“Curating content.” Certainly a buzz word these days, but what exactly does it mean? Let me simplify it for you:
Content curation is sharing relevant content to your communication channels from a variety of sources.
Content curation can be sharing your own content, but also content from other sources. Sharing relevant content from other sources will help to position you as a thought leader. In order for this to be effective, you need to have a good understanding of your target audience and niche to make sure you are sharing content that will be the most relevant and interesting for them.
Read on for some tips on curating content for your audience:
1. Build value by sharing only relevant content with your niche
Did you know that roughly 15% of social media users will unfollow a brand if they post too much content that is irrelevant to them? (AdWeek) You need to have a clear understanding of your niche and target audience to make sure that you aren’t sharing content that will have no value to them. For example, if you’re a worldwide tourism company, it wouldn’t make sense for you to be posting about a local craft fair. That isn’t your audience, it won’t be relevant for them, and it could end up in the dreaded unfollow.
2. Personalize the content you’re sharing to start a conversation
It’s great to share a blog, article, or video that will be interesting and informative for your audience, but you can add even more value by telling them why they should check it out. Add your own opinion of the piece – this will help to position you as a thought leader.
3. Find quality sources and create a process for curation
Look to industry leaders, influencers, and news agencies to find great content to share. Add yourself to their newsletter and monitor RSS feeds. Remember that anything you share will represent your brand, so you should read each piece before you share it. There are a number of tools you can use to streamline the process. Check out HubSpot’s blog for a comprehensive list.
4. Create a content calendar and schedule
Now that you’ve started to “mine” some great content, create a content calendar and schedule your posts. There are many tools you can use for scheduling, including Hootsuite, Buffer, Sprout Social and Social Oomph.
5. Remember the balance
Don’t forget that your social media channels should still contain a mix of your original content and curated content. You need to achieve a balance of both in order to establish thought leadership.
I hope you found these tips helpful! If you have any other great tips for curating content, I would love to hear them! Feel free to share in the comments. 🙂
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