Top 5 Reasons You Should Use Third-Party Content for Social Selling

In today’s competitive digital landscape, social selling has emerged as a powerful strategy for building relationships, driving conversions, and enhancing brand visibility, resulting in 48% larger deals.

Research shows that when a lead is generated through social selling efforts, that lead is 7x more likely to close than a lead generated by lead generation efforts.

But how can you stand out from the noise and establish your credibility in a sea of self-promotion? 

The answer lies in incorporating third-party content into your social selling efforts. 

Now, this may seem backward. Why would you share someone else’s content while trying to build your (or your team’s) credibility?

The short answer: Very rarely will people trust what one person or company says as gospel. Your prospects will always seek a second opinion - so why not make that process easier and give them that opinion so they don’t have to hunt for it? 

Instead of making your prospects do the research themselves, if you provide the information they are looking for from third parties, they will gain a deeper understanding of how your own perspective has formed and see you as a trusted authority rather than simply someone who shares what they think.

In this article, we’ll delve into the top five reasons you should leverage third-party content for social selling, regardless of your industry.

#1: Enhancing Credibility and Authority

Credibility and authority are paramount to social selling. You can’t have effective social selling without them.

Clients and prospects engage with individuals who deeply understand their industry’s nuances. 

By sharing third-party content from industry thought leaders and experts, you position yourself as a knowledgeable professional who’s tapped into the latest trends and insights.

Let’s say you are a financial advisor, and you are targeting a diverse client base. 

By curating and sharing articles from renowned economists, market analysts, and reputable financial publications, you demonstrate your commitment to staying informed and providing well-rounded advice. 

This strategy boosts your credibility and enhances your reputation as a reliable source of information.

#2: Building Authenticity and Trust

Audiences today are savvy and skeptical of overt self-promotion, so building trust authentically is more essential now than ever. 

Third-party content offers a unique opportunity to create an authentic online presence that resonates with your audience’s interests and concerns. 

By sharing a variety of perspectives, you show that you’re open to different viewpoints and not just pushing your own agenda.

For instance, imagine you’re a healthcare consultant aiming to connect with medical professionals. 

You portray a well-rounded understanding of the industry by sharing articles discussing various aspects of healthcare, such as technology advancements, patient care strategies, and regulatory changes.

Then, when you create your own content, you can focus on sharing your niche in the industry and lean on the third party you have curated to elevate what you have to say.

It should all fit together like a museum collection about why your clients should trust you. 

This approach fosters trust and showcases your commitment to providing valuable insights beyond your immediate services.

#3: Expanding Reach and Engagement

One of the challenges in social selling is expanding your reach beyond your immediate network. 

Third-party content can act as a catalyst for engagement by tapping into broader conversations and trends. 

When you share well-crafted content, you’re more likely to attract likes, comments, and shares from your audience, leading to increased visibility in the social media algorithms.

Imagine you’re a software sales representative targeting businesses in the technology sector. 

Sharing thought-provoking articles about the latest innovations, cybersecurity concerns, and industry events positions you as a hub of valuable information. 

This content resonates with your target audience and encourages them to engage, amplifying your reach and fostering meaningful connections.

#4: Overcoming Content Creation Challenges

Consistently generating original content can be daunting, especially when combined with the demands of social selling. 

In fact, with how fast content is being generated, created, and shared, the likelihood of every piece you create being highly valuable and educational is slim to none.

Even with a massive marketing team churning out content, not every blog is going to be a hit.

This is where third-party content comes to the rescue. By curating content from reputable sources, you can maintain a steady posting schedule without sacrificing quality or burning out.

This doesn’t mean that curated content should replace created content; rather, it should lift and amplify the original content you are sharing.

Curated content provides context to what you are saying.

Consider the scenario of a marketing consultant catering to diverse industries. 

By sharing well-researched articles on content marketing trends, SEO strategies, and branding, you provide value to your audience without the pressure of producing content from scratch that you would have to reference and cite throughout.

At that point, the blog is just a collection of what these third-party sources are saying, so why not save that creation time for a piece you have unique perspectives and insights to add? 

This approach allows you to focus on engaging with your audience and fostering relationships while positioning yourself as a trusted advisor.

#5: Show Your Personality With The Content You Choose

Start with the topics that you care to discuss with your prospects- and not just industry thought leadership - then layer on filters to bring to the forefront the publishers from sources you trust.

The credibility building happens in the personalization of each article you’re sharing by adding insightful commentary that ties the content to your audience’s interests.

For instance, if you’re a real estate agent, you could share articles about housing market trends, home staging tips, and neighborhood spotlights. 

By adding your perspective and expertise, you create a curated collection that speaks directly to your target audience’s needs and aspirations.

Using Third-Party Content For Social Selling

Whether you’re a financial advisor, healthcare consultant, software sales representative, marketing expert, or real estate agent, the power of third-party content transcends industries. 

Embrace the value it brings, and watch as your social selling efforts thrive in the digital realm.

Remember, the key is not just sharing content but strategically curating content that adds value to your audience and reinforces your expertise. 

By harnessing the strengths of third-party content, you’ll take your social selling to the next level.

Not sure how to find the right curated content for your social selling or employee advocacy program?

Sign up for a free 14-day trial with UpContent, a leading content curation software, to start discovering the third-party content you’re missing.

Want to chat with one of our Content Curation Experts? Schedule a free call today to see what the next best steps for you are.

In the meantime, here are some other articles about social selling and curated content!

More Curated Content = More Leads

How To Determine If Your Social Selling Strategy Is Successful

What’s the Difference Between Social Selling and Employee Advocacy? - A Conversation with Denim Social’s Nola Morris