One of the best ways to build rapport with your base and create shareable content is by making it relatable to the end user. Marketing research has shown that people tend to respond positively to a good story that they can relate to.
When you're developing your content, think about the audience you hope to reach. What kind of struggles might they face, and how can your product or service have a positive impact on their journey? You have to put yourself in the shoes of your customers if you want to find out what kind of content they are more likely to share with their friends. Put some thought into what matters to them, and watch engagement rise.