One piece of advice I give to SEO masters is, don't chase after Google's algorithm; chase after your best interpretation of what users want, because that's what Google's chasing after.

Matt Cutts (Google) (2011)

If you offer long-lasting, unique and compelling content - something that lets your expertise shine - people will want to recommend it to others

Listen to the questions people are asking and use this insight to create relevant and recommendable content ideas that influencers will engage with (and which you can encourage them to engage with) so that everyone is inspired to search and share, which will deliver a positive business impact.