How to curate content for better engagement

How to curate content for more engagement

Susan MoellerBusiness Development

Manager @susancmoeller @buzzsumo

“We’re all on the same mission to find the absolute best material to enjoy and to share with our followers.”

- Kristina Cisnero at hootsuite.com

Curation can:

Help establish you as a trusted source for quality information about your industry.

Give you the opportunity to interact with your audience more often--less expensively.

Build your own list of possible blog topics, speeding up your writing by providing a ready list of ideas to choose from, and broadening your format options.

Make reporting on earned media mentions much easier.

Strengthen influencer relationships.

Solidify customer relationships

Content marketing Sherpa?Yes, please.

You need a plan!“Get your team together and create a documented content marketing strategy. “via

@toprank

Share links to other people’s content

Plan

to...

i.e.

Or publish links to news that’s relevant, directly from the source.

Say why it’s important.

Find news: ● Set alerts for

posts at social platform blogs

● Read industry news

● Read financial news

● Set and monitor alerts for network mentions

Or publish links from other sites when they talk about you.

Stretch the reach of the earned media.

Create Earned Media Saved Content ListsFor easier reporting…

For planned sharing...

(...Or rainy days

and Mondays. )

Export lists from “Saved Articles”

Share with your audience when something is genuinely helpful.

@Tag the person who helped you.

Share articles that are beginning to trend.

This helps your audience to see you as the trusted authority on content that’s important to the industry

Share articles written by influencers you would like to cultivate relationships with.

This raises your profile with them while offering something of value.

Find their content. Share. Like. Comment.Make it a habit.

You can create a saved content list for authors, too. Allowing you to bookmark for later sharing, linking, and quoting.

Share links to Competitors’ content?

Yes, I sure do. In this business, and in many others, the "competition" can be your best source of referrals and partnerships. Also, great marketing comes from a desire to serve and help your audience. If someone else creates something my audience would love, I feel like it is my duty to share it. People decide to work with one person over another based more on emotion and connection rather than any one particular piece of content. So, if what I share from someone else really touches a person and they decide to work with them instead of me, that's great for everyone!

-- Alisa Meredith

Alisameredith.com

@alisammeredith

Pro

“I do not share competitor's content, no. The reason being that my main goal and motivation for the work I do is to BEAT my competitors. The last thing I want to do is help them reach their goals faster. That being said, I still respect my competitors; they are still humans just doing their job. But the way I see it is, would an actor auditioning for the role of their life recommend someone else for that role instead? Would Ronda Rousey recommend Holly Holm for an opportunity that would bring her fame and glory? Probably not. So no- I do not and will not share my competitors' content so long as they are my competitors.”

Nadya Khoja

Venngage.com

@nadyakhoja

Con

“To answer your question: as of right now we don’t share our direct competitors’ content. Not just because they’re direct competitors but we find the content is not providing enough independent and resourceful information to our community. Apart from that we are happy to share every content we find valuable in the industry, even coming from potentially competitive websites/blogs.”

Holisoa VahinisonMarketing Director

phydeo.com

Maybe? If it’s good enough

Best Practice tips for sharing links

● Test ratios that work for you

● Add your own spin or take

● Remember: Shared experience and audience building, not hot potato

https://blog.bufferapp.com/self-promotion-in-social-media

“Aggregated content is content compiled automatically without regard to quality.Curated content is hand-picked

content with a focus on quality.”Sean Bestor, sumome.com

Showcase others’ work in your own posts and articles.

Plan

to...

Email a roundup of great posts

Find posts by topic, save to publish at week’s end.

Email a roundup of your own posts that people liked most

Write a post about trending posts.

Write a best of <Insert time frame here> post.

Write a best of tips/resources/ideas post.

Use saved articles to store favorites until you are ready to write.

Write a commentary post

Build your content around ideas gained from others.

Plan

to...

Become a writing idea hoarder.Ann Handley,

Content Marketing World 2016

Build a skyscraper or best answer to beat file

Build a posts that resonate with my audience file

Build an influencers post list so that you can quote them or link to them

Promote your customers’ content.

Plan

to...

Consider user generated content

Rely on customers as resources when you create something new.

Be ethical.

Plan

to...

“Content curation gives credit where credit is due.” Heidi Cohen, at anderspink.com

Great 10 point ethics checklist at Content Marketing Institute.

http://contentmarketinginstitute.com/2013/11/ethical-content-curation-checklist/

I’ll include the link in the follow up mail :)

Questions?Want to talk strategy?Susan@buzzsumo.com

Thank you.