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Why Are You Making Your Content So Hard to Share?

Content Marketing

Why Are You Making Your Content So Hard to Share? image detour 290x300You and I both know that content is great on its own, but it has a purpose. Your content generation budget shouldn’t be just a money pit, it should be returning some serious ROI. And how does it do that? By going out there and bringing you back some serious traffic. Then, converting that traffic once it gets back to your site. So….

Imagine 20, 40, 600 people (whatever your current daily traffic) hitting your site and absolutely loving your content. They do! They open up their timely.is or hootsuite or whatever dashboard and they are all about sharing it.

Until…. they see this:

Why Are You Making Your Content So Hard to Share? image share how 300x152

Or

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Why Are You Making Your Content So Hard to Share? image Share how2 300x169

I don’t mean to point out any specific sharing plugin, just any of those that make it harder for the person who is doing exactly what you want them to do by trying to share your content.

Being signed into your twitter is one thing; having to allow access to a third party plugin or fill out an extra form? That’s annoying.

Why put a roadblock up?

Whether it is fitness, your personal finances or sharing your content – you want to get rid of any unnecessary bumps in the road, especially if you are depending on the kindness of strangers to do something on your behalf.

The irony is, I find the worst offenders of this have 16k options to share their content, but all of them are annoying. For example, they will have one plugin at the bottom, plus some moving slider options, plus those at the top and a membership area. I can only imagine the site owner is banging his head against the wall and wondering how people could miss the opportunity to share his or her stuff.

I wish I could scream this into a megaphone: “It’s not them, it’s you! You’ve made it too hard to share your content!”

Another common problem I find is the sites that have no easy sharing options at all. They’ve gone in the complete opposite direction. They have amazing posts but you have to copy/paste the url, title (or write your own lead in, which should be the only thing you have to do) and hunt down their twitter ID so you can properly give a “via @_____” credit.

And of course, that’s bad enough when they have their “follow me” twitter profile in the sidebar. Sometimes you have to go searching around their site to find their handle. Annoying.

I’m sorry this post is such a rant, but it just kills me every morning when I am doing curation for our social feeds. It’s to the point that I’ll read it, I’ll love it; but I am not sharing it if you make me work for it. And, I’m a very passionate girl – you want me sharing your stuff!

Of course, I am sitting here ranting as if I don’t know the real reason. I do. You want to have the fun statistics. You want to know how much your stuff is shared and you want it in a pretty little dashboard so you can look at the spikes.

I have a suggestion: how about you do the work instead of me? You find a way to track your shares without the roadblock. I promise you’ll have more shares to track if you do!

I want to give a big old shout out to Business2Community because they have not only made sharing as easy as possible, but they are one of the very rare sites that have found a way to give credit to post authors in addition to their site.

Now, when you press the twitter share option on one of my syndicated posts, you see:

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Thank you Business2Community! Even some of the very top shelf sites don’t do this. I don’t want to point them out, but you can find them for yourself.

Moral of the Story

You’ve put incredible time, elbow grease and money into creating great content. Kudos! Now, you want that content to spread its wings and bring back clients. Open the gate, and let the sharing begin!

Here’s a very easy way to check the roadblocks of your site. Use a browser that is uncommon to you. This might be Opera or Internet Explorer (for those Firefox fans) and open a page to your site. Now, try to share it. If it asks you to sign into Twitter, you’re golden. If it asks you for any type of “permission” or “sign up” stuff, take an inventory of your plugins.

In this post I focused on Twitter, but what other platforms are giving you grief? What’s keeping you from sharing content?

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