What Does It Mean to Be “Shareworthy” in Marketing?
Have you ever heard the term “Shareworthy?” I din’t coin the phrase; my friend John Starkweather did. The quick definition in relation to marketing: content so good that you want to share it with others; content so good it sparks engagement.
Back in May, John and I sat down for a video interview, discussing many things. This blog is derived from that conversation. Thank you, John, for sitting down with me and for always being willing to bat around ideas with me. Full interview can be found here: https://youtu.be/lGm83fi7nf0
From John’s perspective: Our world is one where attention spans are shorter than ever. One contributing factor to this is advertising. Why? Because by its nature, ads interrupt something. Whether we’re watching tv or scrolling on Instagram or LinkedIn, ads interrupt he activity.
So, if you want to be a great marketer, you need to make your interruption count. Enter the concept of being shareworthy.
What Is Shareworthy Content?
Shareworthy isn’t just about crafting something good. It’s about setting a higher bar—creating something you’d personally feel proud to share with your closest circle. If your content doesn’t spark excitement, curiosity, or connection for you, why would it for anyone else?
This philosophy isn’t just about going viral (which you really cannot create). It’s about respect. Respect for the audience’s time. Respect for their trust. And, ultimately, respect for the relationship you’re trying to build.
The Problem With “Good Enough”
Too often, we see content that’s churned out to fill a calendar or hit a KPI. It’s mediocre, uninspiring and screams, “I just needed to post something today.” This kind of content isn’t just ignored—it’s actively harmful. Why? Because every piece of subpar content chips away at your credibility.
Being shareworthy flips the script. It forces you to ask:
- Does this content genuinely add value?
- Is it informative, engaging or entertaining enough that I’d share it myself?
- Or is it just noise, adding to the clutter?
Why It Matters
In marketing, trust is the currency that matters most. And trust doesn’t come from loud branding or flashy ads. Trust comes from consistently delivering value—so much so that your audience starts to look forward to your content. When your brand is synonymous with value, you’re no longer just selling a product; you’re building a relationship.
The concept of shareworthy content isn’t just for brands, either. It applies to professional branding, too. Whether you’re sharing on LinkedIn, Instagram or TikTok, the principle remains: Be proud of what you put out. Share things that are valuable — that informs, entertains, or connects. Otherwise, why post at all?
How to Make Your Content Shareworthy
1. Start with Value
Ask yourself, “What’s in this for the audience?” Shareworthy content starts with the why. Maybe it’s a fresh perspective, a helpful tip, or a thought-provoking question. If it doesn’t serve your audience, it’s not shareworthy.
2. Simplify Your Message
Don’t overcomplicate it. Your content should deliver its value quickly and clearly. In a world where people are inundated with information, clarity is a competitive advantage.
3. Make It Relatable
The best content connects on a human level. (Remember, I am advocate of #H2H – Human to Human.). That means showing vulnerability, sharing personal anecdotes, or tying your message to universal truths. People engage with people, not faceless brands.
4. Invite Engagement
Shareworthy content isn’t a monologue; it’s a conversation starter. Pose a question, challenge a common assumption, or invite feedback. When you create room for dialogue, you’re building relationships, not just impressions.
The ROI of Being Shareworthy
The return on being shareworthy isn’t just clicks or shares. It’s trust. It’s loyalty. It’s the kind of relationship that turns followers into fans and customers into advocates.
So, the next time you’re about to hit “post,” pause. Ask yourself: Is this content something I’d proudly share with my friends? If the answer is not a resounding yes, it’s time to go back to the drawing board.
In the end, shareworthy isn’t just a content strategy—it’s a mindset. It’s about raising the bar, respecting your audience, and putting your best out into the world every time. Because when you’re intentional about the stories you tell, the relationships you build will follow.
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