You and your team work hard to create compelling content for your website, social media channels, and newsletters. Make that content work hard in return by amplifying it with the help of people in your church. Creating a content-sharing program for congregants, volunteers, and staff can help turbocharge your message and extend your reach.
Why sharing content matters
Sharing news about an upcoming event often has a specific goal - generating interest and participation. But other types of content deserve attention, too. Regularly sharing stories, photos, and updates helps expand awareness of your church and its ministry in the community.
Consider activities that may appeal to a broader audience, such as donation drives, preschool enrollment season, community partnerships, or opportunities to rent space in your church building. When these stories are shared consistently, they breathe digital life into your congregation and help keep your church on people’s radar.
Cutting through online noise can be challenging. Many organizations are posting content every day. One effective strategy is to mobilize your congregation to help spread the word. While your church may have a certain number of followers, each member has their own circle of friends and connections. People are more likely to engage with content shared by someone they know than by an organization alone.
When others help promote your church’s content, you widen the circle of impact, multiply your reach, and introduce your ministry to new audiences.
Identify early adopters
Most churches have natural connectors - the people who organize potlucks, coordinate volunteers, and show up for multiple activities throughout the week. These individuals can become strong advocates for promoting your church online.
Start by ensuring these early adopters:
1. Know how to access your website.
2. Follow the church on social media.
3. Receive your email newsletter.
Consider gathering them for a brief conversation about content sharing and why it matters. This is also a great opportunity to offer light social media training for those who want to build confidence or learn new skills.
Make it easy
Content sharing does not have to be complicated or expensive. While there are online tools that specialize in social media distribution, most people are already familiar with platforms such as Facebook, Instagram, and TikTok. Leverage that familiarity by providing simple, grab-and-go content they can post quickly.
There are two primary ways people can share your content: reposting from your church’s account or posting directly to their own page.
Reposting
After publishing a post, make sure it is shareable. Provide a direct link or QR code in your newsletter or bulletin so people can find it easily. Encourage them to add a personal message when sharing, such as, “My church is doing amazing things in our community. Check out these photos.” A personal endorsement adds credibility and warmth.
Direct posting
You can also provide a simple cut-and-paste template for people to use. This method may require a bit more guidance, especially when including photos, but it can be very effective.
Offer sample text, such as: “Our church participated in a walk for environmental awareness this weekend. It was powerful to see so many neighbors stepping out to care for God’s creation. Join me next time.” Include one or two ready-to-use images and brief instructions for uploading them.
Some members may simply need encouragement. Others may appreciate a short step-by-step guide. Meet people where they are.
Consider highlighting one or two pieces of shareable content in your weekly newsletter and printed bulletin. Continue encouraging members to like and comment on posts, as engagement also increases visibility.
Pro tip: Whenever possible, include links back to your website. This supports search engine optimization and helps more people discover your ministry online.
Make it fun - and even a little competitive
A bit of healthy competition can energize your content-sharing efforts. Once you have several posts available, consider creating a simple internal leaderboard to track participation.
Recognize the person who shares the most content in a future newsletter, during announcements, or with a small prize. Celebrating participation reinforces the importance of storytelling and invites others to join in.
Track the results
As your content circulates more widely, review your metrics. Wait about a week after the initial post to allow time for sharing.
Ask questions such as:
· Which posts generated the most engagement?
· Did any themes emerge?
· Did you gain new followers or website visits?
Share these results with your early adopters. When people see the impact of their efforts, they are more likely to continue participating.
Over time, this data becomes directional. It can help refine your overall communication strategy across your website, email, and social media channels. With intentional amplification, your church’s story can reach more people in more places - extending your ministry beyond Sunday morning.
Rebeca Ervin has more than two decades of experience as a journalist and legal and nonprofit marketer. She enjoys working with teams to implement strategy and vision through strong and effective communication. Rebeca is a lifelong United Methodist and native of San Antonio, Texas. She has a Bachelor’s degree in Social Anthropology from Harvard University and a Master’s in Theological Studies from the Iliff School of Theology. In her free time, Rebeca enjoys photography, writing, traveling abroad, and spending time with family.