Is the thought of creating content driving you crazy?
When you’re running a business there are never enough hours in the day.
The last thing you want to do is write a 2,000 words blog post or spend your lunch break stumbling around photoshop.
Luckily… you don’t have to.
Thanks to content curation you can keep your feed fresh. Your audience engaged. And, your brand top-of-mind.
This guide will walk you through the ins and out of content curation. Showing you step by step how you can curate content like a pro.
But before we get stuck in - a primer…
Think of a curator in an art gallery.
Of the plethora of art that exists, their job is to select only a few pieces of work. Ones that when seen, will captivate their audience and enhance their experience.
Your job as content curator is much the same.
But, instead of pulling out paintings you're picking out articles, images and videos. Content that can provide value to your audience.
Sharing content over a period of time helps you to build a relationship with your audience. And, demonstrates your knowledge and expertise.
Oh, and, unlike the labour of creating content…
It doesn’t have to take all day.
So i’m sure you wondering…
How exactly can content curation help you to grow your business?
Here are 7 reasons why small businesses and entrepreneurs choose to curate content:
Creating high quality content comes with a hefty price tag.
Paying professionals to research, write articles, create graphics and shoot videos doesn’t come cheap.
With content curation you keep your audience engaged without the cost.
If you tripped and fell injuring your knee, who would you go to for help?
A doctor or a knee specialist?
I hope you said a knee specialist!
Well… people trust experts.
And, as an expert who only publishes on-topic, high value content - people will come to you first giving you a leg up ahead of the competition.
“Winning customers over on social isn’t about market share - it’s about mind share.”
The average person sees around 5,000 advertisements each day.
That’s a whole lot of noise.
Using content curation as a way to keep your brand top-of-mind ensures that your message gets heard helping you to win repeat business and grow through word of mouth.
The world of social media is a crowded place. And, with competition increasing each day...
How can you stop your brand from going kaput?
Sharing content daily keeps your audience engaged and maintains a strong social presence.
It’s never a bad thing to expand your network...
Why not connect with content creators and influencers by sharing their content?
It only takes a second to tag them in a post.
And, you never know... they could share something of yours in return.
What better way to expose your brand to a new audience?
Adding a call-to-action helps you to convert you audience into customers.
When you publish a link with a call-to-action it shows up on any webpage that you share.
This prompts the visitors to take action.
Want to collect their email address? Promote a special offer? Or simply direct traffic back to your website...
Using a call-to-actions you can do just that.
MarketingProfs found 42% of B2C businesses struggle to produce a variety of content.
And, if you want best chance of converting your audience into customers... a variety of content that aligns with each stage of the buyer journey is exactly what you need.
Content curation fills in the gaps.
It educates your audience and moves them towards a buying decision.
Now you have a good idea of the benefits that come with a well executed content curation strategy…
Let’s take a look at the each of the steps involved in making your content curation a success.
Every successful marketing activity starts with a plan and content curation is no different.
The content you post on your social accounts should be a mix of original content created by you and curated content from other sources.
So just how much of your content should be curated?
Curata asked top content marketers and here’s what they found:
- 65% originally created content
- 25% curated content
- 10% syndicated content
This is of course, just a guideline. You should test and improve as you go.
“In essence, when you know what makes them tick - you know what’ll make them click.”
To get the maximum ROI from your content curation efforts — every piece of content you share needs to resonate with your audience.
Create a persona and use it to work out what really matters to your audience and what kind of content they want to see.
This will come in handy in step 3 when you you decide on your content categories.
Here are 3 things to think about:
- What are their needs and desires?
- What problems are they trying to solve?
- What goals are they trying to achieve?
Building an in depth knowledge into your audience takes the guesswork out of selection process making content curation a breeze.
Next up — it's time to decide on your content categories.
Categories make it easy for you to share a variety of content with your audience and keep them engaged.
Not sure what topics to pick?
One approach is to select topics that will help your audience achieve a desired goal.
For instance PureGyms' customers want to be — healthy.
Fitness Tips, Nutrition and Motivation make the perfect content categories for their audience.
Let’s a looks at PureGyms’ Twitter profile as an example.
