When it comes to using content curation on social media, the saying “everyone is doing it” is actually true. According to curation giant Curata, best-in-class marketers use a content marketing mix of 65% created content and 25% curated content, and nearly every business is doing some kind of curation. In fact, the company’s benchmark back in 2014 showed that only 5% of businesses didn’t use curation tactics. So if curation is a basic need for marketing - why isn’t every company using it to its full potential?
Many brands use content curation on their owned and operated websites and blogs to promote industry news stories, but social media is the marketing platform where curation happens most. Social media content curation takes place when a marketer filters through all of the interesting content online and shares the best news, video, images, etc. he/she finds online on a company’s social networks. As Rohit Barghava writes in the Content Curation Manifesto, marketers who curate content “will bring more utility and order to the social web. In doing so, they will help to add a voice and point of view to organizations and companies that can connect them with customers – creating an entirely new dialogue based on valued content rather than just brand created marketing messages.”
Beyond the value content curation offers your customers, it can also benefit your brand. When customers view you as a leader in the industry, they’re more likely to purchase your products and services. B2C brands can use their curated content on social networks such as Pinterest and Instagram to earn new followers and showcase their personalities with viral-worthy posts. Great marketers add a piece of their own brand on the articles and images they share with comments, CTAs or links back to their own company sites. See the image above from Curata as an example.
Well-curated content attracts readers and often generate a lot of social interactions such as likes and retweets. An example? Expo Comic Mx embraced content curation to get better results from its Facebook page. The brand posted a photo featuring a happy Stormtrooper family using the photos of Kristina Alexanderson. That photo has garnered more than 13K likes, 756 comments and more than 7,000 shares.
Curated content can be collected and re-used (always crediting the original source) many times over. Once you have a good amount of this content, you can even use it to create your own original content. Additionally, curated content can be a great way to break the ice and start building relationships with other influencers on your social networks.These relationships can result in future occasions for link building, social shares of your own original content and even collaborations. In other words, curation can jumpstart your influencer marketing. You can see this relationship dynamic explained in the image below.
Today we have influences; in the past we had other curators who knew the right sources to share with the masses, in places such as libraries, museums and universities. Today there are five types of curated content.
Brands and individuals that best embody curation best practices for the types of curation listed above include the following:
Keep in mind that you shouldn’t flood your social media pages with curated content without also focusing attention on your own brand. There must be a balance of both created and curated/shared/re-tweeted posts.
Now that you know you need compelling, timely content to get your name and products out there (and have seen examples of how to do so), it’s time to start thinking like a publisher and develop a content curation strategy that your full marketing team can agree on. Within your social media strategy, you should plan to include that magic 65/35 curated content/owned content split.
But don’t plan to manually sift through content yourself if you can help it; the research could take hours. Identify top blogs, influencers and individuals to follow. Monitor RSS feeds of relevant sites, and ensure your greater team is involved in screening content for relevance and value. Place curated content alongside your created content on a content calendar. That way, you can enjoy an overview of your curated/created content distribution ratio and track if you have focused on central theme enough.
BuzzSumo has a free version, with the paid version starting around $99/month.
Choose a few platforms that work best for you / your business. You don’t want to choose so many that you’re overwhelmed, so focus on only what’s helpful and can help you save time--not those that add extra work or make curation more confusing.