The survey shows that four out of five marketers cited social sharing as a distribution channel used for content marketing. This is the second-highest percentage of respondents, trailing companies’ own websites.
In terms of what content social users share the most, informative or educational items win with 38% of respondents. Funny or entertaining content ranks a close second with 35% of respondents. No other content type comes close after that, with response rates for the rest falling at 10% or below.
For marketers looking at social networks to amplify their messages, it is clear that they must make their messages informative and educational or funny and entertaining. The latter is generally difficult for companies and brands to pull off, leaving informative and educational as the best option.
That’s where high quality content marketing comes in. With so much noise on social networks these days, content that is not exceptional is not shared.