Content curation is one of the most powerful strategies in social media marketing. Sharing third-party content from various sources helps to turn your social media channels into a valuable content resource for your audience. Content curation can also help to overcome some of the top challenges in corporate communication. Find out how to embed content curation in your corporate communication strategy to increase brand awareness, reputation, and engagement with your customers and prospects.
Content Curation basically describes the practice of sharing third-party content on social networks. However, professional content curation is not simply sharing links and titles from other sources. Curating content means, researching the best content on the web. But it also means sorting, filtering, and distilling the content, and presenting it in a meaningful and organized way around a specific topic.
For brands and organizations, content curation can help to capture attention for a specific area of expertise. In the era of content shock, people tend to look for sources of information they can trust. A well-curated content stream can help to provide the most relevant information your target audience is looking for. Your content stream becomes a trustworthy resource that customers and prospects love to follow and engage with. Content curation can thus help to establish brand-reputation and thought leadership.
A social media channel with a consistent flow of relevant content and up-to-date industry news will ensure a better engagement with your followers. When people like what you share, they will credit your content with their engagement. The more likes and shares you get, the more reach your content gets on the outer edge of your own social sphere and this will grow your social community.
5 Key Benefits for Content Curation in Corporate Communication
Corporate marketers are encountering significant challenges when it comes to creating enough high-quality content to satisfy their prospects’ and customers’ needs. A Content Marketing Institute report shows, that more than 64% of business marketers regard producing enough content as a top challenge. According to a Curata survey, 73% of marketers struggle with allocating time and resources for producing quality content. Creating engaging content (60%) and ensuring content consistency (57%) are other top challenges of corporate marketers. Content curation can help marketers overcome these challenges:
1. Content curation fills your editorial calendar
Do you manage to come up with solid gold content every day of the week? The average Facebook user creates 90 pieces of content each month. Can you hold up with this amount?
Creating original content on a consistent basis can be a very demanding task for corporate communication teams. Lack of time, budget and resources are the main obstacles to producing sufficient amounts of high-quality content.
However, shared content does not necessarily have to be your own. Content curation is a good way to fill in the gaps in your own content production process.
By curating third-party-content you can provide a content consistency. You can even increase the frequency of publishing content without increasing the pressure to create original content with your own resources.
2. Content curation ensures content variety
Curation content from a diversity of valuable sources will ensure a variety of contents, formats, and opinions. One of the top reasons people unfollow brands on social media is too much promotional content. Even if your content genuinely adds value, people can get annoyed by seeing only your brand’s posts. A diversity of content allows you to provide different perspectives and thus, make your timeline more interesting and engaging for your followers.
And, not every business and organization have the necessary time, budget, or resources to provide in-depth surveys or analyses of their industry. Content curation can help to bridge that gap and refer to articles, studies, or statistics from reputable sources and experts in their industry or niche.
3. Content curation builds brand awareness and thought leadership
Content curation helps you to draw attention to your business or brand. By sharing relevant information on current developments in your industry you can position your company as a valuable web-resource for expertise and know-how.
By not only aggregation content but adding own ideas and conclusions you offer orientation in an otherwise information cluttered web. You can provide value by filtering and distilling the most relevant information for your readers and provide different points of view. This will increase your credibility and trust.
A well-curated stream of content from reputable sources will turn your social media channels into a go-to web resource. Followers will associate your social media channels with valuable insights and attribute this expertise to your company, even if you haven’t created the information yourself.
4. Content curation ignites influencer relationships
By sharing content from others, you show that you care about their expertise and opinion.
Curating content from opinion leaders and influencers in your industry will make it easier to engage with them. This will smooth the way to driving their attention to your brand or business or developing a working relationship with them.
Promoting influencer content can be a good starting point to establish a long-term beneficial influencer relationship. Quoting and crediting influencers with @mentions will drive their attention to your curated posts. If you take some of their ideas, agree or disagree with them, or just elaborate on their ideas you can also encourage influencers to engage in your discussions. Engaging with influencers will extend the reach of your contents and ideas to their audience.
5. Content curation sparks new content ideas and education
Content curation has also an educating effect. By researching, reading, sorting, distilling and commenting on curated content, your team will extend your internal knowledge base of insights into current trends and industry know-how. This will keep your communication team informed on the latest trends and helps to add value and ideas for your own content creation process.
From each curated piece of content, you will take-away at least bits of information and know-how about innovations, other opinions, and different perspectives. Thus, content curation automatically will help you grow your own expert knowledge and are always up to date.
7 Success Strategies for Content Curation in Corporate Communication
Despite these key benefits, many businesses stay skeptical towards content curation. They worry that “promoting” posts from other sources will draw attention to these sources and drive followers away from their own channels.
However, these worries are serious considerations worth exploring.
Content curation covers more than just sharing information from other sources. It requires “shared value” by providing a context to the shared piece of content. To make curated content work for your company or brand, it needs a branded context. This means shared content needs to be embedded into a branded format that includes your companies voice. A branded format can be a blog post or a newsletter, a branded infographic, or simply a personal comment in your social media posts.
