The document discusses what makes content linkworthy and shares on social media. It notes that while shares do not always equal links, links remain an important ranking factor for search engines. It identifies several types of content that tend to be more linkworthy, including strong opinion posts, original research, regularly updated content, answers to common questions, and reference guides. The document encourages creating authoritative content that answers customer questions, offers a strong opinion or counter viewpoint, shares original insights, or provides practical how-to guides. It suggests regularly updated content also tends to perform well for links and shares.