Excellent question! Yes, social media marketing works by sharing content whether your own or someone else’s content. Here’s an example: Let’s say that your business sells shoes. While you can scatter in some of your content such as what’s new in shoe design or tips for selecting the most comfortable shoe, you can also share content from non-competing sources that are complementary and relevant to your audience. For example, some content you should share might be a video of adorable babies or kittens in shoes, the latest fashion from Fashion Week, examples of unique shoes that are more art than footwear, etc.