When it comes to content curation for social media pages, some marketers believe that it resembles art a lot more than science. There aren't any fixed formulas, rules or criteria that apply to each and every business, nor is there a guaranteed recipe for success. Even among the bigger brands with teams of dedicated professionals managing their social media posts around the clock, it would seem like some of them are able to make a better connection with their audience than others.
Even though there is no “one size fits all” solution, there are still some guidelines you can follow that can make your use of curated content more efficient and beneficial to your business.
Why You Need Social Media Content Curation
The most common mistakes in social media marketing are being too self-involved and having social media feeds that are too crowded with content. Proper content curation can help you avoid both. At the same time, it is also able to help you build more solid relationships with your audience by providing them with information that they value.
With curated content, you get the opportunity to share insights from a variety of experts. You aren't limited to just your own expertise. All of this creates engagement, which is obviously a highly desirable element of any social media marketing campaign.
Give Your Audience What They Want and Need
Just because you find related content that fits in well with your brand, it doesn't necessarily mean that your audience will find it useful or beneficial in any way. Content sharing with minimal effort is called “lazy marketing” by experts for a reason. All that it does is clutter up a social media page with information that won't catch enough interest from its followers.
Before curating content, you need to be sure that you know your audience. Listen to them and find out what they're more likely to be interested in. If you interact with the public through your blog's comments section or on your social media pages, consider which questions are asked the most often. Look through other social media pages or online communities related to your niche and see what kind of questions people ask and what kind of problems they're trying to find solutions for.
Once you have this information, it will be a lot easier for you to find content that is relevant, timely, interesting and ideally offers solutions to problems that your audience members have.
Keep Your Goals in Mind
Whenever you make a post or share content on social media, you should ensure that it somehow is related to the goals you're trying to accomplish for your brand. You should resist the urge to post content just to make your page look active and full of information. Ideally, the content you share should be related to what your brand stands for and help reinforce that message.
Create an Efficient Process to Curate Social Content
Although manually digging through niche content to find something worth sharing is possible, it will quickly become tedious if you make it part of your daily routine. This is why you should put together a content curation process before you share your first post.
Determine what the best sources of information in your niche are, such as the leading influencers and top blogs. You can use curation software to monitor RSS feeds belonging to interesting sites.
Have a content calendar that you use to plan your posts and use it to keep a balance between curated content and posts that are your own work.
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