Filling up your content calendar can be tricky if you’re trying to use only your own original content.
You hardly have time to post on social media, so writing your own blogs to keep up with everything in your industry isn’t always possible.
Don’t worry – you can use curated content, which means sharing someone else’s work but in a way that still benefits you.
Please don’t stop reading here and then go share a ton of articles to your Facebook page. Like all things marketing, curated content requires a strategy before you get started.
Follow these steps for posting curated content and you’ll have an easier time staying active on your social channels.
How to Use Curated Content on Social Media
- Add your two cents.
Sharing trending articles on social media shows your audience that you are keeping up with everything that is going on. Your snippet could be something as simple as “Check out this article on [whatever the topic is]. What do you think about it?”
You should never share an article or post without adding your own caption. Even though you aren’t writing the bulk of the content, you need to use your brand voice and add your thoughts.
Try and start a conversation with your social audience around the content that you didn’t even have to spend time writing. This will (nearly effortlessly) engage your audience!
- Share with a purpose.
Your curated content for social media should answer any questions your current and potential customers have. Before sharing something, ask yourself how this benefits your audience. If it isn’t serving a purpose, don’t dilute your pages. Quality over quantity.
For instance, if you’re a plumber, all those delicious recipe videos you see every day may be enticing, but that doesn’t make sense for your social media. Your audience doesn’t follow you to see cooking videos.
What do they want? They want to see a video about how to snake a drain or an infographic on the breakdown of common minerals in your city water.
Bonus: You should also share community events across your social media pages. Local events should be relevant to your followers and you’ll get bonus points for being active in your community.
- Give credit.
If you’re using someone else’s content, tag them or their business in the post. They’ll likely engage with it and then your post will be shown to their followers too, giving you even more exposure!
- Mix it up.
Don’t think that you should only share articles. Share photos, videos, whatever is relative to your business and your audience will appreciate/engage with. Know that shared videos that allow viewers to easily click play have a better engagement rate than links to videos on YouTube.
Make it easy for your social media audience to absorb content.
- Make sure you are on the same page.
Don’t share an article with your social media followers without reading it all. There could be something in those final paragraphs that you don’t agree with.
But, that doesn’t mean you can only share content that aligns with your values. You should throw content in that you disagree with and explain why. This will spark conversation, and that’s what we’re going for, right?
- It’s not always universal.
You want to be active on all social media channels where people may see you, right? Not really.
Remember that each social platform has a purpose. For instance, LinkedIn is a professional networking site.
You shouldn’t be posting articles, photos or videos that aren’t relevant to business development on LinkedIn. It isn't the place to share that hilarious puppy video. Do I love puppies? Of course. Do I go to LinkedIn to find puppies? No, so don’t litter your followers' feeds with them. You’ll lose credibility.
Be strategic about how much you are posting and what type of content goes where. Our latest blog post about how to get started on social media breaks down social media audience demographics so that’s a good place to start planning.
- Share trending content.
If people are already having a conversation about a current news topic, join the conversation if it is relevant to your followers.
There are tools that you can use to see what content has seen the most interactions and shares. We like our tool, Radiate, that shows up trending content with the most retweets but we also like to add in Buzzsumo. Feedly is worth considering if you follow a lot of different blogs.
Remember that if a topic is controversial, though, you'll want to start a conversation around the subject rather than starting an argument.
These will get you started, but remember to look at your analytics and insights to see what your audience is responding to most. Tweak your strategy from there and always update your best practices. You’ll never get it down to a science because this realm is changing daily.
P.S. We’ve got a whole team of content curation experts! Check out our social content page to learn more.