Content curation is a tricky subject – it seems like a really simple task until you realize that there’s a lot more happening behind the scenes. Most people who aren’t familiar with the concept assume that it only involves sharing posts on social media. This is true enough on a basic level but when you actually look into it, curation requires constant research and learning. There are content curation tools that can pick the content for you but deciding what to post is the hard part. Here are a few tips to keep in mind before posting:
Target Multiple Platforms
Just like finding content, curation should also be done on various platforms. Most marketers stick to the most popular social media sites like Facebook, Twitter, and LinkedIn. They curate a certain number of posts on these platforms and call it a day. This is great and necessary but you have got to do more. One way of making time for more is using an efficient social media engagement app like DrumUp to handle your basics so you can put the icing on the cake by yourself, on other platforms.
If you truly want to increase your reach, you have to do that last bit yourself. Join groups on Facebook, LinkedIn and Google+ and post there. Interact with others in the group and build a community – you’ll learn a lot more about your industry. Depending on your niche, you could also post on Reddit, Quora, Pinterest and a lot of other sites.
Have a limit to a number of posts you post on these groups. Don’t pester people with 50 posts a day, 4-5 posts a day should be good. Spread out the content you curate and platforms over the week. For example, on Facebook groups, you could post on Monday and Google+ communities on Tuesday and so on.
An organized social media manager is the key to effective content curation. Everything from the themes to the timing has to be organized. Posting at your own convenience isn’t going to do much good. Start off by picking 2-3 themes to focus on – most of the content you curate will revolve around these themes. These themes are selected by analyzing your target audience and keeping your main services in mind. Once you have your themes, put them on a content calendar in advance to make your execution easy. You could create a cool content calendar with Google’s calendar app. This saves you a ton of time for when it really matters.
Timing is equally important, you have to pick a time when your target audience is the most active. You can’t expect to post at random hours and for them to inconvenience themselves to read your content. The perfect time to post depends on where a majority of your target audience is located and when they are more likely to be on social media. This isn’t an exact science but there are numerous tools that show you the best times to post, based on your followers’ attributes.
Plan It Out
Now that you know what and when to post – it’s time to decide the how. Start by deciding how many posts you would like to post per day, this could vary depending on your strategy. For example, some believe the ideal ratio is 50% original content, 40% curated content and 10% non-related, “fun” content. You can tweak this ratio as you see fit but a general reminder is to keep the amount of original content equal or higher than the curated content.
Decide in advance whom to follow, apps that construct trend patterns like Trendsmap can help find trending topics but you need to find credible content in that area to share on your social media accounts. A handy list of influencers or newsletters to follow can really help when it’s time to share.
No matter how much content you decide to post, it’s going to take up a lot of time. To save some time, you could use tools but if you prefer to do your own research then dedicate a certain amount of time for it. Instead of spending hours daily trying to find content, allocate a certain day of the week, where you can spend significant time on curation.
Leverage different types of content
Don’t just stick to articles and blog posts, broaden your horizon to include images, videos, infographics, eBooks, podcasts and more. Giphy has some really cool GIFs that can spruce up your content. A variety of content, especially visual content tends to resonate more with the audience. This increases your engagement rates and keeps the audience coming back for more. There is a lot of information that is better understood through visual methods and making them easily accessible will earn you some brownie points from your audience.
To find different forms of content, you have to look past the famous blogs. You have to scour the internet from lesser known social media sites to webinars and podcasts to find the best stuff. Sites like Pinterest can be surprisingly resourceful for content from different fields.
Analyze Your Efforts
To make the most of your curation strategy, analyzing what’s working and what isn’t is essential. A ton of curation tools provide analytics, there are also URL shortening tools like Bit.ly that let you track the number of clicks you get per link. This helps you figure out what topics and types of content your audience prefers and emphasize on them specifically. It’ll also help identify your weak points and improve on them.
Apart from analyzing the number of clicks, you should also watch out for your audience’s reaction. Content that is good will get likes and comments, poor content will get nothing. When analyzing your performance ensure that you don’t hit common pitfalls that result in incorrect analysis.
Once you have everything set up, you need to focus on one of the most important aspects of content curation – consistency. Curation doesn’t provide instant results – many marketers get discouraged from this and they start posting as and when they can, rather than following a schedule. This will get them nowhere as they can’t garner a consistent reader base. The rest of the social world will not wait for you to post, they will move on and find what they want elsewhere. Keep this in mind while planning a strategy.
- Add your voice to the content you share, a personal touch will make you more relatable.
- Find the right combination of tools to use for yourself/ your company. What works for everyone else might not be the best fit for you.
- Learn from your peers and industry experts – they’ve been doing it for a longer and might know a thing or two that could be helpful.
- If you’re looking to save time, pick content from a consistent set of sources. These sources could be other blogs from within your industry or blogs by experts.
- A good rule to follow is to always credit the original author with curating with an @ mention, hashtags or usernames.
Curation like social media is constantly evolving and changing in an effort to serve everyone’s varying needs. You will have to change and adjust your strategy based on the latest trends and best practices.