Is Your Content Shareable?

There isn’t a lot of authentic content out there these days…this is your ENORMOUS opportunity.

Each time you post on social media, I beg you to ask yourself, “Is this content shareable?”

Other variations of this question would be:

“Do my ideal clients need this content?”

“Do I brag about my expertise or does this demonstrate how I help my clients?”

~Jennifer Gardella, PhD

I’ve been researching on LinkedIn, scrolling each day to find content to share with my network. And I haven’t found much.

It isn’t a lack of content…there is more content being published then ever before.

The problem is that there is very little authentic content aimed at actually helping.

Here is what I am looking for as I scroll:

1. Networking events for my audience of small business owners

2. Hot tips for entrepreneurs

3. Very clever posts that highlight your expertise as you answer a pain point

But here is what I have been finding:

• Selfies - Ok, I’m not kidding here; there is no value. Same with you in front of big signs, on the subway going to an event…blah, blah, blah.

• Team photos or events at dinners - Who does your team help?

• Generic motivational quotes - again, tie it to your expertise.

• AI-generated graphics - don’t post these - talk about inauthentic…

• AI-written posts - again - you can skip these - no one cares - and no one talks with emojis.

• Generic advice - this is your chance to get specific.

• Award wins with no context - WHY did you win?

• Food on a buffet line at an event - like selfies - you can skip these.

• Your kid graduated - belongs on Facebook (sorry, not sorry)

• Golf outing pictures - Who was in your foursome and what did you discuss? What does each person do? Why did you sponsor that hole?

I get it. It is easy to post fluff content and feel like you are doing something. But the truth is, there is no point in posting if your content doesn’t help and point to your expertise.

And many of those posts have a GREAT opportunity to show your expertise.

I know that many business owners and attorneys are complaining that social media engagement is down and the team is frustrated. The problem is not the effort but rather the authenticity and relatability.

When you post engaging content, your network can share it because their networks can use it.

What Makes Your Content Worth Sharing?

First and foremost, content worth sharing is geared toward your ideal client. It solves a pain point, helps them sort through the issue, and then highlights YOUR expertise.

Authentic content:

• Explains mistakes you see and why they are costly

• Tells stories of client work

• Shares how you help your clients.

• Adds your opinion and perspective
  

Note that this is NOT a job for AI.

While AI can assist in your writing, it cannot replace your thinking.

And trust me, we know when you are using AI.

Your content highlights many problems (over and over), but AI-written content doesn’t really offer any expertise, and again, isn’t shareable.

And those AI-generated images? “Forgetaboutit!” says this Jersey girl. They are the worst. At first they look great, but they aren’t unique or authentic either. You just start to look like everyone else.

How do you create VALUABLE content?

The first step to creating valuable content is to go back to your ideal client profiles and their pain points. Ask yourself (and write it down): What keeps my ideal client up at night? Then, every single time you post, answer the pressing question and stress point with your GENUINE expertise.

Next, when you have an idea, ask yourself:

“Do my ideal clients need this?”

“Does this reflect my expertise”

“Can my referral partners share this?”

Next steps

When your content looks common and generic, when you just slap up AI-written posts without any editing, you are just noise. The real goal is to build trust by demonstrating expertise. You want to give people a reason to choose you.

So what is your first step? Create a strategy:

1. Write out your ideal client profiles

2. Determine the pain points of those ideal clients

3. Create an editorial calendar that lists what you are going to post about and how often

4. Write blogs and demonstrate your expertise

5. Share those blogs on social media

6. Create other social media posts

Familiar faces and fun, zippy vibe posts create attention.

Expertise builds authority.

If you are stuck, please book a call with me.

I help you build actual authority, so others know what you do and can comment and share it.