As a gym their core topic is fitness. Sharing tips on how to improve strength is something that will resonate with big part of their audience:
🚴 Leg strength could not be more important for cyclists, so we've asked Sir Chris Hoy to share his top tips for getting stronger legs. Sir Chris recommended the following for both newcomers and more experienced trainers 🚴 https://t.co/paWR7Pec4l pic.twitter.com/BJKcKOxja5— PureGym (@PureGym) 18 November 2018
Working out and building strength are key parts of fitness.
But, without proper nutrition it would all be wasted. Here PureGym expand their topics to include healthy recipes:
PureGym Recipes | Courgetti Ideas— PureGym (@PureGym) 31 October 2018
Courgetti not only tastes great, it is an easy way to increase your vegetable and vitamin A and C intake. Follow these four recipes and see for yourself!
Full reciepes can be found on the blog here: https://t.co/2zRMDUm2JC pic.twitter.com/NX7Y2R6mOE
If you want to achieve your goals you need to stay motivated.
PureGym shares motivational quotes to do just that. A nice touch is to customize their imagery to make it more personal and fit your brand:
Content doesn’t always have to be about your product or service.
Sandisk sell memory cards… not the most exciting product to post about on Instagram.
To keep their audience interested, Sandisk curates visually stunning photographs.
With a large part of their audience being photographers this type of content works well.
Kodak — famous for their disposable cameras — are another company using a similar approach.
Notice the similarity in aesthetic between each of the photos. This running theme keeps all their posts nicely tied together.
The most engaging topics will differ depending on your brand and what your audience are interested. Here are some of the most popular categories that drive audience engagement:
Humans are wired to response to food. It’s in our DNA.
In fact women think food every 62 minutes. Men every 38 mins
If there is a way you can tie food into your content categories — do it.
If you’re a fan of banana cake you may find this example particularly pleasing:
Nobody likes a bore.
Incorporating humour into your content mix shows your personality and helps your audience to connect with your brand.
But, be careful…
If you are going to use humour — make sure that it’s tasteful and relates to your industry.
The last thing you want to do is post something that could offend somebody.
Make sure to use common sense and consider how your audience would react.
Have a look at this photo posted by Larry Kim. This is an example humour that works.
It’s both humorous and on topic. And, with 374 retweets and 747 likes it done a great job of engaging his audience.
Here another example from evernote.
This cartoon comic strip ties in nicely with their brands mission to promote productivity.
Keeping up with industry news can be a job in itself.
Help keep your audience informed by curating important news stories relevant to your industry.
If you’re looking for a way to spice things up… why not add you own summary of events?
BREAKING 🚨Search Engine Land (@sengineland ) was misidentified by Google’s system as being hacked and was removed from Google’s search results early Friday morning.— Larry Kim (@larrykim) 30 November 2018
— https://t.co/2GaGSrldHD pic.twitter.com/w7KwYSamn6
Get creative and think outside of the box.
What kind of topics would interest your audience and could tie in with your product or service?
Now you know how much content you plan to curate and what you’re topics of interest are. Your next move is to source some content for your feed.
Remember - variety is key. Find as many sources as you can to keep your posts fresh and exciting.
Let’s take a look of some popular ways to source content:
As someone growing their business on social media — you probably spend a big chunk of your day there.
And, with over 500 million Tweets being published each day — social networks make a good starting point for there aspiring content curator.
But with so much content on offer — keeping things organized can be tricky.
Luckily there are some built in tools you can take advantage of to make your job easier.
Using Facebook Collections you can store and categories content directly from the newsfeed allowing you to curate content in real-time.
Creating multiple categories and storing your content accordingly makes it easy to find what you're looking for when you need it.
To save a post in to your collections, view the post options and click Save link:
Then, to move the post to a specific collection click “Add to collection” and select the option from the menu:
You can now access your saved content at anytime by clicking “Saved” on the left hand-side menu:
Great content can easily be lost in the sea of tweets that flows through your feed each day.
Use Twitter lists to keep everything organized. By creating lists based on certain topics you can easily source relevant content when you need it (ie Nutritions, Fitness Tips, Motivation).
