What is SCO (Shareable Content Object)?

Learn about SCO (Shareable Content Object) and its benefits in marketing and communications initiatives, including increased visibility, improved engagement, better lead generation, and greater brand awareness.

Table of Contents

SCO, or Shareable Content Object, refers to a small, self-contained unit of content that can be easily shared and distributed across the internet. This type of content can include anything from a blog post, infographic, video, podcast, or image, to a product demo or white paper. The ease of sharing and consuming SCOs, providing value to recipients and encouraging them to share, is the key characteristic of an SCO.

SCO (Shareable Content Object)

Benefits of SCO (Shareable Content Object)

The benefits of using SCOs in marketing and communications initiatives are many, including:

  • Increased visibility: By creating shareable content, you can reach a wider audience and increase your visibility and exposure.
  • Improved engagement: By providing valuable content, you can engage with your target audience and build strong relationships.
  • Better lead generation: By providing valuable content, you can encourage people to learn more about your brand or product, helping you generate new leads and customers.
  • Greater brand awareness: By creating shareable content, you can increase awareness of your brand and position yourself as an expert in your field.

Learn more: What is Content Library?

How can you create SCOs that interest your target audience?

You can achieve creating shareable content that interests your target audience and promotes your brand or product/service offerings by:

  • Understanding your target audience: It's important to know what type of content your target audience is interested in, what they care about, and what they are likely to share.
  • Focusing on value: When creating SCOs, focus on providing value to your target audience. This can also be in the form of information, entertainment, or a solution to a problem.
  • Making it visually appealing: Use images, graphics, and videos to help make your SCOs more interesting and engaging.
  • Keeping it short and sweet: SCOs should be short, to the point, and easy to consume. This makes it more likely that people will share it.

What are some best practices for using  SCO (Shareable Content Object) to engage with customers on social media platforms?

Here are some best practices for using Shareable Content Objects (SCOs) to engage with customers on social media platforms or elsewhere on the web:

  • Identify your target audience and create content that emphatically resonates with them.
  • Make sure the content is visually appealing and easy to understand.
  • Use clear and concise language that your target audience can easily understand.
  • Provide value to the customer, such as educational or informative content or entertaining content they can share with others.
  • Optimize the content for social media sharing by significantly including eye-catching visuals and attention-grabbing headlines.
  • Encourage customers to share the content by including social media sharing buttons.
  • Monitor and track the performance of your SCOs to see what resonates with your target audience and adjust your strategy accordingly.
  • Continuously create new and engaging content to keep customers interested and engaged with your brand.

Are there any potential drawbacks to using SCO in marketing and communications initiatives?

Yes, there are also potential drawbacks to using Shareable Content Objects (SCO) in marketing and communications initiatives. Some of the most common disadvantages are:

  • Limited customization: The design of SCOs as easily shareable and reusable can also limit customization for specific audiences or campaigns.
  • Lack of ownership: In some cases, SCOs may be owned by a third-party vendor, certainly, making it difficult to control the content and brand messaging.
  • Limited tracking: Emphatically, depending on the SCO platform, tracking metrics may have limitations, making it difficult to accurately measure the success of the content and optimize future campaigns.
  • Compatibility issues: SCOs may only be compatible with some platforms, devices, or browsers, potentially limiting their reach and effectiveness.

To avoid or mitigate these drawbacks, here are the following recommendation:

  • Choose an SCO platform that offers customization options, such as adding brand elements and unique messaging.
  • Establish clear ownership of the SCO content through a licensing agreement or by creating the content in-house.
  • Invest in a robust analytics and tracking system to measure the success of SCO campaigns and make data-driven decisions.
  • Test SCOs on multiple platforms and devices to ensure they are compatible and accessible to all potential audiences.


In conclusion,  SCOs (Shareable Content Objects) are digital content for easy sharing online. They can also benefit marketing and communications by increasing reach, engagement, brand exposure, and website traffic. However, potential drawbacks include copyright issues and decreased organic reach. To create successful SCOs, a target audience and high-quality, relevant content are important, along with optimization and engagement best practices.

Learn more: What is CMS (Content Management System)?

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