One of the most familiar phrases in marketing today is, “content is king.” Time and time again, this statement has proven to be very true in all areas of marketing and can be especially relevant in social media. Social media requires that you constantly feed the content machine, which can be difficult and time-consuming if you are relying solely on original content. That’s where content curation comes in. By sharing news and topics that are of interest to your audiences from other respected sources, you provide valuable resources for your followers while filling your social media editorial calendar. However, having a content curation plan is essential to its success. Here are five tips for achieving that success:
1. Stick to a strategy. What do you want your brand to be known for? Before you begin to share content from other sources, you should define your mission and what you want to achieve. Outline specific categories that align with your business such as best practices, industry news or how-to articles. Segmenting content into buckets will make it easier to organize what you share and how often. This method will ultimately become an easy way to create a content calendar for quick publishing.
2. Always put your audience’s interest first. As with all things marketing, understanding what your audience wants is key. This can be done through research, or even simply monitoring what your audience is clicking, sharing, retweeting and what pages or thought leaders they follow. Looking beyond mainstream sources and branching out to related underground content is another way to attract new followers. Consider using other methods to find content such as the ClickDimensions social engagement platform. This will save you time from having to sift through articles looking for related and/or specific topics.
3. Read everything before sharing. Using content from credible trustworthy sources is imperative, which is why it is important to read through anything you may be considering sharing. If necessary, involve others on your team to assist with reviewing articles from outside sources. This can help you avoid the embarrassment of sharing content that doesn’t align well with your business.
4. Switch it up. You may not always have lengthy articles to share, and that’s perfectly acceptable. It helps ensure variety and promote engagement. Switching up your content formats with infographics, podcasts, videos or images diversifies your curated content while still adding value.
5. Add your voice. Including your perspective or drawing conclusions from content will elevate your content curation strategy. You could even blend your ideas with curated content to create an original new topic. Adding your opinion and commentary gives you an opportunity to position your business as a thought leader and ignite conversation. People naturally trust those with reputable influence in their industry.
6. Analyze. Conduct an audit on which curated content performs better than others by pulling reports from unique tracking URLs, clicks, shares, etc. Analyzing the engagement rate can help you optimize content so that it is better resonates with your audience and drives future success.