Content Curation: Measuring Up To Your Peers?

10 Actionable Content Curation Tips [Research]

Curated Art-NYC Over 70% of marketers agree that content curation, a mix of original and third party information, is an important element of their content marketing strategy according to Trapit research.

Almost 60% of marketers believe that content curation is critical to remain competitive with their peers and close substitutes.

To stand out in a sea of information, firms must continually prove they’re top thought leaders – not only by sharing their original content, but also by spotlighting third party information. SUBTEXT: Keep your name and brand in front of prospects and customers by curating other people’s content, saving them time.

Despite blurring the line between original and third party content, marketers believe that content curation doesn’t dilute their brand.  Content Curation-Trapit

How much content should you curate daily?

Content marketers believe that the optimal number of pieces of content they should curate daily is 10. This was the answer made by roughly one-fifth of the Trapit respondents. Further, almost 60% of marketers believe they need to share 10 or more pieces of content per day.  Content Curation -Number of Pieces Daily-Trapit

The number 10 seems arbitrary since most professionals check their email and social media feeds at key times during workdays, namely at the beginning of the day, lunchtime and at the end of the day. While they may also check these venues at other times, they’re more difficult to target.

Therefore, this activity would point to providing 1 or more pieces of content at these key times across important time zones for your business. Assuming you share 1 to 3 pieces of information over a 2 hour window at each of these key times, this would translate to 3 to 9 pieces of content.

To determine the optimal schedule for your content sharing, you should look at your email and social media engagement results. Additionally, you should test what works best.

If you’re targeting consumers with your content, your timing should synch with your audience’s content engagement, most likely evenings and weekends, not with your work schedule! 

What’s hindering content curation?

Interestingly, 45% of marketers surveyed weren’t able to curate as much content as they believe they should.

Marketers cite 3 key factors that hinder their ability to curate content effectively.

  • 60% find it difficult to curate content that peers and competitors aren’t already highlighting.  This underestimates the power of supporting key thought leaders and influencers in your niche by sharing their content on social networks. This will help you get their attention.
  • 57% find it difficult to find the right kind of content to curate. Find the key people who are influencers and thought leaders in your field. Also set up Google alerts. Don’t underestimate the power of curating content created by your employees and customers.
  • 53% find it challenging to curate content amidst content saturation. To curate content effectively you must package your information to stand out and add commentary. The objective is to add value to the information you share. 

But this doesn’t mean that marketers believe that content curation is a silver bullet. Over 55% believe that it’s more important to post a few pieces of original content than to publish multiple pieces of curated content. These marketers underestimate the fact that social media users frown on companies and individuals that only call attention to themselves and their own content.

Actionable content curation tips

To facilitate your content curation, you need a process.

Set up an effective content collection procedure.

  1. Use your favorite news reader and sign up for the key newsletters in your niche and related fields. Your goal is to cast a big net.
  2. Set up Google alerts for appropriate keywords. This will help you capture anything that happens to be outside of your key reading.
  3. Monitor social media platforms for your category’s influencers and thought leaders as well as important hashtags.

Pick the real information nuggets.

  1. Ask the question: “Is this worth my audience’s time?” Your goal is to save your audience the time of sifting through the myriad of content sources to get the best of the best available.
  2. Ensure that the information sources are reputable. If you’re sharing this information, understand that your audience is going to assume that you did your homework.
  3. Check the rights associated with the content. Over half of marketers have some type of problem when they curate other people’s information. Ask your legal department if you’re in doubt!
  4. Decide where the information should be shared. Content isn’t one size fits all. Take care to determine what information you’ll distribute on which platform(s).

Package curated content for easy consumption.

  1. Add your own commentary. You must show that you’re providing additional value to your readers. Otherwise, why should they follow you?
  2. Leverage the power of visuals. Where possible use an image to highlight the value of the information.
  3. Make it mobile friendly. Think snackable content. Your audience will most likely be reading your content on a smartphone or tablet. Ensure that your offering can be read on these devices! 

As the Trapit research shows, content curation is an important element of your content marketing strategy because it supplements your organization’s own content creation.

How do you feel about content curation? Does your organization curate content? If so, what’s your experience been. If not, what has hindered you?

