Finding content for your website and social media posts can be a daunting task. Especially when you consider that on your social media channels, it needs done everyday.
To help with this, I encourage my clients to create one blog post on their website each week. Along with the other benefits that blogging brings, a new blog also provides you with content for your social media. Then you can promote that blog in a post with the intention of moving traffic back to your site.
The good news for those following this strategy is that you’ve taken care of one social media post each week. The bad news, though, is that you still have four other days to worry about.
Curating Relevant Content
The answer is to curate content from other, relevant sources.
When you think of the word “curate,” most people think of it in terms of a museum. A “Curator” is the person who takes charge of the exhibits and pulls the necessary pieces together.
But curate can also refer to sifting through and pulling together relevant content. The process is simpler than it sounds and it starts with developing a content strategy. That involves identifying the types of content you will share. The biggest rule here is to make sure that the content is relevant to what you do.
If your business sells lawn mowers, for example, you would identify content categories that are related to cutting grass. These could be lawn care tips, lawn mower maintenance tips, landscaping tips, industry news and so on.
Then, begin searching the internet for relevant articles that fit your content strategy and share them on your social media. By following this, you are not only filling up your weekly editorial calendar of social posts, but you are also providing content that potential customers will find helpful.
The Make-up of Your Posts
When you post curated content, be sure to introduce that article with a sentence or two that provides context for your audience. In other words, tell your followers why you are sharing it and why it is relevant.
Be sure to include the link to the article you want to share, as well. Today, most articles will self-populate in the post window when you add the link, so you won’t need to add the photo or the article headline. After the article information populates, you can delete the link for a cleaner look.
It’s also a good idea to provide attribution, telling your audience where the article originated. This can be as easy as writing, “The NewYorkTimes.com reports that…” or “This article is from the New York Times.” Providing the source is a “best practice” and an honest way of letting your followers know that you did not create the content.
Finding content by curating it is an acceptable practice for social media posting. But it should not be the only type of content you post. Using this strategy works best when it is mixed with original content created by your organization and hosted on your website. Then, your social media will not only be providing helpful information to your followers, but also moving traffic back to your site.
Bob Turner is a Digital Marketing Consultant in Cincinnati, Ohio.
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