If your company does not practice content curation, your social media presence is likely overly brand-focused. Making your social media marketing all about your brand is a major faux pas; it runs
contrary to the ethos of community-based social media—where authentic engagement and an active exchange of ideas are de rigueur. You should refrain from being overly “salesy” in your social media marketing. Your social networks hold more value than simply acting as content distribution channels. Direct sales solicitation is not welcome on social media, and your social audience will indeed unfollow and unlike you for interruptive messaging. Only talking about yourself and sharing your own content is not social. Ensure that your social media marketing is not off-putting by offering value with high-quality content curation.
Content curation can significantly broaden your social audience. To leverage the power of content curation, you must seek out, find, curate and share highly relevant, industry-leading content across your social networks—including Facebook, Twitter, Google+ and LinkedIn at a minimum. High-quality content curation is valuable to others and can ramp up your social lead generation.
There is an art to discovering, organizing, and sharing the most relevant and highly shareable content that is custom-tailored to your target audience on a regular basis. Although there is certainly no shortage of online content, unfortunately, a lot of it is repetitive and of poor quality. The trick lies in sifting through all of it to find your content gems. Strategic content curation requires sorting through the chaos to locate and selectively choose content that is high-quality, published by a trusted source, highly useful to your target audience, and conducive to your brand messaging. Achieving this consistently can help distinguish your brand as an industry thought leader and a trusted source for great social content.
The Content Curation Basics
Strive to curate at least 10 pieces of content for Twitter each day. For Facebook, LinkedIn and Google+, two is sufficient. Always cite the author with his or her Twitter handle or Facebook, LinkedIn or Google+ page. Your content curation should be spaced out throughout the day between 9 am and 6 pm at a minimum. Social dashboards, such as HootSuite, can streamline the sharing of your curated content—allowing you to schedule your posts ahead of time. You can prepare your social media updates—for all your social networks—only once per day. Share your curated content at least Monday through Friday. Work to build your social following and advance your social lead generation and conversion.
The Presentation of Your Curated Content
The presentation of your curated content should really involve more than the broadcasting of titles and shrunken links. Remember that your brand is on social media to connect with human prospects, so be human in the way you communicate with your social audience. Winning presentation of your curated content must supply context in a friendly, targeted and transparent way. Achieving this will strengthen your brand messaging, amplify your influence and increase your social lead generation.
Capturing and maintaining the attention of your social prospects is no small feat, as the social media landscape is a loud and chaotic place crowded by your direct competitors and other similar brands—all vying for the eyes, ears and ultimately the dollars of your prospects. Rise above your competitors with high-value content curation that will make your prospects eager to visit your brand on social media again and again.
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