Happy Marketing,
Heidi Cohen


Heidi CohenHeidi Cohen is the President of Riverside Marketing Strategies. You can find Heidi on , Facebook and .

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Return on Authenticity:
Making Effective Storytelling and Content Performance Align

Return on Authenticity: Making Effective Storytelling and Content Performance AlignJoin the discussion on Wednesday, October 29, 2014 at 10:00 AM PT/ 1:00 PM ET with Nancy Slavin, SVP of Marketing, Macy's Merchandising Group, and Dan Kimball, CMO, Thismoment.

According to research by Nielsen, 70 percent of global consumers trust online consumer reviews and rate reviews as the second most trusted form of advertising. And according to BazaarVoice, when it comes to trust, marketers may as well eliminate their own brand websites as a fountain of customer trust as only 16 percent of US consumers said they trust the content on a brand's website compared to the 51 percent who trust content generated by other users.

Today's digital currency is arguably authenticity, and what attracts customers - especially the digitally dependent, savvy millennial - is not just content. It is the delivery of authentic, unvarnished content from their peers.

Join the CMO Council on Wednesday, October 29, at 10am PST/ 1pm EST for a one-hour webcast that will invite industry experts in content marketing and user-generated content who are effectively leveraging authentic storytelling as part of their content marketing strategies. We will also feature an interactive Q&A session at the conclusion of the speaker presentations.

Register for this Free Webcast today!


 

 

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  • http://www.whosbloggingwhat.com/ Jeff Ente

    A lot of great points,Heidi,but this one, I think, stands above the rest:
    >”Ask the question: “Is this worth my audience’s time?”

    I think it would be a mistake to feel that you need to present X posts a day. Signal to noise ratio is important and I’d much rather follow someone who shares 3 good posts a week than someone who shares too much stuff that I don’t need.

    Also, have some faith that you audience does a good job of following major developments. If they are social media marketers they’ll know when Facebook creates a big new marketing opportunity, so you don’t need to tell them. Instead, find content on creative ways to use that new opportunity.

    Keep up the great work!

    • heidicohen

      Jeff–

      I agree that you MUST consider what’s worth your audience’s time. It’s their most sacred resource.

      In theory I agree that it’s difficult to say share X pieces of content per day. The problem is many marketers and business executives like to have guidelines.

      To your point about sharing a few quality posts, I’d say that it depends on how you’re sharing them. If you’re using email, feeds or site visits, I agree that a few quality pieces is more important.

      But if you’re using social media for content curation, then you need to share things multiple times and locations to reach your maximum audience.

      Happy marketing,
      Heidi Cohen

  • HMullen

    This is really interesting Heidi – we curate a lot of content at Uberflip (and I share a lot on our social channels as Community Manager), mostly to add variety to the content we push out and to provide more value to our readers and followers by sharing interesting content we come across that has no promotional angle (as opposed to sharing only Uberflip-written content).

    I’m surprised about the 10+ pieces per day and why that number came up – I tend to share 4-7 pieces per day, depending on whether I come across anything interesting, and try to balance it between content marketing, tech and social media news, with some fun stuff added in if I see it. Regardless, I wholeheartedly agree that content curation helps your brand as opposed to diluting it – by sharing valuable third-party content with your followers or customers instead of simply blasting them with your own voice, you’re only strengthening your relationship with them and solidifying yourself as a trusted resource.

    Do you (or anybody reading) have specific content curation tools you particularly like? I prefer Feedly and Bitly Real Time to find relevant content, quickly. Funnily enough, we released an infographic on content curation this morning (here if you want to check it out: http://hub.uberflip.com/h/i/4425736-infographic-how-to-get-arianna-huffington-and-pete-cashmore-on-your-marketing-team), which shows List.ly, Curata, Swayy and a few others as top choices for marketers. Would love to hear what other people use on a daily basis.

    • heidicohen

      Thank you for sharing your perspective.

      Content curation is a balancing act between providing sufficient content to be valuable to your audience and keep your brand top of mind and overwhelming them.

      I plan to cover different curation options in the future.

      Happy marketing,
      Heidi Cohen