Content remains one of the fastest-growing areas of digital marketing. It is what defines your brand and lends personality to it. Original content affords the opportunity to add personality to your brand. And the reason why sharing matters in brand building is that followers can become evangelists, vounteers — and de facto extension to your promotion team.
Being that your brand already publishes content of its own, which it should, you might be wondering why sourcing and sharing external content is also important. In today’s highly social media- and sharing-driven world, there are plenty of important goals you can fulfil through content curation.
#1. Growing Your Audience through Sharing
Vanity is rife in the world of social media, and the business world is certainly not immune to it either. However, no one likes self-obsessed brands, just as they don’t like self-obsessed individuals. No longer can brands get away with just talking about themselves, and the days when outbound marketing ruled the digital space are long behind us.
By sharing content belonging to other brands and individuals, you’ll be in a better position to grow your audience and, of course, encourage reciprocation. One only needs to look towards a good social media company profile for an example of how you can build followers by sharing their posts in the first place.
#2. Developing a Reputation
Thought leadership is more important than ever, and this is best achieved by showing your audience that you know what makes them tick. While your company also needs great content of its own, and should also have its own story to tell, it’s also important to carve out a section in the industry itself.
By sharing other people’s content, you’ll be better equipped to showcase your brand in the context of your wider industry. Just as people judge others based on the company they keep, so too is your brand’s reputation partly shaped by the content it shares and the people it associates with.
#3. Establishing Consistency
Consistency is one of the most important attributes of any social media marketing campaign. It’s a highly dynamic and fast-changing world where people can easily forget about your brand if you step out of the limelight — for just one moment As such, you need to be in the habit of posting consistently and regularly.
No matter how big your marketing team, it’s neither practical nor desirable to do everything on your own and, sometimes, it’s good to have a fresh perspective anyway. By curating and sharing other people’s content that’s relevant to your industry, you establish your company as a voice of authority — one that can identify valuable content vs. fluff.
So become an authoritative through voice and be victorious where you stand!