A good content curation strategy will consider different approaches in order to maximize impact. Much like investment where putting all your eggs in one basket isn’t ideal. Content curation for blogs and social media works best when you add some variety to your effort. Here are a few ways to do so…
Do a Google search on a topic, create a list of all the top/best blogs you can find, write a post with each of them spanning a paragraph of section. You can create round-up posts of your own articles, too. Round-up posts work because they present different perspectives to a certain issue, allowing the reader to find a solution that works for them.
Round-up posts are also a great way to launch an ego-bait campaign. Instead of just putting together a list of generic articles, find posts from experts and influencers in your industry. Link to their article from your’s and give them a heads-up when it goes live. Chances are they will thank you by sharing your article with their followers, exposing your brand to a large, very targeted audience.
While your competitors might be publishing oodles of round-up posts, you can steal a lead from them by listing out webinars instead, giving your audience some fresh new content. Almost all powerful speakers and thought-leaders today take part in online webinars, and you can (usually) find their presentation slides on sites like Slideshare. Try finding the best presentations on your topic of interest and aggregate them in your post. If you can list out specific webinar recordings, then even better. Many influencers gate their recordings behind a sign-up and might even have an affiliate program running which you can opt into to earn some commissions. Here’s a great article on how to approach influencers and win them over.
“Latest” Content Lists
Now, this could’ve fit under round-up posts, it does deserve it’s own section. While roundups can be ever-green, your audience is also looking for the latest and greatest piece of information out there. Sites like Buzzsumo, Google News and your Facebook/Twitter/LinkedIn news feeds are great places to find the latest goings-on in your niche.
Create a Google Spreadsheet and keep pasting links to it. When you have enough matter to make a post, list it out and hit publish. Latest content lists are best when all the news pieces are fresh, preferably less than a week old. Adding your own views to the matter will also help greatly.
Tips and Tricks/Guides
While theory-heavy articles, op-eds etc are all nice, more instructional pieces are great for content curation for blogs and social media, too. Chances are, you have already faced the problems your audience is facing. If so, what did you search online that finally helped you overcome it? Brainstorm all the problems your audience-members are likely to face. Then, go out there and find the most direct and most effective ways to solve said problems.
You are not restricted to articles or videos, either. Ask experts in your industry for their views on how they would solve a particular problem and record them in your article. Hit publish and share it with them. With any luck, they will share your piece, too.
Usually a visual representation of data, infographics are a great way to get factual content in front of your audience. Find interesting tid-bits of information, statistics and trivia, put it together with graphics that illustrate the points and publish it. It’s well known that we humans are visual creatures. Any illustration is therefore always well received. Infographics are also more liable to go viral, especially if the content is fresh.
Curation Vs Creation: The When and How of Both
When you start content curation for blogs and social media, it’s easy to fall into the trap of thinking this is all it takes to get traction online. While content curation is great, know that creating original content is even better.
Content creation is how you can present your own views to the world and that’s actually what makes you a thought-leader. The peril of sharing only curated content is that your audience will start to perceive you as lazy and/or looking to make a quick buck instead of adding value.
Whether you need to be curation or creation focused depends entirely on your marketing goals. There is good data that suggests curated content generates more clicks than created content. This makes sense as most of the best information you can find will be way out there.
Also, people are more likely to believe content you’re pointing to is not a quasi-sales pitch. While content curation for blogs and social media definitely works, you are obliged to link to your sources, so, the risk of driving traffic away is always there. In other words, if your online marketing activities generates revenue via ads, then curated content is the way to go. It will help you publish at a faster clip and you won’t need to worry about quality.
On the other hand, if you are offering a product or service then you are better off creating more content than you’re curating. Not saying curating is bad, but asking people to sign up to your email list usually works better with original content. These can be blog posts, white papers, ebooks or long form articles.
One final word of warning. Pasting stuff from all over the can get on the bad side of search engines, which label such efforts as duplicate content. Your content curation strategy will work best if you add in your own voice to the pieces you publish. Better yet, rewrite the pieces in your own way.
If you’ve never heard of content curation for blogs and social media, then you might be thinking it’s a new strategy you need to learn. Fear not, chances are you’re already doing it all the time. If you are sharing articles, videos, memes and pictures on Facebook or Twitter, then you’re already familiar with content curation. All you need to do now is to start doing the same for your company. Some tools to help you out here –
BuzzSumo: Aggregates blog posts and allows people to search for the best pieces.
The Tweeted Times: Like BuzzSumo for Tweets.
Feedly: Hands-down the most popular Blog Reader in the world. Also, it’s free.
Google News: Is always on the forefront of all things interesting.
Medium: You’ll find a LOT of great articles being published almost daily here.
There are obviously many other tools, but these will help you get started. Of course, remember to create awesome content too! If you need some help with that, feel free to drop us a line. We at Contentools connect brands with some of the best wordsmiths out there. We know that creating great content is hard, but it gets easier if you involve the right people. Give us a shoutout and we will be glad to help 🙂