How does content get shared? How does it get tweeted and retweeted? And why? There are many ways and no one size fits all answer. So, we asked six of the most social-shared marketing experts to share their views and recipes. Check out what Jay Baer, Lee Odden, Shelly Kramer, Michael Brenner, Mark W. Schaefer and Mack Collier responded. Bonus: the SlideShare success recipe of Doug Kessler. Offered by the Content Marketing Conference Europe.

1. Content Sharing
Success Recipes
From six of the most socially-shared
(and a seventh bonus expert).

2. Brought to you by the Fusion Marketing Experience and the contributors to this eBook
who were kind enough to share their views and advice.
“Share your knowledge.
It is a way to achieve immortality.”
― Dalai Lama

3. Good marketing content serves a purpose and strives for mutual value: for
the audience and the business. It requires a clear understanding of what
people want.
However, just creating content isn't enough, no matter how effective and
enchanting it is. Distribution - to use an old broadcasting term - is key. The
right content and information in the right format across the right channels to
the right audiences. Ideally at the right time…
Social plays a huge role in the ways content gets shared and seen. As Brian
Solis said at a Fusion Marketing Experience event: "talk to and though your
audiences". Understand the needs of the audiences of your audiences first.
So, how does content get shared? There is no simple answer.
Introduction
We asked six of the most socially-shared marketing experts ( + 1 bonus).

4. Clarity, real needs and terrific headlines
Two tips here. First, understand with extreme clarity for whom you
are creating content, and what their REAL needs are.
For example, nobody needs socks, they need their feet to be less
cold. That's why much of the best content isn't about products and
service precisely, but is about larger (yet still relevant) topics. This is
the magic of marketing sideways.
Second, the unit of attention continues to shrink. If you want your
content shared, you need to invest considerable time in crafting
terrific headlines.
Jay Baer
'The unit of attention
is shrinking'

5. NY Times best selling author, marketing consultant, keynote speaker. President of
Convince & Convert. - @jaybaer
First, understand with extreme clarity
for whom you are creating content,
and what their REAL needs are.
(Jay Baer)
Jay Baer

6. The four steps of getting your content shared
First, create content worth sharing. Content that is thoughtful
about providing useful information for a specific audience is far
more likely to be shared.
Second, it's important to develop networks and channels of
distribution. Social Media provides opportunities to develop these
types of networks, but it takes time as does the growth of an email
list.
Third, you can pay your way to exposure through search and social
advertising as well as sponsorships and editorial based advertising.
Fourth, connect with individuals and communities that already
have an audience and find a way to use your content to create
value for them. If you can accomplish that, they will share like
nothing else.
Lee Odden
'Connect with
Individuals and
communities'

7. It's important to develop networks
and channels of distribution.
(Lee Odden)
CEO: @TopRank Online Marketing. Author, Speaker & Consultant Focused on
Content Marketing, Social Media, PR & Search - @leeodden
Lee Odden

8. Build relationships with information
In 2006 there were 35 million blogs, today there are 237ish million.
There's a lot of noise and everyone is clamoring for attention by
way of content.
What I tell people is that writing content is the easy part, getting
anyone to read it takes skill -- today more than ever. Start by
building your networks before you need them. A great network is
exponentially more valuable than a killer blog post that nobody
knows exists.
Also, remember two things when it comes to the creation of and
sharing of content: that you get what you give and nobody wants
to be marketed to. Write to serve your audience, build relationships
with information, put people first. That's a winning equation.
'You get what
you give. Nobody
wants to be
marketed to'
Shelly Kramer

9. A great network is exponentially more
valuable than a killer blog post
that nobody knows exists.
(Shelly Kramer)
Marketing/brand strategist, idea generator, digital content magician, scribbler,
information junkie. v3im.com - @shellykramer
Shelly Kramer

10. Focus on the real goals of your content
I have found that focusing just on getting your content shared can
be a tricky and even dangerous proposition.
I think it’s important to focus on the real goals of your content
(engaging a new audience, driving your brand affinity for a topic,
etc.).
Then social sharing should be an outcome of creating content that
matches the goal, not the goal itself.
So the answer is really simple: create content your audience wants
and if they like it, they will share it.
Michael Brenner
'Social sharing
should be an outcome
of content that
matches the goal'

11. Create content your audience wants
and if they like it, they will share it.
(Michael Brenner)
Vice President of Marketing and Content Strategy @SAP. Managing Editor for
@Biz_Innovations. Speaker, Author and Blogger @Forbes and @B2BMKTGInsider
- @BrennerMichael
Michael Brenner

12. Don’t overlook the “network” dimension
It is a very complicated question because there are so many factors
that weigh into a decision to share content.
Obviously, the content must be share-worthy. But beyond that, you
must actively, systematically, and continuously work to build an
audience who has a propensity to share your content.
That is not a quick or easy thing to do. Most people get "content,"
but few understand "network" -- the second critical component of
a social media strategy.
Mark W. Schaefer
'Work to build an
audience who has
a propensity to share
your content'

13. Most people get "content,"
but few understand "network"
-- the second critical component
of a social media strategy.
(Mark W. Schaefer)
Chieftain of the blog {grow} and social media bouncer. Consultant, educator,
podcaster, author of Return On Influence, Born to Blog, and The Tao of Twitter -
@markwschaefer
Mark W. Schaefer

14. Religiously track
If you want to learn how to make your content that gets shared
more often then you need to create more content. I can give you
many tips on creating more shareable content, but the best way for
anyone to learn how is to do.
You need to start creating content, the sheer act and repetition of
content creation will lead to many insights on why some content
gets shared and most does not. For example you may write 25
blog posts and none of them get over 5 retweets on Twitter, but
that 26th post gets over 100 RTs.
Why? You need to look at that 26th post and try to figure out what
caused it to get shared while the other posts did not.
My advice is to start creating content and religiously track how that
content is shared.
Mack Collier
'Track how that
content is shared'

15. The sheer act and repetition
of content creation will lead
to many insights on why
some content gets shared
and most does not.
(Mack Collier)
Helping companies Think Like a Rock Star & with a Southern accent. Founder of
#Blogchat - www.mackcollier.com - @MackCollier
Mack Collier

16. How SlideShare presentations go viral
We asked Doug Kessler what makes his SlideShare presentations
go viral in an interview at the occasion of the Content Marketing
Conference Europe where Doug was a keynote speaker.
Doug Kessler: I could post-rationalise and make all our lucky
moves sound like strategy, but — what the hell, I will:
• Grab a timely issue that your target audience really cares about
(it helps if you ARE your target audience. WE write for fellow
content marketers).
• Focus on one story within that issue. One angle. One spin.
• Give it some attitude and energy.
• Have fun.
• Do a dozen or so rewrites to tighten it up.
• Get a great designer to make the story leap off the page.
• Most of all, treat SlideShare like a medium not a place where
decks go to die.
Bonus: Doug Kessler
'Grab a timely issue
your target audience
really cares about'

17. Focus on one story within
an issue your audience cares about.
One angle. One spin.
(Doug Kessler)
Creative Director & Co-founder of Velocity, B2B marketing agency to the stars. I tweet on content
marketing, B2B copywriting, social media, tech marketing...@dougkessler
Doug Kessler

18. #fusionmex
Content Marketing Conference
Europe 2014
Creating business value through
customer value using content marketing.
By J-P De Clerck - founder Fusion Marketing Experience
Vector image: Shutterstock - Copyright: venimo