In my last blog post (How to Generate Quality Content Ideas) I discuss ways to create powerful content of your own. I finished off the post by saying
Content is the life blood of your digital marketing campaigns. It is your website’s oxygen. You can only survive without it for so long.
Supercharge your Social Media – Use a Content Curation Strategy
Creating your own content is vital for your own business and your website. Using other peoples content is vital for your social media channels.
We’ve all been at the event/party/drinks/lunch/coffee break where one person just doesn’t stop talking about themselves. Everything circles back to them. After a while it becomes B-O-R-I-N-G-!
(I touch on this in ‘The Coffee Shop approach to Social Media)
Social media is the same. If all you ever post is your own content… unless you happen to have a revolutionary game changing ‘X’ to talk about… people will switch off pretty quick.
That’s where other sources and a Content Curation Strategy comes in.
What is Content Curation?
Content curation is basically finding great pieces of content that you believe your audience and target market will get value from.
It can be closely aligned with your content or something informative on a trending topic or just anything that’s entertaining.
Bottom line, everything you post, be it social media or your website should be trying to deepen your relationship with your audience. In time, and it will take time, you hope that they trust you enough to avail of your paid product/service.
You can build this trust by becoming a ‘go-to’ source of information and maybe a little light relief too.
It may seem counterintuituve to post other peoples, even competitor’s content… But remember, you can’t talk about yourself all the time.
If you are willing to share other peoples/companies content you’ll gain respect within your industry/niche and with your audience.
Why bother with a content curation strategy?
Why would you share other peoples content? Isn’t that sleeping with the enemy. There’s no guarantee they will reciprocate, is there?
Relax, there are lots of benefit to a well executed content curation strategy.
ONE – BUILD AUTHORITY
I hate the phrase ‘One Stop Shop’ because invariably you can’t get everything you need from one place.
But if there was one place that you knew you could consistently get good stuff, well, that’ll do.
By sharing great content from a range of different sources you are deomonstrating some authority on the subject matter. In time people will check your social profiles if they need to find out something on a topic they associate with you.
You can also weave in your content to your posts. This way you’re not talking about yourself all the time.
TWO – INFLUENCER ENGAGEMENT
This is two fold.
First, you deepen a relationship with your audience by sharing great content.
Second, you can possibly create relationships with influential people and companies by sharing their content.
If you share some content try and mention/tag the source in your post. This way they’ll realise you shared something and the good ones will enegage.
Buffer are excellent at this.
THREE – BUILD RELATIONSHIPS
I’ve touched on this a little above.
Again, over time your audience will begin to consider you the ‘go-to’ person on a particular topic and TRUST your expertise
Once you build your repeatable process you for curating content its a much FASTER way of generating content to share and post about.
By sharing other people’s content it allows you to mix in YOUR CONTENT without coming across as if you’re pushing a hard sell message.
Content Curation Strategy
Three phases to an effective content curation strategy
ONE – RESEARCH
Pick a topic you want to share content about. Obviously, make sure its aligned with your goals and content.
Sometimes it’s good to share content outside your niche, off topic or stuff that’s pure entertainment. You wont need to research this stuff, it will be stuff that made you smile or rocked your world.
Once you’ve picked your, lets call it ‘business topic’, write down a list of keywords or phrases that would be good ideas for content.
- TOPIC – Facebook
- Keywords – Facebook Ads, Facebook post best practise, Getting the most out of Facebook Ads, How to optimize Facebook Ads, Getting more Facebook likes for your Page
When you’ve got your list together use Google Trends to validate that these are relevant. Trends will suggest alternative keywords if your ones aren’t popping off the page.
Then use Buzzsumo to see what is being shared and by who. Buzzsumo will tell you what are the most shared pieces of content based on the keywords. It will also show you the shares by social platform.
If you share popular content you may
- get a rub off its success
- an opportunity to engage with an influencer
- an idea for your own content on that topic
If you’re now wondering about what Off-Topic content you could share, take a look at your Google Analytics to see what your Audince interests are. Equally look at your Twitter Analytics or Facebook Insights.
Also check out this post by Wordstream founder Larry Kim on why its good to go Off-Topic sometimes.
TWO – SOURCES
If you are trying to serve numerous social channels with curated content you’ll need more than Buzzsumo’s help.
Feed.ly – https://feedly.com
Feedly is an efficient way of finding, reading and curating content that’s important to you and your audience.
Once you create a profile and login you can then find content that you normally read across the web and organize it in your Feedly sidebar.
There are lots of content newsletters that will do the curation process for you. You can sign up to providers like Content Gems or Right Relevance for a daily or weekly summary of content based on the topics you’ve selected. Another good one is Ana Hoffman’s TrafficGenerationCafe.
You could also sign up to the email newsletter from your favourite Influencers or websites. You may be duplicating what you’re already doing with Feedly though.
Google Alerts – https://www.google.ie/alerts
Another good source is to set up a Google Alert for particular keywords and topics. You’ll get a daily email with a list of content based on your preferences.
THREE – DISTRIBUTION
Once you’ve curated all this content, now you need to decide how you’d like to distribute it. Three good ways to use curated content are
ONE – Write a Blog post
You could create a regular blog post featuring content on your favourite topics, highlight the most shared posts or useful info from your favourite sources.
TWO – Send it to your Email list
You could create an email template and populate it with curated content. Again, you can use your favourite topics, highlight the most shared posts or useful info from your favourite sources.
THREE – Fuel your social posts
Nothing kills your social engagement than an idle timeline. Once you’ve created a content repository you can fuel your social channels by using a scheduling tool like Buffer. I wrote this on Social Media Automation that shows you how to link Buffer and Feedly.
It goes with out saying that you can do One, Two and Three all at the same time and more.
At the risk of sounding like a broken record… Content is the life blood of your digital marketing campaigns. It is your website’s oxygen.
It seems counter intuitive but if you share your content all the time you’ll turn off your audience. For all the reasons outlined above content curation can really improve your engagement and your relationship with your audience and more.
What did you think?
Are you having trouble sourcing or creating content?
Drop a comment below and let me know what you think.
Thanks for reading.
Also published on Medium.