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Why you should share and use other people’s content


Just because you didn’t create it, doesn’t mean you can’t use it. Make the most inspiring content out there work for you and your audience.

3 min read, Article

It happens to the best of us. We watch an amazing video or scroll through an inspiring article and think to ourselves: ‘I wish I’d thought of that first’. You may think it’s essential to keep your audience on your own website for unique pageviews and time on page wins – and it is. However, sharing content from other places can also work to your advantage.

Luckily, it’s possible to share inspirational content on your website and social channels without losing your audience’s attention, and the benefits are:

1. It will improve your relevance and visibility online.

2. You can build relationships with influencers in the tourism industry and be part of a community of content curators, mutually sharing and benefitting from each other’s content.

3. Amplifying content about Scotland will spread the love around your social networks and beyond – ultimately inspiring more people to discover Scotland.

At VisitScotland, we want our content to spread across the tourism industry as far and as wide as possible. We work hard to produce valuable, creative assets for all corners of Scotland, from our award-winning Step into the Scottish Borders film to the visually dramatic Hidden Highlands eBook.

Here are a few simple ways to benefit from content that isn’t yours.

On your website

Increase your time on page stats by embedding some engaging video content.

Embedding videos from YouTube

Find the video you’d like to embed onto your website or blog.

Under the video, click Share ↪️ and then click embed.

Copy the code which appears.

Paste this into the HTML viewer on your website or blog.

You can also embed YouTube playlists, GIFs or other social media posts in a similar way. Here’s more information from Google Support.

Try it with videos from VisitScotland’s YouTube channel and (shameless plug) don’t forget to click subscribe.

Link building

It might sound simple and obvious, but making sure that your website is linking out to the most valuable resources will elevate your business, build trust with your customers and cement your place in the online travel and tourism sphere, not to mention improve your on-page SEO.

Don’t forget to link to regional Destination Marketing Organisations (DMOs) for practical planning, travel and advice about specific areas in Scotland.

Why not add a splash of inspiration by linking to one of VisitScotland’s eBooks?

On social media and email

When you find an article, video or infographic that you just know your audience will love, don’t hold back – share, share, share. This will encourage conversations and build important relationships between you and your audience as well as with other industry folks.

At VisitScotland, we constantly look out for useful content to share with our consumers alongside our inspirational User Generated Content, especially on Twitter.

Have you just scrolled past something amazing or important? Pop it in your weekly email blast and give a shout out to the content creator. Or simply send out a tweet or Facebook post with the link or retweet the original post.

Or, at the very least, let the original poster know that you like their content and found it useful by commenting. A little engagement can go a long way.

Important to remember

Using other people’s photos on your website or blog on the other hand, isn’t as straight-forward. Unless you’re just sharing a pretty picture on social media, always ask permission from the owner or photographer. The same goes for copy, all written content is owned by the brand or person who wrote it, so you should always ask first before using it. Also, duplication of content is to be avoided for SEO reasons, so never copy anything from another website verbatim.

Remember, embedding content can be a great way to get around these issues. By doing so, you’re giving the owner credit and ensuring they benefit from views.

Don’t forget to check out VisitScotland’s image library, which holds a vast variety of photographs which can be used to promote Scotland as a tourism destination.

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