Find some of your competitors and enter their domains into OSE. What content of theirs is linked to and shared on social networks more than others? Is it a video? An infographic? A post about dinosaurs? You get the idea. Once you know what type of content is working for your competitors, you can work on creating something even better and sharing it out to the same folks that were sharing your competitor's content

Find all the sites that are linking to 404 pages that are on your competitor's sites. Are there a few 404 pages in particular that have a ton of links? If so, create a resource of your own and let the people linking to the 404 page know that their link is going to an errored page, but that you have something better.