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Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer.
A few weeks ago I talked about why you should post links to your competitors’ content. This week I thought I’d talk about how much you should post their content vs. your own.
How Often Should You Post?
First, let’s start with how often you should post anything on social media. It varies between platforms, but according to this compilation of studies on the subject, each day you should post no more than once on Facebook, 15 times on Twitter, 11 times on Pinterest, once on LinkedIn, twice on Google+, and 1-2 times on Instagram.
That’s a lot of content. If you’re swooning at the prospect of all that time on social media, don’t worry, there are plenty of scheduling services to make sure your posts go up when they need to while you’re busy helping your clients.
You can certainly post your own content multiple times a day (and you probably should), but as I said in my previous post, there are plenty of other reasons for posting others’ content in addition to your own.
No More Than 50/50
I’d say that, on social media, as much as half of your posts can be links to other industry professionals. Of course, the amount each person feels comfortable with will vary, but I would say that anywhere from one third to half your posts should be the absolute maximum you should post links or shares to others’ content.
Put Your Own Spin On It
One of the best ways to post links to others’ content is by putting your own spin on it. Whether you agree with them or not, you should say why you agree or disagree. That way you’re not just directing your followers to your competitors – you’re also demonstrating your own knowledge of the issues and making yourself the go-to source for that knowledge and experience.
Find Your Niche
The first rule of marketing is to find your niche and target it like crazy. There are many advantages to using this strategy, including the fact that it allows you to post content from others in the industry, but who aren’t serving your niche. By posting their content, you’re still demonstrating your knowledge and experience without risking losing customers.
But be careful. If you’re not clear, your followers might get the wrong idea about which niche you’re servicing. Make sure you leave no doubt as to the difference between their niche and your own – and why you can serve your clients better than your competitors can.
Include Their Links In Your Blog Posts
As important as it is to put your own spin on someone else’s content, 140 characters isn’t always enough to do that effectively. You can always post links to others’ content in your own blog posts, and I would argue that’s the most effective way to do it because then you can spend the rest of the post detailing exactly why you agree or disagree with what they said. I recommend including their link towards the top of the post, then fill the rest of your post with your own content.
Filling an entire post with links to others’ content (such as a weekly roundup post) is one way to build an online reputation, but I’m not convinced it’s the best. It’s time consuming, and personally, I never got much traction from it, but results may vary depending on your industry.
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