One Word: TRUST When you publish content that is so compelling audiences flock to it, they will also share their good fortune of having found it. Sharing increases your message, sometimes exponentially! Sharing seems to fulfill a deep-seated need we all have to be helpful. And when it happens, it is a really good for the brand that created it. Think about who you trust most in your life. Most of us have circles of trust, with the closest circle filled with friends and family. If one of them recommends a product or service, you listen and you value their story. Their story matters.