In other words, content curation needs a definite place in your content marketing strategy. Here are 7 tips to make your content curation successful.
1. Curate only high-quality content
The main purpose of curated content is not just filling your editorial gaps. Content curation aims at presenting a selection of high-quality information that gets to the essence of what your followers really want to know.
The core attribute of a successful content curation strategy is that you have a deep understanding of your target audience. A good content curator provides a selection of the best content that matches their interest. Curated content needs to add value to your own original content. So, always think before you share. Select your sources carefully. Assemble the top content you can find on your topics.
By mixing your own original content with posts from a variety of sources you add a diversity of information and perspectives to your topics.
2. Don’t just aggregate content – add context to curated posts
If all you ever do is sharing links and titles from other sources, then you aggregate content. Aggregation will not display your own expertise and knowledge, but only those of your curated sources. Your curated posts will lack personality and originality.
By adding your own comments and perspectives, your curated content will become an integrated element of your own content strategy. Opinions and perspectives will give each curated post a branded context and your company’s voice. Tell your followers why you are sharing this piece of content and why you think it’s worth reading. By praising or even contradicting the shared ideas you show your expertise on the topic. Personal comments will add a human touch to your curated posts. Commented posts are more engaging for your followers and will encourage them to share their own opinion.
3. Credit the creators of your curated posts
In most social networks, crediting is quite simple by including a via @handle in your comment. By tagging and crediting the source or the author, the creator will be informed of your post.
Everyone likes to see that their posts are shared, and many will react with a like, a thank you, or by participating in the discussion. Thus, crediting important influencers in your industry can be a good starting point for beneficial influencer relationships.
Sharing posts from influencers will increase chances that they will return the favor sooner or later and thus, increase the reach of your own original content.
4. Experiment with content and measure your performance
By means of curated contributions, you can analyze which topics, formats and types of content work best for your community.
Do a thorough research on how your audience reacts and engages with different contents and formats. Present a variety of formats such as text, blog posts, images, infographics, video, and presentations.
The number of likes, comments, and shares will show you what your community specifically likes and is most likely to engage with. This will give you valuable ideas on topics you can follow up or formats you can adapt for your own content.
The analysis of your communities’ engagement with curated posts can be a valuable source of inspiration. It will help you to produce more engaging original content.
5. Share curated content at the best times to post on social media
Every network has its own rush hour for traffic and engagement. To reach as many readers as possible across different networks, schedule your posts at the best time to post on each network.
Share your content at the times your target audience is most likely to be active and engage with your posts to get more reach.
As users tend to engage in various social communities, scheduling your posts at different times across multiple networks increases your chances to reach more people and get more likes, shares, and comments.
6. Create a well-balanced content mix of created and curated content
For the best content mix on your social media channels, you can follow the 5-3-2 rule.
With every 10 posts share:
- 5 pieces of curated content: third-party content that is relevant to your audience and relates to your topics.
- 3 pieces of created content: your original and even promotional content.
- 2 pieces of personal content: these can be fun and entertaining contents, off-topic contents or very personal comments and statements.
7. Use social media tools for scheduling and consistency
To find top trending topics and news on a regular basis and to mix them with your own content you will need a profound social media plan. Social media tools can help you to research, collect and schedule your contents to save time and effort.
The best sources of relevant content for curation are blogs and media sites. Good sources are also the social media timelines of industry influencers. Collect your selected posts for distillation. Then schedule them in a well-balanced mix with your own created content.
Social media tools can help you to research and collect content for curation. They can also save time and work for scheduling and sharing them across multiple social networks. However, don’t share the same content in the same way across all channels. Stick to the hidden rules of social media cross-promotion. Select your channels carefully and only share what is valuable to each specific community. A social media cross-promotion strategy helps you maximize the specific characteristics and strengths of each network and community.
Tools to use
- With tools like Inoreader, Digg, Stumbleupon, Feedly or Pocket you can collect and organize your selected RSS feeds and your selected posts for your content curation activities. You can also find more reading suggestions based on your saved topics.
- Nuzzel provides industry news and media intelligence. By connecting your social media accounts, you will also see, what your followers subscribed to.
- Scoop.it makes it easy to find and curate interesting content by specific topics and keywords. With Scoop.it you can add your own sources via URL or RSS feeds and you can also schedule and share your posts on your social media accounts.
- For blogs and websites based on WordPress, Blog2Social provides a plugin solution to customize, schedule and share your own content as well as curated content across the most popular social networks right from the WordPress dashboard. Blog2Social is available as a WebApp and as a browser extension for Chrome and Firefox.
Content curation is an essential element to complement your own created content for corporate and social media communication. Curating high-quality content embedded into a branded context will increase reputation and thought leadership. This will turn your content channels into a go-to web-resource for your target audience. By growing your social media community, you will increase attention for your own content and drive more traffic to your brand and business.
Social media automation tools will help you to save time for research, scheduling and cross-promotion across multiple social communities to fill your social media timelines with a well-composed consistent stream of relevant posts.
For more information on how best to use content curation, check out this great infographic from Uberflip.