Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer. This week’s post is all about how to curate content while making sure you’re not redistributing the same old content everyone has already seen.
There are a few major websites that are dominating the online space for content marketing. Content Marketing World is one, Content Marketing Institute (CMI) is another, as is Neil Patel, and Forbes is also a pretty big player in that space.
These are the people who post new blog posts every day, so I’m not looking to compete with them because that’s just not realistic for me. The problem I face is, when it comes time for me to curate content, how do I make sure I’m showing my audience something that is both unique and valuable?
A quick Google search of “content marketing” will bring up CMI, Forbes, and Neil Patel. While those are all great sources of information, part of my job as a content curator is to point my audience to content they wouldn’t necessarily have found on their own.
So where do I find it?
Content Curation Sites
Feedly.com is a site that helps you curate content. You enter a search term and it provides a list of sites with content on that subject and you can choose which of those sites you want to follow. You can organize them into folders, and when you need a blog post on a certain topic, you can just go to that folder and scroll through the list until you find something you like.
The problem with this is that you tend to get content from the same sources over and over again. Do that enough and your followers will just start following those sites and stop following you because they won’t need you anymore.
Curation sites like feedly also tend to “feed” you content that’s already popular. I tend to see a lot of CMI and Marketing Profs on Feedly. Again, these are all great sites that I do recommend, but they’re hardly the only ones out there posting quality content about digital marketing.
So where do I go for the sites less travelled by?
That’s right. Social media. Here’s what you need to do:
First, you search any keyword of your choice. I like to do this on Twitter because the hashtags make searching easy and the results are more likely than sites like Instagram to have relevant links directly in the posts themselves, so I don’t have to go searching through bios to get what I want.
2) Go to “Latest”
Once you’ve selected your search term, Twitter will take you directly to the “Top” (meaning “most popular”) posts in that category. You want to go straight to the column labeled “Latest,” which has two benefits: you know the content is recent and topical; and you’ll find quality content on your topic you wouldn’t necessarily have found otherwise. Just make sure you click through and actually read/watch the content before distributing it to your own audience. There’s no point in curating content if you don’t actually curate the content to make sure it’s something you can honestly recommend.
3) Give Credit Where Credit Is Due
If you’re curating the content for your own blog, link back to the original post. If you’re curating it for a social media post, tag the author in your post. Better yet, if you’re on Twitter, just retweet it with a comment of your own about why you’re recommending it. That way they’ll see your retweet and know you like their stuff. Not only does that make them feel good, it also increases your visibility by making them aware of what you’re doing in the industry. Who knows, maybe they’ll even be interested in a content partnership, which I’ll talk more about next week.
Thanks for reading! If you like what you see here, you can sign up for my newsletter at the top of this page to make sure you never miss an update. If you still have questions about content marketing, let’s chat.