Reposting content as a LinkedIn Company Page can be a great way to resurface evergreen content, promote thought leadership articles, and increase engagement. However, the process is not as straightforward as reposting personal content.
When posting as a Company Page, you are representing your brand and speaking on behalf of the company. Everything you share reflects on your company’s image. Therefore, reposting requires more strategy and care than personal profile sharing.
In this article, we’ll break down everything you need to know to effectively repost content from your LinkedIn Company Page, including:
- Why reposting as a Company Page matters
- What you can and can’t repost on a Company Page
- How to repost articles, images, videos, and more
- Best practices for reposting Company Page content
Equipped with these tips, you’ll be able to develop a reposting strategy that boosts engagement and reach for your Company Page.
Why Reposting as a Company Page Matters
Reposting content might seem redundant, but it’s an effective strategy for Company Pages for several reasons:
Reach New Audiences
Each time you share a post, it will be delivered to a new segment of your audience. People who missed it the first time will now have another chance to engage. This is especially helpful for evergreen content that remains relevant.
Increase Visibility
The more often you share a post, the more visibility it will gain. Reposting allows you to keep promoting your best performing and most useful content over time.
Boost Engagement
When done strategically, reposting can lead to higher engagement rates. Each share presents an additional opportunity for likes, comments, and shares.
Stay at the Top of the Feed
Reposting keeps your content circulating in followers’ feeds. Without regular new posts, your content will get buried faster. Reposts help you maximize the lifespan of great content.
Refresh Old Content
Updating dated posts and reposting them allows you to renew interest and value. You can tweak posts to make them timely again.
Manage a Content Calendar
Reposts make it easier to keep a consistent cadence of content posting. They ensure you have a regular flow of content to share, reducing gaps in activity.
What You Can and Can’t Repost on Company Pages
While reposting can be beneficial, you must be selective about what you resurface. Here are some rules of thumb:
Do Repost:
- Evergreen thought leadership content
- Popular posts that previously had high engagement
- Valuable educational posts or how-tos
- Company news announcements and milestones
- Updated versions of old content
- Relevant third-party articles and infographics
Don’t Repost:
- Content that is no longer accurate or relevant
- Stale company news (old events, promotions, etc.)
- Posts with very poor previous engagement
- Filler or low-quality content
- Content that doesn’t align with your brand or messaging
Be especially careful about reposting third-party content. Make sure you have the rights to reshare it, and that it still reflects positively on your company.
How to Repost Different Types of Content
You may be wondering – how exactly do you repost content from a Company Page on LinkedIn? The process depends on the format of the post. Here’s how to repost the main content types:
Repost Articles
To repost an existing article post:
- Go to the article post on your Company Page
- Click the three dots next to the post timestamp
- Select “Share Article”
- This will populate a new post with the article link and text
- Make any updates to the text – change the wording, add new hashtags, etc.
- Post it as you would a new piece of content
Repost Images
To repost an image from your Company Page:
- Go to the image post
- Click the three dots next to the timestamp
- Choose “Share image”
- This will open the image in the post composer
- Edit the caption and hashtags as needed
- Post the image with your updates
Repost Videos
To repost a video:
- Navigate to the original video post
- Click the three dots next to the timestamp
- Select “Share video”
- The video will be added to a new post – change up the caption and hashtags
- Post your updated version of the video
Repost Other Post Types
For text-only posts, links, questionnaires and other formats:
- Go to the existing post
- Click the three dots next to the timestamp
- Choose “Share post”
- This will open a duplicate of the post where you can edit the content
- Make your changes, like the text and hashtags
- Post the modified version
Following these steps makes reposting a breeze. Be sure to customize the post each time rather than just duplicating it verbatim.
Best Practices for Reposting
To maximize the impact of your Company Page reposts, keep these best practices in mind:
Repost at Optimal Times
As with any post, when you share matters. Analyze when your followers are most active, and post reposts during those high-traffic windows.
Space Out Reposts
Don’t repost content too often. Let several days or weeks pass between each repurposing of a post. This prevents it from feeling stale.
Refresh Content Each Time
Reshare posts in an intelligent way by updating captions, hashtags, images, etc. Don’t just duplicate it as-is.
Add New Commentary
Consider prefacing reposts with additional commentary. Give the content some context and explain why it’s worth revisiting.
Use UTM Parameters
If you include links, update the UTM parameters each time you repost. This allows you to track engagement accurately in analytics.
Focus on High-Performing Posts
Analyze your top-performing posts and repurpose that content more frequently. Double down on what has resonated.
Delete Irrelevant Comments
If old comments are no longer relevant or appropriate, delete them before reposting. Don’t just duplicate everything verbatim.
Ask for Added Engagement
When reposting, specifically call out what you want people to do, like sharing the post or using a certain hashtag. Give them a clear call-to-action.
Conclusion
Reposting content requires more care when managing a Company Page rather than a personal profile. But when done strategically, reposting can significantly extend the shelf life of your top content.
The key is being selective about what you resurface, customizing posts each time, analyzing performance data, and understanding optimal reposting frequency.
With these best practices in mind, you can develop an intelligent repurposing strategy that keeps your content circulating and engages both new and existing followers. Consistent, high-quality reposts will boost brand awareness and position your Company Page as a thought leader.