How to curate content for better engagement

How to curate content for more
engagement

Susan Moeller
Business 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...

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 Lists
For 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 Vahinison
Marketing 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.

How to curate content for better engagement

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.

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

Great 10 point
ethics checklist
at Content
Marketing
Institute.
http://contentmarketingin
stitute.com/2013/11/ethic
al-content-curation-
checklist/
I’ll include the link in the
follow up mail :)

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

How to curate content for better engagement

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