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There’s no question about it: this is the age of social media. If your company doesn’t have a presence on Facebook and Twitter yet, it’s time to get that ball rolling. More likely, you do, and you’re struggling to keep it constantly updated—it’s a job that never ends. But don’t worry: when it comes to social media, you’re not required to post 100% original content all the time. Sometimes it’s as easy as re-posting links to content like news articles and blog posts. Here’s why you should be hitting “share” now and then.

Introduces New Followers to a Topic

When people have recently liked your page or followed your account, they’re probably not coming in completely blind—they most likely already know some basic information about your company and its products or services. So instead of only posting information about things they might know already, connect them with articles that introduce them to a relevant topic. It should have a logical connection to your industry (sharing “10 Things You Didn’t Know About Kanye West” when your company sells camping and outdoor gear will only confuse people), but not directly plug your product.

Refreshes Old Readers on a Topic

Maybe your page has been around for a while now. Try to avoid re-posting links you’ve shared before, but it’s okay to post articles or posts with similar content to ones you’ve posted before (just give it a little while in between, so it acts as a memory refresher rather than a barrage of articles that essentially say the same thing). You could share more specific articles that elaborate on a specific aspect of a topic you’ve introduced in the past, to help older customers achieve a deeper understanding of a subject they already have a surface familiarity with.

What Should I Post?

You want this information to be useful to your readership, but also help out your company. The ideal articles and blog posts to share will do both. Here are a few ideas of the kinds of links you should be looking for.

Ideas for how to use your products—without mentioning your products. So, if you’re still that camping and outdoors company, link to an article about the best foods to cook on a portable camp stove. You sell one, of course, but you don’t need to say that. Your readers are smart enough to figure that out for themselves.

Breaking news that’s relevant to your industry. Are there flash flood warnings along certain areas of the Appalachian trail? That’s something your hikers will want to be aware of. This definitely builds trust in your readership, since they’ll know you’re not just trying to sell them things; you’re also looking out for their well-being.

News about your company. It’s good to show your fan base that other people are writing about your company, so feel free to link to external news sources that are talking about you. We’re not talking about spammy press releases that you hired some SEO company to write, but real, trustworthy sources that your audience won’t have to be skeptical about.

Trends in your industry. What’s this season’s hottest outdoor athletic gear? What are the best materials for tents to be made of? Where are the most popular new camping destinations? Share information that relates to your entire industry, not only your own company.

Navigating social media doesn’t have to be hard. Reposting content is a great, easy way to connect with your readers without worrying about writing an article every day by yourself. Sharing information that’s not just trying to sell something helps you build loyalty and establish legitimacy in your customers’ eyes. So get clicking!