Consuming and sharing content normally creates an emotional benefit, not a financial one. Hence the obstacle: companies try to use content to create financial benefits for themselves instead of emotional benefits for their readers. This completely overturns the traditional business view of what content should accomplish.
Studies show we’re hard-wired to talk about ourselves. Around 50% of what people talk about on social is ‘me‘ focused, and it’s not just vanity (although there are an ENORMOUS number of selfies and/or pictures of the food in front of you out there, but I digress…). Harvard neuroscientists Jason Mitchell and Diana Tamir discovered that disclosing information about ourselves is intrinsically rewarding. They found that sharing personal opinions activates the same brain circuits that respond to rewards like food and money. So how do you climb aboard those conversations?