The Road to Successful Content Curation
If you’re an experienced marketer, you know the delicate art of content curation. You know the importance of keeping up with your industry. The content you see, read and share influences the way you reach your customers and create new marketing initiatives.
Nearly one third of marketers are curating content on a daily basis, and most others share blogs and articles at least weekly (31%) or monthly (21%). With the majority of marketers using content curation, it has become an incredibly important aspect of marketing strategy. It’s also why some social media management (SMM) platforms are now designed to incorporate content curation as part of their features.
The trick to integrating your content curation into your SMM is to first master the tactic and then let your SMM do it for you.
Social to Share
The number one place to collect and share content is social media. 79% of marketers use social accounts to find content and 76% use it to share what they find interesting, useful and entertaining. Social content curation involves following and possibly segmenting hundreds of accounts relevant to your industry and passions.
To translate this to your SMM, prioritize which social accounts, be they brands or individuals, are most valuable to you. You can create lists of these accounts to make sure you never miss their updates and program your SMM to pay close attention to the content these users are sharing. For example, many Twitter management platforms allow you to create categorized lists, or streams, to receive all the Tweets from industry leaders in one stream, competitors in another and followers in a third.
This allows you to stop digging through your many Twitter lists and Facebook feed to find important information. Using an algorithm and the keywords of your choice, your SMM might recommend new accounts, pull the best content from your top lists and prioritize the content you should be sharing.
Subscribe for Insight
The additional places, other than social media, marketers find content to curate include emails, newsletters and directly from the source’s site. With63% of marketers still relying on these outlets, they shouldn’t be overlooked. These are also more linear and cohesive platforms for getting data about a specific topic. If you’re worried about possibly missing the social updates of your favorite publications and companies, subscribing to their email updates or RSS feeds is a very effective way of staying in the loop.
Transfer this information to your SMM either by RSS feeds or using a content discovery tool. For example, if you know you like the weekly newsletter from CMO.com, you can connect the CMO.com RSS feed to your social media management platform, and all blog updates will be waiting for you to read and share. Often, larger publications write about different topics, why not use a smart curation engine to provide only the most relevant pieces of content? This will help ensure you aren’t overwhelmed with too much to read.
Command On Demand
The next step after discovering where you want your SMM to pull information from is to give it commands for sharing. There are different ways to do this, but the following forms of curation are the most common:
- Aggregation is the compilation of content about a single topic in one place. For example, if you want to have a dedicated curation outlet that only provides updates about the ‘Internet of Things’, you can aggregate everything on this topic in one place.
- Distillation is the embedding of insights in the form of social posts or quotations into your own content. You can pull specific highlights and quotes from curated pieces to be the content of your social posts.
- Elevation draws conclusions to create new content. With the important content the SMM or maybe even your CMS has curated, you can infuse your original content with new information.
- Mashups use curated content as inspiration to blend ideas. Again, you are required to read the curated content to be inspired for your own creations.
- Chronology is the development of a content timeline. This is similar to aggregation, but collects news items and content about a single topic and posts it in chronological order for easy and logical reading.
Regardless of how you curate your content, there is one thing that can’t (and shouldn’t) be left for the bots: reading the content and providing commentary. Any tool or platform can repost, retweet or share relevant articles based on keywords all day long, but it can’t (yet) comprehend the context and put it into eloquent words. So while a SMM can automate some parts of curation, it can’t do everything.
Some marketing skills and human interaction is still needed to establish thought leadership and form a solid content curation strategy.