Some people share content simply because they believe in a person so much, they love them so much, that they want to share their content to support them. This is the exceptional example of a person or company that transcends the content, transcends SEO, transcends social media and becomes a Heroic Brand.
Why it’s a very good sign that people don’t read your content
Mark Schaefer
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When Personal Brands and Company Brands Intersect

This is one of the many benefits of what I often talk about, what I call Personal Brand Representatives (PBRs) who author your brand’s content. They can develop with their personal audiences the kind of trust that Mark Schaefer has with his, making your brand content more likely to get shared.