Let’s face it — everyone wants to be the smartest one in the room. People respect people who know what they’re talking about. They want to do business with those who are not only knowledgeable about their product or service but can also teach them a thing or two.

That’s an important objective for the content you create or share. Compelling content should engage your reader, build your authority as an expert in your field, and encourage people to share what they’ve read with others. And the more your content is shared, the more traffic you’ll get to your website or social media, thereby elevating your standing.

So what can sharing content do for you as a professional, independent contractor, or business owner? How does this activity enhance your brand? You have to have a strategy to attract people, and your content can help you do just that.

Here are some of the main reasons why you should be sharing content for your business no matter what role you might have:

1. To Stay Engaged with Others

The best way to attract and retain customers is to engage them in your business and make them feel like they are more than just a customer or a targeted prospect. Don’t come across as too pushy, rather make them feel that you are invested in their success. Social media content is a great way to stay engaged with your audience in a more frequent manner with ‘snackable’ content that can be both informative as well as educational.

2. To Enhance Your Brand

Your brand image portrays everything you want customers to know about your business and why they should work with you. Brand image is more than just a logo and tagline. It’s the way your customers or prospects perceive you personally and your business in general based on what you share and how they interact with it.

3. To Build Your Authority

Whether you are a large enterprise business or a solo professional, your customers and prospects are trusting you with their most important asset — their time. So they want to know that you know what respect it. Sharing informative content with your audience can build your authority as an expert in your field and show that you are on top of your market segment. Consumers like to work with professionals who they perceive to know what they are doing.

4. To Build Trust

Building trust goes hand in hand with building authority. People trust those who have established themselves as knowledgeable in what they do. Make sure you only share content that is safe, relevant, and not spammy. People consider the type of content you share when determining whether to trust you.

For example, a financial advisor that proactively sends content based on their knowledge of a customer—such as college planning information to someone whose child just graduated 9th grade—can show that they can be trusted to be on top of the necessary information that most people don’t know about. On the other hand, content that has no relevance to the recipient erodes this trust.

5. To Educate Others

Having knowledge and expertise in your area of business is good, but being able to educate others is even better. When people search on Google, they usually do so by asking a question. For example, they are more likely to search for “how to save for college” than just “college savings.” So, if you’re in the home improvement business for example, sharing a post on “5 smart ways that technology can make your home life better ” can educate the reader and also position your business as the place to go for help with the specific services you offer.

You stay ahead of the game by sharing informative, smart content that helps educate your prospective customers. Teaching people something they don’t know also helps build your authority.

6. To Make an Impression (and Maybe Show Off a Little)

Have you or your business received some kind of recognition or award? Then, by all means, brag about it; just be careful not to come across as too arrogant or boastful. By sharing content about your accomplishments, you invite customers to join in your triumphs.

7. To Keep Others Informed of Your Activities

Sharing content can also be a great way to keep your customers, prospects, and general audience up-to-date on what’s going on with your business activities. For example, you can put the word out that you are hiring or that your hours have changed for the summer months, or you can notify them that you are back in the office full time.

All in all, having an effective content-sharing strategy is crucial in this digital age where more people are turning to the internet for answers before they contact or hire a professional or do business with a company.

Sharing compelling content can help you:

  • Stay engaged with others
  • Enhance your brand
  • Build your authority
  • Build trust
  • Educate others
  • Make an impression
  • Keep others informed of your activities

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