One important aspect of creating a strong online brand presence is the content you share. There are many different platforms you can use to share information: LinkedIn, Facebook, Instagram, Pinterest — the possibilities are seemingly endless. The vast world of social media may be overwhelming, but with some trial and error it is possible to discover a formula that works for your organization. When determining a content-management strategy, it is good to consider both the type and the amount of content being shared. These guidelines should help you get started or improve the process you are already using.

    About 30 percent of the content you share should be your own original content.

    Original content can include your own blog entries, photos from organization events, videos or presentations you created. All of this content will give your audience a clear picture of who you are as an organization, your culture and your values.

    Thirty percent may not seem like a large number, but original content can be difficult to create and requires a large investment of time and resources. You want to share just enough original content to make your audience feel that they are getting a behind-the-scenes peek into your organization. 

    • What materials already exist in your organization, or could easily be created, that would be a source for original content? For example, do you have a company website where you regularly post articles and information about the industry? Is there a person in your office who frequently takes pictures at company events? List three sources that you can begin to draw from for original content.
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    About 60 percent of the content you share should be curated content that will be valuable for your audience.

    Curated content is created by someone else but still provides information that is relevant to your industry, your brand or your audience. While you do not own the content, it can still draw a lot of attention to your organization by keeping you engaged with the latest topics and involved in the most relevant conversations. There are many places to find curated content — both free and premium. Before seeking out content on your own, check with your home office. They may already be using a content provider that is available to you.

    Finding the curated content is only the first step. When sharing this content on any platform, it is important to do more than just post the link to an article or information. Add your own personal touch by sharing how this information relates to your office, your industry or the people in your audience. 

    • Think about some of the websites you regularly visit to stay updated on the latest trends in your industry. Would the information you find there add value or provide meaningful information to your clients or prospective advisors? List three sites below that can be possible sources for curated content.
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    About 10 percent of the content you share can be for promotional or recruiting purposes.

    While it may seem counterintuitive, you should share information about available openings or recruiting offers only sporadically. The original content and the curated content you share will attract more people to your organization, build their trust and keep them engaged with your content for the long haul. Once you are a trusted organization, you will be able to share opportunities with an eager and attentive audience.

    Before you start: You can’t build a brand and develop and curate content to support your brand until you determine what you most want to communicate. When people think of your organization, what do you want to come to their minds? What ideals and values do you want people to associate with your company? Take time to think carefully about your brand, and develop a clearly defined statement that expresses your values, beliefs and ideals. Once this statement is crafted, it is time to get started! Use your brand definition to filter any content that is being shared, and you can rest assured that your audience will get a clear picture of who you are and what you can offer them. If they like what they see, they will be excited to get involved and come on board to support your team!