Is Original Content the only way to communicate your expertise? An argument for sharing.
Blogging, guest columns, Tweets, Google+ posts – the internet offers an endless array of opportunities for business professionals to express opinions and make recommendations. Publishing original content can certainly showcase your expertise, not to mention improve your website’s SEO by keeping your website relevant and building links to your site. But any good online communications and social media strategist should recognize there are benefits to sharing other people’s content as well:
- Expand your position as a trusted source: Audiences may already rely on your original content to acquire valuable information. But if they know they can also trust your suggestions about other useful content, you’ve enhanced your stature as a dependable resource. After all, no one can identify and absorb all the relevant online information on their own – so add “recommendations” to your content offering.
- Do unto others … and build a strong network: When you share content the originator will be aware of your generosity and quite often opt to reciprocate (who doesn’t like to be appreciated?!). As a result, content you’ve authored is shared with a wider audience, and there is an opportunity to establish ongoing connections with other experts.
- Get engaged with the community: The goal of social networking is not to collect the most number of connections and proclaim “I WIN!” Interact, even to the smallest extent, or your connections will quickly disregard you. After all, it is a social gathering – so don’t bother going to the party if you’re just going to sit in the corner by yourself. Comment on other people’s posts, recommend news articles, ask questions – engage!
- Save time: Producing original content requires a significant time investment. And although it also takes time to consume media, the ratio isn’t even close. So skip writing one or two scheduled blog posts each month and instead spend that time exploring and sharing other experts’ content. Who knows, you might unexpectedly learn something!
In the spirit of sharing, here’s a link to an interesting infographic from AddThis about the days and times when people most often share content. This is valuable information for companies looking to make their brands as interactive as they can be.
What are your thoughts and experiences regarding the benefits of original vs. shared content?
