Creating winning content for your brand as part of a well-rounded marketing strategy can be challenging, but it’s worth it. The same goes for curation, the process of finding relevant content created elsewhere online and passing it along to your audience. Social media platforms are inherently hubs for sharing, so curating on social makes good sense. In fact, the benefits go both ways. Good content curation can actually help drive your social media strategy, too. Here’s why.
There’s always one kid on the playground who is a me-blaster—you know, always jabbering on about himself, his glorious accomplishments, and his great ideas. Basically, if that kid were a team captain, he’d pick himself first. After a while, the other kids stop listening to what Mr. Braggart says, even if it’s true. In this scenario, there’s no objectivity, no fresh voice, no trust, and it’s annoying.
Now, picture that kid as a business on social media. The business posts first-rate content, but it’s always single-sourced. Eventually, followers can get bored or even feel like the business is lacking in authenticity. As a whole, social comprises a suite of platforms that can really humanize brands. In this situation, though, it’s only serving to render them inauthentic and unrelatable—basically, the worst-case scenario.
In other words, don’t be that kid. Curate content. Mix it up. Find the best stuff on the web that matters to you, your industry, and to your audience. Then, annotate and share it. There are many reasons this strategy works so well, especially when it comes to social. Let’s touch on a few of those.
To me, iFame Media said it best when they made the case for content curation as it relates to social, saying, “Good content curation makes your social media and website a “must read” for people interested in your product or industry. That includes social media content curation – which may be the most important of all.”
Just what makes curating on social such a big deal? For starters, the number of consumers on social—and, while we’re here, the number of those logging in from mobile devices and spurring the mobile mind shift—continues to rise significantly year over year (see Figure 1).
Curating content that’s valuable can help you grow your audience and reach a larger part of that social/mobile pie. If you share content from influencers and thought leaders, they’ll likely take notice and return the favor. (Your brand might even be seen as a thought leader in the process, depending on the quality of what you create and curate.) All of these opportunities for reciprocity not only showcase your brand’s ability to work with others and value outside perspectives, but it also contributes to your overall social media strategy. Reach is what you want, right? With curation, reach is what you get.
To get the most from your curating efforts, make sure you’re doing it consistently and thoughtfully—that is, you can’t just curate funny cat memes all day and expect your reach to grow (or keep your job). Make sure the content you’ve chosen to curate is accurate, fresh, concise, and relevant. If you need a curation starting point, try to find stories about (or by) leaders in your industry, and add their perspective to your page.
If you’re not curating content for your social media platforms, you’re missing a key piece of the puzzle. After reading this post, have you decided to give your curation efforts a boost? Bravo! There are tools you can use, and I’ve already compiled them for you. Check out: A Marketer’s Guide to Content Curation Tools
Now, I’d like to hear from you. How does curation fit into your overall content strategy, and what is your specific approach to curation and social media? I’d love to hear your thoughts.