concepts easy to digest. After all, people remember 80% of what the see and do versus just 20% of text-only information. Research shows creating infographics increases website traffic 12% faster than those who don’t.

Video Content

The human brain processes video 60,000 faster than text, but that’s the only reason to incorporate video into content marketing. Over 90% of mobile video consumers will share videos. Video increases website traffic, conversion rates, boosts ad engagement, and increase product purchases. In real estate, listings with a video quadrupled the number of inquiries. When it comes to video, certain types perform better than others:

  • Testimonials: Film short, satisfied customer testimonials. Include on website landing pages, on reviews, or distribute socially. Connecting the review with a moving, breathing, real-life person encourages potential buyers to believe the pitch.

  • Tutorials or Demos: Most web queries fall into two categories: entertain me or teach me. Appeal to the real estate consumer with tutorials or demonstrations. Helpful product videos help buyers in the decision-making process.

Join The Content Funnel to celebrate Mashable’s Social Media Day on June 30 at Knotel from 8:45am – 3:30pm! Hear from Boxed, GGP, Grubhub / Seamless, Comedy Central and COHN on the newest digital trends in marketing. Register today!