How to curate news articles for social media

Why publish articles on LinkedIn?

Publishing articles on LinkedIn helps position you as a trusted expert in your field. How? It builds your authority and shows your audience that you have valuable knowledge. This trust encourages connections and engagement in your niche.

But finding good articles to share can take time. So, how can you simplify this? Willow offers a "News" tab where you can pull content from recommended articles, topics, sources, or RSS feeds. That way, you save hours browsing online for content.

There are several ways to share articles on your social channels. This post will explore three popular methods—from the easiest to the more involved. Throughout each, we will use the same example article to clarify how each option works.

1. Re-share using an automated caption

What is the fastest way to share articles? Simply re-share them using Will's automated captions. You can also do it in Willow: pick an interesting article and click “schedule.” Willow will suggest several captions you can choose from. This saves you time crafting your own text.

After selecting the caption, pick the social channels you want to post to and choose your date and time. Then, just schedule your post. This method is perfect if you want quick sharing without extra work.

Example: You might find a news piece about new trends in marketing. Willow will suggest captions such as "Top marketing trends you can't miss" or "Here's what's changing in marketing this year." You select one, schedule it, and the process is done.

2. Re-share and use your own caption

What if you want more personal engagement? Add your own caption to the article. Read quickly through the article. Then copy a segment that fits as a good intro or summary for your audience.

You can even write your own summary or thoughts if no excerpt fits well. Why does this work? Personalising your caption shows your unique point of view. Your audience can tell the difference and often engages more with personalised posts.

Example: Suppose you find an article about remote work strategies. Instead of using a suggested caption, you might say, "After trying these tips, our team saw better focus while working remotely. Here's what I think is key..." This adds value and starts a conversation.

Another tip: write a short summary that teases the article’s content. Remember, the opening line is crucial. It decides if people will read more or scroll past.

3. Create proprietary posts inspired by articles

Want to make unique content that really stands out? Use articles as inspiration for your own posts or blogs. Read one or several articles. Then write your own version by mixing key points with your experience and insights.

This takes more time. But it pays off by growing your engagement and attracting followers genuinely interested in your perspective.

Example: Imagine you are a recruiter. You find a Marie Claire article about preparing for virtual interviews. Use it to build a LinkedIn article advising candidates. Combine tips from the article with your knowledge about client expectations. Don’t forget to cite your sources if you use large parts of the original content.

Another example: a marketing consultant reads an article on social media algorithms. They create a post explaining how those changes affect small businesses, adding advice based on their clients’ reactions.

Proprietary posts establish you as a thought leader. They show your expertise beyond just sharing others’ views.