If you’re curating content on Pinterest an easy way to do this is set up a new board for each category then set it to private.
Feedly is a content curators best friend. It pulls content from all your favorite websites and dishes it up in one place.
When you find something your audience would like, you can share it directly to your social accounts, inside Feedly.
If you’re always reading blog post and finding new content to share online then you will love Pocket.
It allows you to save any content on the web at the click of a button.
Using tags you can easily organize or your links and find what you're looking for.
Using our browser extension makes content curation on the go even simpler.
As you find great content on the website, you can add it to your queue to be automatically posted across your social accounts according to your schedule.
Don’t just publish content to your feed using the headline of the post… make it personal by adding your own message.
Curation is about enhancing the content for the benefit of your audience.
Show them a different perspective they may not of seen elsewhere, it’s great way to add value and display your expertise on a topic.
Modifying headlines is a great way to add your own personal touch and make your posts demand attention.
Lindsay Kolowich curated this post for Hubspot, The State of Modern Meetings. By modify the headline she was able to make the post jump out and grab the attention of her audience:
This example by Larry Kim shows how injecting some personality and fun using emojis can entice engagement from your audience.
Here are 5 ways you can modify your post to get attention:
- Add a touch of mystery
- Include a number
- Use brackets
- Include emojis
- Custom post image
That’s right — the time has finally come to share your content.
The key thing to keep in mind is consistency.
As you start to share content regularly, your audience will begin to expect — and hopefully if you’ve done your job right — look forward to seeing your posts.
Take a look at this #FridayFeeling post from Evernote:
They post a different comic related to productivity every friday — consistently.
Don't’ have the time to keep logging in to your social accounts throughout the day?
Save yourself some time (actually up to 10 hours per week) by using our scheduling tool.
Setting up your schedule is simple and give you complete control over when your content is published.
To get started click here
Thought your job was done? Not quite…
If you want to succeed with content curation you need to measure your success.
By analyzing your likes, shares and comments and working out what content your audience responds to, you can refine your content selection to drive engagement.
Now you have an understanding of what content creation is and the process involved...
Let’s take a look at how you can use tools to streamline the process making it quick and easy to find, select and share content across your social channels.
For illustration purposes let’s see what a curation strategy would look like like for a personal trainer.
The first step is to create your categories in order to keep your content organized.
Here we have created 3 categories; Fitness, Motivation and Diet.
Now all your content can be stored topically, ready to be published according to your predefined time slots.
Each category can be assigned multiple time slots on your schedule.
You can, for instance, add a time slot at 6am, 8am and 9am to publish Motivational, Fitness and Diet content, respectively.
Finding content on social is simple.
Just type a @username, hashtag or keyword in the search to reveal sources related to your topic.
FitnessMagazine looks like a great place to start for our personal trainer.
From the search results you can now start to select content and add it to your queue.
It’s easy to uncover content your audience will love, with advanced search and filters you can find engaging content in seconds.
For instance you can sort results by most likes or most retweets to surface the most engaging content taking the guesswork out of the selection process.
Looking for something specific?
Forget scrolling through someone's feed…
Using the keyword filter you can refine your results to pinpoint the exact type of content you’re looking for.
In our case we only wanted to find healthy recipes to add to our Diet category.
As well as sourcing content from social you can import content from RSS feeds.
This is a great way to get content first - sometimes even before the creator publishes it to social.
Using the browser extension is a convenient way to add content to your schedule as you browse the web.
When you find some content you want to share, click to open the link in the composer.
At this point you can customize the message to add a personal touch.
You can easily schedule your post to be published across all your social channels including Twitter, Facebook and Pinterest.
Click the Next button to select your category and add your post the queue.
You can also select a Call-to-action to direct your audience back to your website.
To create your own custom call-to-action upload an image then update the details and click save.
It’s good idea to create few different call-to-actions and test them out to see which one works the best.
Be sure to measure your campaign success and improve your strategy as you go with insights from the analytics dashboard.
As we have seen, content curation is great way to keep your audience engaged on social and doesn’t have to have to take all day.
With the right tools you can have a months worth of content scheduled in less than an hour.
To get started today with our social media management suite click here