Law Firm Marketing — Why Sharing Other Blog Posts Benefits You More Than the Writer
By: Frank Cordeira Jr.
Tags: Social Media, Content Marketing, Attorney, Lawyers, Personal Injury Attorney

When running a company blog and social media channels, your first instinct might be to eschew sharing posts from other writers or publications because you want your company to be viewed as experts on the products it sells or the services it provides. But consumers and followers often want a variety of voices and perspectives in their social media feeds. In fact, it’s common for businesses and brands to share other writers’ blog posts. Think of it like writing a research paper in school. You presented your own ideas, but you backed up those ideas with facts from experts. Today’s companies do the same thing to show they’re keeping up with research and trends. With that in mind, here are some tips for finding the right blog posts and articles to share with your followers and potential customers, and how this will benefit you in the long term.

Make Sure the Blog Posts and Articles Are Relevant

It may be tempting to share or retweet anything that seems remotely related to what you do as a business or brand. However, you need to keep in mind that sharing articles or blog posts that are only tangentially related to what you do may confuse your audience, as they will not be clear on what products and services that you provide. Staying on brand or on message is essential to building your reputation via social media, so make sure that everything you are sharing reflects your values as a company and builds your authority in your chosen area.

Credit Other Writers and Develop a Guest Posting Relationship

When you share another writer’s content, it’s important for you to credit that person or the publication in which the content appeared. Failure to do so will make it seem like you’re stealing the person’s content or that you neglect to properly attribute work.

Crediting the writer also engages the person and shows that you’re listening to what others have to say about the subject and want to be part of the conversation. When sharing a writer’s blog post to your Facebook page, LinkedIn profile, or Twitter feed, be sure to add your own comment and monitor your social media outlets to answer any follow-up questions that people may ask in response. You should also hashtag the post with relevant keywords, so people who are searching them will find your company’s content. It will also help with engagement.

That being said, the best way to continue a relationship with the writer is to build a guest posting relationship that allows you to write a post for his or her blog. If you write something educational, interesting, and entertaining, you may be able to tap into the writer’s following and extend your reach beyond your company’s blog and social media pages.

If you keep these tips in mind, you will have great success in sharing other writers’ articles and blog posts, and you’ll build authority for your business or brand.

Happy Hunting!

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Nick Werker

Nick is the Head Content Strategist, Social Media Manager, PPC Campaign Manager, and the Executive Head Writer at Ring Savvy/Answering Legal, Inc. Nick’s talent for story-telling enables him to write and recognize the type of content users want to read.