Add Value Where Value Doesn't Exist
Adding value for your audience could be as simple as sharing a trending article and posing thoughts or questions about to get a dialogue going. However, you should never simply share a blog post or article without sharing why. Yes, you aren't writing that content, but that does not mean you can't caption it using your own brand voice so that it is more applicable to your brand.
Be Purposeful When Sharing Content
Prior to sharing content, you must ask yourself,
How does this benefit my audience? If it doesn't, you don't want to share it. The last thing you want to do is dilute your page with a bunch of useless information. For example, let's say that you are a carpenter. While you might feel enticed to share one of those delicious little recipe videos that popped up on your Explore page, it wouldn't be the right content for your audience. Your audience wants to see how to properly sand a 2x4 or how to find the best nail gun for their budget!
Always Give Credit
If you share content without tagging the business or brand that it came from, stop now. Not only is giving credit good business practice, as it shows your respect for the other brand or business, but it might also work in your favor, as the other brand will likely engage with your post, leading to potential exposure.
Mix Up Your Content
Mix up the kind of content that you share, including videos, photos, blogs, or whatever else you find that is relevant. The idea here is to make it as easy as possible for your audience to absorb your content. You might want to consider sharing content that is trending. If you know that there is a current hot topic, you might consider joining the conversation to get your followers engaged. However, if you notice that the topic might be controversial, you should tread lightly. While you can start a conversation around a controversial subject, you should not come out the gate as argumentative.
Make sure to keep an eye on your analytics to see what your audience is engaging with the most. Always make sure that you update your best practices and tweak your strategies from there.