How To Curate Content To Benefit You and Your Audience
Think about the content you share for a second. Is it all your own content? If so, that needs to change. As much as your audience may love you, they want to see a variety of content.
This is what we call content curation. Content curation (simply put) is sharing the content from others similar to you on social media. Sharing others’ content is one of the best ways to show that you’re not all about you, and that you value a variety of perspectives beyond your own.
If you are already curating content, are you doing it correctly? Is it the right content for you audience?
Let’s take a look! By the end of this post, you’ll be a pro at content curation.
Why Does Content Curation Matter?
When you curate content, you form new connections for both you and your audience. What do those new connections do for you?
- Increase your reach. You’re going to attract the audience who loves the kind of content you shared. Win.
- Connect with influencers. You’re going to share content by the leaders in your industry, opening the doors to communicating with them.
- Expand your audience’s experience. You’re helping your audience connect with other people and ideas that may hover on the far edge of your niche. While you might not be prepared to dive in and cover some content topics in detail, sharing the work of someone who has to an audience that might be interested is helpful. It’s best to focus on your content niche, but sharing related and peripheral content will hit those audience members who are interested out on the edge without you veering off your content plan.
Hidden Benefits of Curation
Not only does content from others benefit your audience, but it also benefits you. It’s faster and cheaper to create. Curated content is much faster to create than original content. Rather than spending 5 hours writing an awesome post, you can spend 5 minutes searching for an awesome post.
Use curation to expand out of your area of expertise. You have to ask yourself, “to curate or create?” If you don’t know much about video marketing than it makes more sense to share content from someone who does. This way you know your audience will benefit from an expert.
If you curate content the right way, you can open new relationships. A good piece of curated content will actually drive traffic to the sources you link to. In return, you will drive influencers to your own page this way and they might share your content in the future.
Include Curation In Your Strategy
Now that we’ve covered how awesome and beneficial content curation is, it’s time to implement it into your own strategy. First off, you’ll need to locate and find curation worth sharing. It’s one thing to share content, but it’s another thing to share GOOD content. So where do you find this magical content!?
Start by putting together a list of tools to use for curating. Rather than just using one tool, you can use multiple to make sure you’re getting the most variety of content for your audience. Here are a few we recommend:
If you’re looking for more options, check out this list of tools from Curata. With tools like Feedly and Storify, you can create different categories of content and save time! In the social media world we have no time to spare, so curation tools are here to help.
Find Your Content Core
As a content curator it’s your goal to share content that your audience will enjoy and benefit from. The purpose of the content core exercise is to understand the difference between what you do, and what you need to talk about.
Visually, the content core looks something like this:
At the center of your content is what you do. At CoSchedule, we make editorial calendar software, so this is a combination of social media and content marketing topics. For our customers, we solve problems such as:
- Providing a single interface for planning and executing content marketing efforts.
- Displaying an upcoming publishing schedule on a visualized monthly calendar.
- Allowing users to reschedule content via simple drag-and-drop.
- Facilitating team communication and an effective workflow.
- Providing a tool that helps them save time and grow their blog traffic.
These are topics we should definitely write about and be searching for to help our audience understand a correlation between our tool and their needs.
As we move away (ever so slightly) from our content core and focus on what our target audience really wants to hear about, we improve the effectiveness of our content marketing and better focus in on our target audience’s needs.
Keep this in mind when you are searching content through various sources. There are plenty of tools out there that will help you with curation, you just have to figure out what your audience wants to read about then decide which sources will work best for you.
Here are some examples of strong sources:
- Reputable publications in your industry.
- Blogs from other companies you partner with.
- Your clients, if you’re an agency or consultant.
Content Marketing Institute also put together a killer list of curation sources.
Create A Workflow
To create a solid workflow with curation you’ll need to get set-up with a few tools. Here at CoSchedule we primarily use BuzzSumo and Feedly, but be sure to test different tools to find what work best for you.
Feedly is one of the most popular tools for content curation. It allows you to sort, aggregate and classify information from hundreds of sources. With Feedly, you can find content and organize it with categories.
I’ve personally created categories such as blogging, content marketing, and social media. This way when I find multiple pieces of content, they can be organized more efficiently.
It’s easy to get started with Feedly:
- Set up an account on Feedly.
- Use the search box to find topics you’re interested in. Feedly will provide a list of websites or blogs related to your search.
- Click on a site you want to follow. The right side of the page shows you the top stories from that site so you can see if you really want to follow it.
- If the site is what you’re looking for, click the Follow button. The Add a New Source sidebar slides out.
- Give the website a category (you can create your own) and click Add.
And that’s it! After you’ve created categories and start adding content, you’ll soon have a huge list of content that you can go back to and share.
Here at CoSchedule, we built a handy curation tool ourselves that we call the CoSchedule Chrome Extension tool. With the CoSchedule Chrome extension, you can quickly curate, create, and share content with followers without ever leaving your browser. No more copy/paste commands or switching from one tab to the next!
Share articles, quotes, and links from your favorite sites and bloggers. Find an article you want to share and simply click on the CoSchedule extension to quickly schedule a share right onto your CoSchedule calendar.
Choose which social profile(s) you want to share too and add a social message. The CoSchedule extension will automatically pull the link from the article.
Want to add an image? No problem. The CoSchedule extension intuitively pulls the header image for you. That saves you valuable time—no more downloading, saving to your hard drive, then uploading an image to your share!
You can select a date to schedule the post and label it a specific color to categorize it on your CoSchedule calendar. We’ll use our Best Time Scheduling feature to make sure it receives the highest engagement.
Take your curation a step further by adding your content it into ReQueue. With ReQueue from CoSchedule, you can automatically share curated content and let CoSchedule intelligently fill your daily social schedule.
ReQueue is so great for curation we even added it into our Chrome extension tool. You read that right! Now you can not only share curated content easily, but you can store it into ReQueue to be automatically shared later. Get ready to save time – lots of time.
To do this, find the article you want to curate and click on the CoSchedule Chrome extension. Locate ReQueue at the bottom of the pop-up window. Click the toggle to turn ReQueue on and select which group you want to place this content. (Hint: Make a content curation group.)
Click Add and this content will automatically be placed into the ReQueue group you’ve selected. Do this several times and soon you’ll have a huge storage of content that will keep your calendar full. With ReQueue you can set it and forget it.
How Often Should You Be Curating?
There are many different formulas and recipes for how often to curate content, but it all boils down to what works best for your audience.
The CoSchedule Recipe
The CoSchedule Chrome extension makes social media curation planning and publishing a breeze. So what do we recommend?
- 50% curated content.
- 25% your own content.
- 20% engagement.
- 5% promotional content.
Implement These Tools For Easy Content Curation
Now that you know how the CoSchedule Chrome extension and ReQueue work, it’s time to add these tools into your own strategy. Your audience will gain more knowledge and you will save hours of handcrafting content everyday.
When you curate content correctly, everyone involved benefits. The content creator gets visibility, you make your audience happy, and your audience gets good information.
Download the CoSchedule Chrome Extension today for free and start curating (CoSchedule trial or account required)!