Content Curation: Underrated yet Highly Effective
By Norm Reid
Well, if this isn’t the most under-utilized method of attracting followers and building up your authority I don’t know what is. Content Curation is basically collecting, sorting and sharing information, which sounds kind of boring but it can really work to your favour if you are good at it.
We are all bombarded with posts, emails etc., but what if you had a knack of sorting the wheat from the chaff and presenting the best of the best to your followers.
If people see you have a knack for presenting useful, timely, and sometimes entertaining information, they will want to follow you. Guy Kawasaki has this knack and has generated millions of followers as a result. Even he suggests that writing more than 2 meaningful blog posts in a week is difficult, so a lot of what he shares is other people’s posts or things that he has found that might be interesting to others.
He and many other of the top social media giants (i.e., Gary Vaynerchuk) believe in giving and sharing first before doing any sort of self-promotional post. Guy Kawasaki suggests 1 self-serving post for every 20 others; and Gary Vaynerchuk gives, gives and gives before doing any self-promotion, hence the name of his book, ‘Jab, Jab, Jab, Right Hook’.
This is excellent advice, not to mention the fact that the repetition of posts is what works in marketing. It keeps you and your brand ‘TOP OF MIND.’
Finding the best Content
The first step is to find good content. This can just be good content you come across in your normal day-to-day activities online. Or you can actively search for it using a variety of tools:
- Google Plus
- Google Trends
- Google Search
- Your own social feeds
There are plenty more sources and you will find the best sources for your industry as you go along.
Organizing your Content
As you find your content you may want to share it as you find it and that’s fine but it’s also a good idea to organize it in some form so you can keep track of what’s been shared.
You could put the links in a spreadsheet, bookmark them, or create a reading list.
Sharing your Content
Sharing your one or two blog posts a week isn’t going to cut it. These days with people following so many people and news feeds just filled with new stuff every minute, that blog post shared out 1 time is easily lost.
Here is one suggestion that will increase the likelihood of your posts being seen, but is not likely to annoy people.
Curated Content (every day except the one that you blog on)
- Twitter – 3 times per day
- Facebook Page – 2 times per day
- Google+ Page – 2 times per day
- LinkedIn – 1 time per day
Your own blogs (assuming you do 1 per week)
- Twitter – 3 times (first day), then 2 times (second day), then 1 time (third day)
- Facebook page – 2 times (first day), then 1 time (second day), then 1 time (third day)
- Google Plus page – 2 times (first day), then 1 time (second day), then 1 time (third day)
- LinkedIn – 1 time – Repetition is not such a good idea on this professional network.
This is not overdoing anything. I don’t expect you would annoy anybody with this schedule and are more likely to gain way more followers than lose any.
And don’t forget to post in any Google Communities, Facebook Groups or LinkedIn Groups you are a part of as well. You’ll want to keep it down to just once for these however or you’ll be seen as a spammer.
Don’t Forget to be Social
If people are following you, mentioning you, sharing your material and commenting, make sure you acknowledge these things. I’ve always been impressed with bloggers that take the time to respond to every comment.
It might be helpful to set up streams in Hootsuite to view your ‘Mentions’ as well as set up your social networks to email you when someone mentions or comments…
“But viewers aren’t being directed to my page!”
For those of you out there who are thinking, “Yeah, content curation sounds great, but the viewers aren’t being directed to my page,” – think again.
Snip.ly can drive traffic back to your site from the site that you originally sent people to.
Imaging sending people to a popular New York Times post and while they were reading it a call to action of your own was on the page (maybe along the top, or the bottom corner.
You can also have them subscribe to your newsletter directly. How cool is that?
Honestly, this is a great tool – and it’s free. Be sure to keep this one in your back pocket when you’re doing your content curation.
Content Curation + Distribution
If you’ve taken the time to create and gather some good content, it’s time to go all the way and focus on distribution as well.
It’s a crowded world online and it’s getting more saturated all the time. One post on a social media channel, even if it’s perfectly timed, just isn’t going to cut it. Start working on promoting these posts and watch your traffic and followers grow.