As a social media manager, you’re constantly on the prowl to find engaging and enjoyable content for your audience. You’re job requires you to bounce around requests from both the content and PR teams, while filling gaps with content you’ve been saving. Finding content to share on Twitter in particular can seem like an impossible task, because it’s the social media platform that requires the most updates. Even Buffer suggests sharing 14 times per day on the platform to get the most engagement. Unless you’re pumping out 8 blog posts a day, how are you ever supposed to reach that quota on your own? The short answer is through content curation.
What Is content curation?
Put simply, it’s finding and sharing resources that benefit your target audience. Your job as a social media manager is to dig through many opinions, journals, photos, articles, and infographics to find the most valuable pieces to share with your audience to save them the trouble of doing all of this work.
Why will curated content help grow my Twitter following?
Although sharing someone else's content helps you as a social media manager, some think that it could have the opposite effect on your business. But, that couldn't be further from the truth. Here’s why:
1. Content curation increases your brands exposure
Think about it- the more times you’re sharing a day, the more chances of being seen by your current or potential audience. This is probably the most obvious reason that curated content on Twitter can increase your following. The more you’re tweeting, the more activity and buzz will surround your account. This frequency increase moves your audience to trust you more as an authority in the industry. Social media analytics company, Beevolve found that those who tweet the most have more followers. Remember the way to get more tweets per day is not done by tweeting repetitive or uninteresting updates - this is the whole reason why you should use a content curation strategy!
2. You’re not “sending business to the competition”
81% of shoppers do research online before making a purchase. You would be naive to think that your customers are not weighing up their options before deciding whether to purchase something. When you share content from many perspectives, it shows your confidence in your brand and in your product. Many pieces of content you’ll share will not be from direct competitors. When you share your wealth of knowledge on your industry you can increase trust and authority with your audience, not to mention building connections with other brands.
3. You’re not going to be the expert in everything
It’s more important to be an expert in a a few things. If you try to be an expert in everything, you’ll probably end up doing more harm than good for your brand, as it begins to dilute your authority. On your blog and on social media, rather than trying to do many things okay, become the master of what you’re known for in your industry. While we all wish we could push out 4 blogs a day and cover every problem and opportunity in our arenas, it’s likely that plan will backfire. Content curation lets you share pieces from experts in niche topics. Pieces that your audience will enjoy and benefit from.
4. You can retarget users that click curated content back to your website
One of the common caveats to sharing curated content is that most of the traffic that you’re driving is going to someone else’s site. But, this problem can be solved through link retargeting. The retargeting you’re probably familiar with works by targeting Facebook, Twitter, or Google ads at visitors who have been to your site before. Once the customer is reminded of your product, they’re more likely to convert, because they already recognize and trust your brand. Using link retargeting, you can present ads like these to anyone that clicks on one of your links, even if it’s featuring curated content. If the content is carefully chosen, the ads will still be presented to a relevant audience and should have a higher than average conversion rate.
5. You’re not the only thing on your customers’ minds
Imagine if a day went by and all that you did was read this blog post. You never listened to music during your commute to work, or ate dinner, watched Netflix, or did any of the millions of things we do on a daily basis? Yeah, neither can I. It’s impossible to provide content to benefit every part of your audience’s life, but with curated content, you can point them in the direction of resources that will. The more value you provide to your customers, the more likely they are to trust and value you. Curated content allows you to be a part of more aspects of your audience’s life than you’re an expert in. And, as we mentioned, the more times that you can interact with your audience, the more integral you become in their lives.
Tools To Help You Curate Content
Yes, it’s possible to save content by hand like in a spreadsheet. But, why? Looking for, and organizing curated content can sometimes feel like jumping down a rabbit hole, leading you to tangents you never meant to stumble on. To avoid this, there are tools to help focus your research and make better use of your time. Here’s some that I have used to curate content for Twitter (yes, I use them mostly for Twitter, but they can work for Facebook as well.)
Gone are the days when you wasted time looking for quality content to share. Scoop.it monitors and suggests trending content based on your keywords, to find relevant third party content for your specific audience. It's great because it puts the seemingly endless search for relevant content on autopilot.
Buffer is a social media management tool that allows you to share posts at a specific time, or within a planned schedule that you create. It’s great for curated content because you can share the same post every third month in your calendar, for example, giving your audience more opportunities to engage with it.
Rebrandly helps with your content curation on social media by creating branded links that drive brand awareness and can help increase click through rates by up to 39%. This is because, no matter where the link you’re sharing is from, your brand name will be on it, creating trust with your audience. Say I was sharing this blog. Instead of having a link on Twitter that looks like link.ly/w82b71, it could look like this Rebrandly.rocks/Content-Curation. Also, remember that link retargeting we talked about at the start of the article? That’s done right in Rebrandly as well.
Imagine you’re scrolling through different websites, and either you don’t have time to read the pages in that moment or you want to share them on Twitter later, but don’t want to mess up your flow. With Pocket you can save an repository of interesting pieces, and plug them into your social media automation tool to be shared out when you’re ready.
When you’re sharing curated, evergreen content, you’re setting yourself up to grow your followers on Twitter. This creates openness and trust with your audience, while growing your authority and connections within the industry.