When curating social media content, many marketers know to use the 80/20 rule: Just 20% of your content should be promotional, while the remaining 80% should engage your audience by helping them do their jobs better or providing information relevant to their interests. The process of finding and selecting relevant content to highlight is more important than you may think, though, especially since the content you share can be a direct reflection of your brand’s credibility.
In this #ContentChat, longtime community member Paula Kiger (@BigGreenPen), editor of the SmartBrief newsletter, took the hotseat to share tips for finding the best sources for content curation, including how to identify influencers in your space, ways to optimize content for different channels, and the tools you need to work efficiently.
Q1: If you’re just starting out with curating content for a new topic or publication, how can you identify the best sources for curatable content?
Before looking for sources for curatable content, you need to understand your audience, their interests, and where your brand overlaps with those interests. Ideally, you should have a list of keywords and topics that are relevant for your audience that you can then use as the foundation of your search.
A1: there are a few things to keep in mind – who is your audience and what is the brand known for.
— 🎙JMatt (@JMattMke) February 10, 2020
Find experts or thought leaders on those topic(s) that your audience is interested in, and explore the content that they are creating, sharing, or linking to.
A1. It’s a combination of not overlooking the obvious BUT not assuming it’s going to be easy to find what you’re looking for. Look for the experts in the topic and dig around for their sources. 1/2 #ContentChat
— Paula Kiger (@biggreenpen) February 10, 2020
A1. For example, for the @nasw newsletter fm @smartbrief, I look at the #MacroSW thread via @OfficialMacroSW & get their newsletter. Great ideas there. Keep peeling the onion of what they’re all discussing. 2/2 #ContentChat pic.twitter.com/RIBUMJwXrU
— Paula Kiger (@biggreenpen) February 10, 2020
A1: Like to scout our existing friends and ambassadors for content to find the best sources…it helps build community if you are going to people you already know first! #contentchat https://t.co/ojGfLZIOG8
— Agorapulse (@Agorapulse) February 10, 2020
A1: I like to identify self proclaimed influencers in any area with social search on platforms & specific keywords. Than I research to see if their methods, followers, & tools have merit. #ContentChat
— Rachel Wendte (@rkwendte) February 10, 2020
A1. I identify the thought leaders in your field and follow them religiously. See what they’re doing and what they’re not. This way you can see what consistently works and where you have room to experiment. #ContentChat
— GreenRope (@GreenRope) February 10, 2020
One way to find these experts is by looking for trade or niche publications that regularly discuss these topics of interest.
A1: I try to find specialist publications and then follow the authors in those publications. Kind of a “six degrees” strategy. #ContentChat
— John Cloonan (@johncloonan) February 10, 2020
Tools like BuzzSumo, SEMrush, and Right Relevance can identify widely shared content or most-searched topics for you to then explore relevant publications or experts.
A1: I usually start my research by using @buzzsumo to see what the most socially-shared content on my topic was and where it was published. Then, I use @semrush to understand the most popular sites that are similar to them. #ContentChat https://t.co/YHPf84HQnL
— Erika Heald | Content Marketing Consultant (@SFerika) February 10, 2020
— Diana Richardson (@DianaRich013) February 10, 2020
A1: There are a few different tools we like to tap into, including @buzzsumo, @healthhashtags and @semrush. @hashtagify is also a great resource for influencers, who can lead you to some good content. We also take advantage of industry newsletters! #contentchat
— WriterGirl (@WriterGirlAssoc) February 10, 2020
A1 (b) Another option is to find a good tool to discover influential folks or on-topic content before it starts trending. There are lots of good tools you can pay for. @RightRelevance is a great free option if you are on a tight budget! #ContentChat
— Derek Pillie (@derekpillie) February 10, 2020
LinkedIn, especially with its Pulse articles, is another place to find experts, as well as a few of the highly regarded outlets and companies that Vraj identified.
A1: LinkedIn is a great resource for finding experts and the top sources in different industries. Find influencers and top voices in different areas of expertise and connect with them.#ContentChat
— Dr. Donald Hecht (@realDocHecht) February 10, 2020
Best sources for curable #content:
— ⚡ Vraj Shah 📸 (@vrajshahspeaks) February 10, 2020
— Kahill Insights (@Kahillinsights) February 10, 2020
View this process as a journey, not a one-and-done exercise. After you identify your initial list of content sources, create lists or follow experts on Twitter, subscribe to newsletters, and sign up for Google Alerts so that you are constantly being fed new potential sources.
That takes a combination of active discovery (intently looking for relevant content) and passive discovery (taking note of valuable/relevant content as you read newsletters, article digests, etc.#ContentChat https://t.co/KBU0KZ0NQs
— ChipBot🚀📈 (@getchipbot) February 10, 2020