The Magic of Content People Share

Creating content people can't wait to share with others would feel amazing, right?! So today I'm going to show you how you can do it. 

But first, it's important to be aware that to build a personal brand that has commercial impact you need to create content that keeps you:

VISIBLE (front of mind),

FINDABLE ( so you're found when they’re looking for what you do),

SHAREABLE (fans promote your stuff).

But yes, they work hand in hand, and of the three, the one with the highest “impact weighting” is Shareability.

So that's what we're going to do do a deep dive into today!

Shareability brings unparalleled advantages. It allows your ideas and your presence to permeate new and diverse audiences by leveraging other people's platforms, extending your reach and impact exponentially.

This includes you sharing your ideas with other people's audiences through:

• Media & PR
• Guest Articles
• Keynote Speaking
• Podcast Guesting
• Publishing Books
• Workshops & Events

These avenues provide you with an invaluable opportunity to showcase your expertise and reach audiences that are otherwise outside your immediate sphere of influence.

But before you can effectively share your content on these platforms, you need to establish a strong foundational presence of your own.

Building Your Own "Good Stuff"

Before others share your content, you need your own "content stable".

Consider this your ticket into the arena.

No one's going to vouch for you if you haven’t laid the groundwork yourself.

Here's are the four "unspoken" things your own "content stable" communicates that amp up your sharability appeal:

Credibility: The Safe Bet

Credibility begins with a track record that proves you're reliable, original, and valued by your audience.

Establishing credibility ensures that when others share your content, they are confident that you can deliver on the promises you make.

Credibility means:

• Developing a solid portfolio of work that demonstrates your expertise.
• Gathering testimonials and endorsements that vouch for your quality.
• Featuring case studies and success stories that highlight your impact.
   

Clarity: Knowing What You’re Known For

Visibility isn’t enough. You need clarity – being known for something specific. Clarity will make it easier for other platforms to understand why you matter and where you fit within their ecosystem.

Questions to solidify clarity include:

• What is your core message?
• What distinctive value do you bring to your audience?
• How do you differentiate yourself from others in your niche?

Currency: Keeping it Fresh

The world of content is ever-changing. To remain relevant, your content needs to always offer fresh perspectives and ideas. Currency in your content involves:

• Regularly updating your insights in response to marketplace shifts.
• Bringing new, innovative concepts to the table.
• Avoiding the repetition of worn-out ideas that bore your audience.

By proving that your intellectual property is constantly evolving, you become an attractive choice for others who want to share cutting-edge knowledge with their communities.

Commitment: Showing Dedication

Building and maintaining a personal brand isn’t for those looking to make a quick buck. Commitment is a hallmark trait that shows you're in for the long haul. This includes:

• Consistently producing high-quality content.
• Engaging with your community and fostering meaningful connections.
• Demonstrating a sustained effort in refining and growing your brand.

Commitment reflects your seriousness and assures those who share your content that you're not just another trend-chaser.

What makes the best Shareable Content?

To make your personal brand shareable, remember that it's not just about putting out more content—it's about putting out the right content in the right way.

It’s about melding your authenticity with strategic planning and staying consistent while adapting to new trends.

Here are three things that I recommend paying attention to if you want to build the type of brand that’s people are excited about sharing.

Embrace Your Uniqueness - Don't be Shy, and Show it Proudly

In a world saturated with information and choices, standing out becomes a vital asset. Your distinct voice, innovative ideas, and unique experiences are what set you apart from others in your field.

Don't shy away from what makes you different—embrace it, celebrate it, and let it shine through your content. This distinctiveness becomes your brand's signature, a compelling reason for others to share your work and amplify your message.

If you’re not sure what yours is and how to communicate It elegantly, my Marketing Me® Experience will help you with that and get you clear and confident around what yours is, within a few weeks!

Invest in Quality - Substance, Style and Structure

High-quality content is non-negotiable if you want to be shared. Whether it’s blog posts, videos, ebooks, or social media updates, ensure that every piece of content reflects professionalism.

Double-check for errors, and make sure it’s well-written and recognisable as you – and visually appealing.

If you've got lots of ideas and unique IP but you struggle putting it into a cohesive and compelling marketing content on a regular basis, feel free to let me know as I have a unique and powerful invite-only solution that helps experts, speakers and authors do that too.

(You won't see me talk about this publicly, as it sits behind some big names in the marketplace, and is still in the early stages, but if you feel like you have a lot of original material and you're not maximising it or getting it out into the marketplace like you know you could be - feel free to ask me about how to create human-friendly marketing content that's AUTHENTIC. ALIGNED. AUTOMATED and ticks the quality box - or in the actual words of clients, is "freakishly good")

Leverage Emotional Connection

Content that resonates on an emotional level tends to be more shareable. Use storytelling techniques to craft narratives that your audience can relate to. Emotional resonance can be triggered through:

• Personal anecdotes that offer authenticity.
• Relatable struggles and triumphs.
• Motivational and inspiring messages.

When you combine quality with emotional resonance and a genuine commitment to your brand’s mission, you create content that’s not just engaging but truly impactful.

The best part?

You stay true to who you are while reaching more people than you ever thought possible.

Authenticity is magnetic, and in the world of personal branding, it’s your greatest asset. Keep pushing boundaries, keep sharing stories, and watch as your brand becomes a beacon for those seeking genuine connection.

When you hit that sweet spot, your content won’t just be seen—it will be shared, remembered, and cherished.

Your next phase begins now.  

Transforming your brand into a shareable powerhouse doesn’t happen overnight, but with dedication, clarity, and a consistent focus on quality, you’ll get there sooner than you think.

Keep your eyes on the horizon, embrace the uniqueness only you can bring, and let your passion lead the way.

You have the power to influence, inspire, and ignite change in your community and beyond.

So go ahead—create, share, and shine.

******
 

ABOUT THE AUTHOR

Nina Christian is a Marketing Futurist & Global Marketing Mentor who helps people do their marketing in a more human way. 

She is a Certified Practicing Marketer (CPM), Life Member and Fellow of the Australian Marketing Institute & AMI State Chair (Vic) and for 20 years was director of Braveda (Winner, Best Marketing Agency, Australian Marketing Excellence Awards).

Several years ago Nina saw the world of marketing shifting – this time as people became their own brands.  With this, she created a new business as a thought leader, combining her expertise in brand building with personal positioning, resulting in a breakthrough praxis known as Marketing Me™.

She has a knack for simplifying the complex which comes from being a hands-on mum to five children, and uses this to turn time-sucking activities into easy-to-follow systems and processes that make a lot of sense and get outcomes fast.

There are different ways to work with Nina based on your situation and organisation size - with all of them you'll see rapid transformation and tangible outcomes fast. Book a chat with Nina here.