Community Elf is excited to introduce our first guest post in our Welcome to the Workshop series. We couldn't think of a better expert to kick things off with than UpContent's Director of Marketing and Community Engagement, Marissa Burdett. Marissa is an expert when it comes to curating and creating content. Since we've been focusing on ensuring the implementation of your digital marketing strategy is delivering meaningful goals, we knew Marissa's take on this subject would be a perfect fit. We'll let Marissa take it from here!
We’re big into curating content around these parts, in case you haven’t noticed. We believe in it so much that we built a tool to make it easier and more meaningful. Even though UpContent gives you everything you need to make discovering and curating a more efficient part of your workflow, there’s still an art behind deciding which pieces of content to curate and when.
Before you start sharing random content, it’s important to create an intentional content curation strategy that will help you establish goals that measure the success of your efforts. Remember, these goals should be S.M.A.R.T.: Specific, Measureable, Achievable, Realistic, and Time-Bound.
Once you’ve settled on your goals, then you can apply that lens to your discovery process, focusing only on curating specific content that will help you achieve these goals.
With such a variety of content available, it can be difficult to identify which types of content will best support your strategy. Below, you’ll find suggested content–both original and outside sources–that will help you achieve some of the most common major content curation goals. This “template” will serve as a starting point to make your curation process flow quickly and effectively.
IF YOUR GOAL IS TO SELL A NEW PRODUCT OR SERVICE/INCREASE SITE TRAFFIC, YOU SHOULD CURATE:
Content from thought leaders that address the problem(s) you are attempting to solve with your product/service. Not only does this demonstrate that you are a go-to expert in the industry, but it also invites your audience into the “Awareness” stage of the Buyer’s Journey
Original content that speaks to and explains your product/service. Naturally, you will want to balance out your curated content with product-specific content that shows your audience how your product solves a problem they have. This also helps to move your audience into the second stage of the Buyer’s Journey, ”Consideration,” where they will begin to consider choosing your product or service over others.
Word-of-mouth reviews and testimonials. Don’t just let your audience take your word for it. Curate testimonials and reviews from current users and loyal influencers. Providing these mini case studies will move your audience in the final “Decision” stage of the Buyer’s Journey, hopefully leading to a purchase!
IF YOUR GOAL IS TO GAIN IMPRESSIONS/CLICKS/REACTIONS ON SOCIAL MEDIA, YOU SHOULD CURATE:
Viral content that fits your messaging. People love to react to content that everyone is talking about. Give them that opportunity by curating trending articles, videos, and pictures, but make sure this content falls under the overall tone and messaging of your brand. Otherwise, it will seem out-of-the-ordinary and clickbait-y.
Interesting and unique content your audience cares about. Staying on top of trends is important, but going above and beyond to find unique content that others haven’t shared is what will set you apart. This is where UpContent comes into play. We’ll help you uncover the stuff your audience really cares about, written by the real experts in your niche, not just those who are popular. Remember, don’t just guess at what your audience cares about it; do some research first and interact with your followers before searching for this noteworthy content.
Shareable media. If the article or blog post includes videos, gifs, pictures, or a striking quote, it’s more likely to be shared. Boost the volume of this shareworthy content to see an increase in impressions and reactions.
Now that you have some basic formulas for curating by marketing goal, you can mix and match as you transition between goals and get to know your audience even better. Be sure to track how well your curated content is performing to inform your future efforts.
On top of all of the curation ideas that Marissa listed, it's important to remember that you should always incorporate your own original content into your mix. While there's no perfect ratio to the amount of curated vs created or self-promotional content (some say 80/20, others say the golden rule is 30/60/10), both should be a part of your mix. We've written blogs on developing original content as well as the importance of committing to content consistency that enforce this idea. As long as you have a well-rounded content plan, you’re well-positioned for success.
Marissa listed three more ways to use curated content to meet your S.M.A.R.T. goals over on the UpContent blog. You should also head on over there just to check them out, there are tons of exciting things going on over there right now!
Interested in being the next guest we welcome into our workshop? We're always looking to share new views and interesting discussion topics on anything content marketing related. Fill out this form and someone will be in contact with you soon!