As a blogger and digital marketer, you can’t just share your own posts constantly. Rather, you might find yourself becoming a sort of content curator for your audience that tries to provide interesting, relevant content. And that means also sharing other bloggers’ work. But what do you do when you encounter your competitors’ content in the online world – and it’s too good not to share?
At times, your competitors will create a new piece of content that is really good and worth sharing. And when you instinctively find yourself hovering over the share button, you’ll probably start hesitating a bit – should I be sharing this? Should I be linking to it on my blog? Won’t it drive traffic away from me, and directly to my competitor? Can this cause me to lose potential readers and customers?
That reaction is perfectly normal – after all, it feels completely counterproductive to promote your competitor in any way. That said, in some cases, doing so could actually work to your advantage.
Build Trust and Loyalty with your Audience
Content marketing and blogging has grown a lot over recent years, and building a strong relationship with your readers that is based on trust is very important.
In order to get that trust, you need to post valuable, relevant content regularly – and make sure that any other content you share has the same qualities as the one you post. That way, readers will keep coming back for more information, and could potentially become loyal readers and sharers.
So when you share your competitors’ content you also show that you’re not biased when you come across great content. Your readers will know that you’re not just interested in making sales and promoting yourself and that you’re putting them first when it comes to the content you provide.
It’s also very possible that your readers have already heard about your competitor, and maybe even saw that particular post being shared before. If that is the case, then you sharing your competitor’s content will make you seem even more self-assured – and they might not even click on the link.
Show Confidence in Your Business
Sharing your competitors’ content can show your followers and clients that you are confident in your own business and the product you’re selling. If you’re linking to a competitor on your blog (or to any website really), make sure the link will open in a different tab, so that your readers aren’t taken out of your website. If they are, there’s a big chance they won’t be coming back, especially if the new web page has caught their attention.
Get Shares Back
By linking to others’ content, you increase your chances of getting some backlinks in return. This could even work with your competitors, especially if they notice a reasonable amount of traffic coming from your blog. Most blogs and businesses in the online world prefer to share the love, so next time you post something great, they might link to it on their blog. It’s almost like an unwritten rule in blogging: you do something nice for another blogger (i.e. link to their posts, share their updates, etc.) and he or she will do something nice for you in return.
I often share my competitors’ content when they post something good. I’ve found that most of them also share and link back. Over the years I’ve built great relationships with several of my competitors. It never hurt my brand or business.
Learning From the Competition
Whenever your competitors post something great, use the opportunity to learn something from it. What makes that particular post great and worth sharing? Can you use the idea they brought forward to further expand on it? Is it getting a lot of shares and engagement on social media and their blog? And if so, why?
You can always learn a lot from your competition, and it helps to keep a close eye on their activity – blogging, social media, online ads, etc.
It’s a good way to get a better insight into your audience and what they like to read and share, and what makes them engage more. By understanding your audience better, you’ll also get more ideas for future content that your readers will love – and who knows, your competition might have to share it!
When Not to Share
It doesn’t mean that you should be constantly sharing your competitors’ posts or mentioning/linking to them on your blog. Make sure the content you’re sharing isn’t directly promoting the product or service that your competitor is selling.
Try to only pick only the best pieces of content. The ones that you think your audience will appreciate seeing. You don’t want your readers to be reminded of your competitor constantly – or of how great their products/services are.
Competition in the online and blogging world is not as cutthroat as one would think. Sharing your competitors’ content can have a lot of benefits, and not as many drawbacks as you’d expect if any. It shows:
- You’re confident in your work and not scared of the competition
- You are loyal to your readers and followers, and always sharing the best content available, no matter who wrote it
- Increases your readers’ loyalty to your blog, business, and brand
- It’s possible to get shares back from the competition that can get you more traffic, shares, and engagement
Sharing your competitors’ posts can be beneficial to your business, so long as you make sure not to overdo it. Never share content that promotes their products or services.
Are you sharing your competitions’ posts and updates? How has it affected your blog?