How to Create Shareable Content with Ashley Tate and Clifton Flack

Many sessions at SMX Israel focused on content. After all, good, organic content is something that all the Google animals (Penguin, Panda, and Hummingbird) and Facebook’s always evolving algorithms cannot take away.

There was an excellent tag-team in an afternoon session, “How to Create Shareable Content,” presented by Clifton Flack of Universal McCann Search and Ashley Tate of Big Door.

Know Thyself, Know Thy Market, and Spend Wisely

clifton flack, universal mccann search, smx israel
Clifton Flack of Universal McCann Search

Clifton Flack carefully explained some of the psychology behind why we want to share things – to strengthen our social bonds, to define and refine our own identities, and to enhance our status. As marketers, it’s essential that we understand who the targets are, and why they would want to share whatever content we’re creating. And make it easy for them: embed everything with the tools to enable the sharing.

Flack’s message was clear: know yourself and your purpose, know your market, and create what they want! This will make distribution easier, especially when you mix in some budget for promotion and ask for help (such as retweets on Twitter). His stats about people’s time spent on Facebook and Twitter seemed spot on; even non-marketers are highly connected and checking their feeds all the time.

Six Steps to Making Superior Content

ashley tate, big door, smx israel
Ashley Tate of Big Door

Ashley Tate had a long way to travel to SMX Israel, all the way from Seattle, but I’m glad she made the trip! She came armed with a six-point plan to make shareable content a “no-brainer.”

Before even beginning the content creation process, Tate recommends a content post-mortem of what already exists for your brands or clients. Analyze the content metrics, the topics, how it was distributed and how it was received.

A second key point was to create audience personas: who would consume this content and why? (Tate assured me after her session that there could easily be several personas, particularly for larger brands that have many followers that cover a wide range of demographics.)

Tate’s next step was to brainstorm topics, preferably with a nice cross-section of people involved in the brand. This folds nicely into her following point, which was to get support from top level people in the organization – the people who are spending the money for you to spend your time and resources on content creation and distribution! Particularly because the “C-suite” is likely to be well-networked with people who are engaged with your topic – it’s an excellent channel for sharing.

brainstorming content

What next? Tate called it the Holy Grail: a content calendar. It’s a great way to marshal everyone’s thoughts in an organized way, create cohesive campaigns, and generally keep on top of things! She recommended planning one to three months in advance, so as not to miss being newsworthy.

Finally, back up all that effort with smart distribution. Have a plan to share content – and start where your followers are on the social networks.

Who’s ready to start the coffee machine and think about how to get your content to your audience? Do these ideas get you fired up? Let us know!

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About Kate Stern

Kate Stern is a specialist in content writing and editing. Though she is passionate about words and a stickler for grammar, Kate will keep her favorites to herself in favor of following customer style guides! Born in the United States, she moved to Israel with her husband and children in 2009. Said children are redheads, so Kate is used to handling a little sass. Her specialties in the kitchen are soups and cookies, and she enjoys hiking during wildflower season.
Connect with her: Facebook | Twitter | Google+ | LinkedIn


  1. […] strict helps. Whenever possible, cap the hours for reactive marketing. Put proactive campaigns on the calendar. Insist on frequent communications, particularly for large […]

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