Why Aren't People Sharing My Business Content?
You're publishing articles, sharing updates, and creating useful information.
But hardly anyone shares it.
Why do some pieces of content spread across the internet while others disappear almost immediately?
The answer isn't always production quality. It's whether the content gives people a reason to pass it along.
What Makes People Want to Share Content?
People share information for different reasons.
Sometimes it's useful. Sometimes it's surprising, entertaining, or emotionally engaging.
They might share an article because it answers a colleague's question, challenges a common assumption, or explains something better than they could themselves.
The strongest content gives people a reason to say, "You need to see this."
Does It Matter Where I Publish My Content?
Absolutely.
Years ago, BuzzFeed demonstrated how dramatically distribution could influence readership.
During its early growth, BuzzFeed reached 85 million monthly unique visitors. Its success wasn't simply about producing content. It understood how different audiences discovered and shared information.
Jonathan Perelman, then a BuzzFeed executive, explained that different platforms required different approaches.
That principle still matters.
An article written for a professional audience won't necessarily work as a short video or social media post without adapting the presentation.
What Can My Business Learn From BuzzFeed?
You don't need funny animal videos or viral entertainment to make business content worth sharing.
Your customers have questions, concerns, and problems they want solved.
Content that provides a useful answer gives them something worth passing along.
For example, an article explaining an expensive mistake buyers commonly make may be more valuable than another generic post promoting your services.
Useful information earns attention. Relevant information gives people a reason to share it.
How Can I Get My Content in Front of More People?
Start with a strong idea that matters to your audience.
Then develop it into formats suited to different channels.
An article might explain the issue in depth. A video could demonstrate the solution. An audio feature might explore the implications.
Strategic distribution creates opportunities for different audiences to encounter and share that information.
And when your expertise appears consistently across relevant channels, it can contribute to greater recognition and business authority.
Does My Content Need to Go Viral to Be Successful?
Not at all.
A thousand shares from people who will never need your services may be less valuable than a handful of shares among prospective customers and decision-makers.
The goal isn't popularity for its own sake.
It's getting valuable information in front of the people most likely to need it, trust it, and pass it along.
That's how content starts working beyond your own website.
Original reference: Jonathan Perelman, Content Is King, Distribution Is Queen, 99U conference presentation.
