Learn to Curate Content!
Creating your own relevant content is always a wonderful goal to have, but sometimes you need to supplement your marketing strategy with someone else’s content. This curation process can be a tricky one to navigate, but we’ve got you covered with these quick tips!
Match Your Tone
The first thing you want to do when you start looking for content to share is to find sources that match your brand’s identity and tone. Look at the content you’ve created and find other content that matches it. If you’re posting about science and tech with a more light-hearted tone, find sources that use slang or break information down in an easy to digest manner. Avoid technical articles, even if the topic is technically in line with your company.
This will make your social media pages appear natural and consistent. It’s fine to throw a different kind of post every once in a while to shake things up and gauge a reaction, but you general want everything to be homogenous for your audience. After all, once they expect a certain kind of content, it would be detrimental to start posting something else.
Mix your regular content with your curated content and spread your posting schedule accordingly. There are two extremes you have to be aware of.
Avoid bunching your posts together. When you schedule your content to launch too close to one another, you run the risk of exhausting your audience. The odds of them unliking your page because they consider it spam is going to be much higher.
Conversely, make sure content is spread evenly so you aren’t left with long stretches without any content going up. A page that looks inactive will deter people from liking it. Make sure your channels appear lively, without giving them the impression a new post will float by every hour.
RSS feeds are a great way to find content. They’re basically personalized lists that update with relevant stories based on parameters you set.
BufferApp is a great tool that not only lets you keep track of and schedule content to promote on your channels, but also has a built in RSS feed that you can alter as necessary. Just type in the name of a topic and you’ll get suggested results for websites to add to your feed. Then, perusing content is just a matter of looking at one list, double checking the link, and adding it to your buffer!
Other websites, such as Digg, will aggregate trending news sources all in one place. You can peruse these stories at the beginning of your day and pick out the ones that match your brand. Make sure to look in unique places, such as StumbleUpon, to find the most interesting content that other people aren’t sharing!
When using feeds, or even if you just have a website you frequently visit that you collect content from, just pay attention in case it looks like you’re only curating content from one source. Make sure to mix things up and draw from different places if your feeds start to get stale.
Strategically Share Other People’s Posts
On Twitter, retweets can be a major way to get attraction for your brand. When you share someone else’s content directly like that, they get a notification. This could lead them to check out your own content and potentially share that.
Building a community around social media is a great mentality to have when working in the digital marketing field. Just make sure to pay attention to who you are retweeting. Look for people with a similar number of followers as you. You will still benefit from their audience, and look like a friendly company willing to invest time building relationships. Someone who is too big, like a major celebrity, will probably not notice a retweet or a share.
Likewise, re-pinning other people’s posts on Pinterest is a great way to encourage interaction and get your own content shared. Remember, when sharing other people’s content, it’s easy to kill two birds with one stone! You get content to share, and you get to build a relationship with another business which could help you down the line.
Like all strategies in the digital marketing world, finding out the best way to curate content is going to be different for everyone. Do you have a suggestion for business looking to curate content? Leave a comment below or give us a shout!