It’s true that content like blog posts and eBooks are vital to helping your organization attract and engage your audience. It’s also true that consistently generating new content is a difficult and time-consuming undertaking.
Content curation can help with that.
If you aren’t exactly certain what content curation is, you’re not alone.
Here are some resources to provide you with a general overview of content curation:
Once you’ve chosen a curation model that fits your organization, follow the best practices below for curating content effectively and efficiently.
Keep your audience’s interests and needs at the forefront
Before you start looking for great content to share with your audience, you need to know what they care about and find valuable. Do they come to your blog purely for education? Entertainment? Unique industry insights? Once you know what your audience wants, can find sources and pieces of content that align with these audience interests and needs.
Select content from reputable sources
By sourcing your content from reputable sites online, you’re providing quality content while also establishing your organization as an industry expert. Go beyond just sourcing from obvious industry blogs or publications. Dig deep to find content that hasn’t been overshared from sources that often cover topics that are important to your target audience. When you curate quality articles from unexpected sources, you will become the go-to source for new perspectives.
Link to the author or publication
When you curate content from a source, give credit to the author or publication. This helps you build authority and trust while positioning your brand as an industry expert. In addition to linking to the content, name the author in the post or tag them when possible on Facebook and Twitter.
Give the content some context
When posting curated content, provide some context that makes it clear why the audience should care about the information. Give a short introduction or share an important quote or statistic that will grab your audience’s attention and entice them to click. The more your followers are clicking on your curated content, the more often they will return to your pages for more news and insights.
Follow trending topics
Stay up-to-date with the latest trends in your industry, and harness some of the excitement by curating content around these topics. Every trend may not be worthwhile, but curating content around important or popular topics in your industry is an effective way to bring in new followers and improve your SEO rankings.
Integrate across your social media channels
Coordinate your content curation process and strategy across all social media channels. This helps you get the greatest reach while simultaneously working to build communities across the web. Rather than posting the same content to each social channel, tweak the messaging for each piece to fit the platform and appeal to the audience.
Find the right balance
While curated content is a great way to provide valuable for your audience without having to create too many original pieces, it’s important to find a balance between branded and third-party content. You want your brand voice to remain strong on your social channels and you need to consistently remind your followers of the value your organization provides. Studies show that the sweet spot tends to be to link to your content 40% of the time and use curated content the other 60%.
Use content curation tools
One of the downsides of content curation is that it is time-consuming. Fortunately, there are some tools at your disposal that can make the process quicker and easier:
- Curata – This industry-leading content curation software helps you find, curate, and share content across social media platforms.
- Feedly – With this tool, you create RSS feeds of your favorite sources or topics, allowing you to curate relevant and timely content more efficiently.
- Paper.li – This helpful tool allows you to find valuable content to curate across your social media channels.
- Pocket – With this tool, you can save all the content that you’ve come across but don’t have time to read until later.
- TagBoard – TagBoard is a great tool for helping you curate content that is centered on popular industry hashtags.
Get your whole team involved
The more people you get involved in the content curation process, the more effective it will be. Not only does getting your team involved help boost the speed and efficiency of the process, but it will also help keep team members updated on the latest trends in your industry. The more informed your team members are, the more effective they can be at their jobs.
While many organizations recognize the importance of curated content, they sometimes forget to analyze the results. In fact, 40% of brands who use content curation as a social strategy do not measure its performance. Check your social analytics to see which curated content performs best, and try to source content on similar topics or from the same sources to improve engagement.
Finding a balance between self-generated content and carefully curated content from third-party sources is key to keeping your specific audience engaged without overburdening your staff.