Content should add value to fellow users as well as their social followers.

While the right quantity of content is good for building brands, it's quality content and more employees sharing content that builds great brands and keeps people coming back. Employees do not want to share content that sounds like a redundant sales pitch. You’ll feel like you’re spamming your audience and–trust us–if you feel that way, your colleagues will too.

Let's revisit some of our Content Best Practicewes. 

Content Pillars

Switch up your content by using content pillars, which will help you focus on providing a well-rounded look into who you are and what your passions are. We recommend having three content pillars.

• Personal or third-party content: Content about what you have going on in your personal life or that you want to highlight within your network. 
• Company or industry news: Updates about your profession and industry.
• Passion posts: Announce what's exciting you and what you're pursuing.

Here are some content topics to use:

• Recruiting content: Job postings within your company and network.
• Professional development: Articles about workplace happiness, benefits, and trainings.
• Cybersecurity content: Posts centered on ransomware, DDoS attacks, defense strategies, and product updates.
• Brand partnerships: Articles and press releases about strategic partnerships.
• Industry news: Articles and relevant news around your company's industry
• Humanity topics: Posts about law, language, philosophy, religion, gender, diversity and inclusion, etc.

Don't forget to mix up the content with different post types:

• Images
• Videos
• Rich text
• Links to articles

Here are a couple of examples.

For more ways to increase user engagement, check out our blogs Employee Advocacy Adoption: How to Get More Employees Active Consistently.