It’s easy to assume that any social media presence you build for your brand has to be all about you: your company, your product, your voice.
This just isn’t true.
Curated content plays a huge role in many brands’ social media strategy.
What is curated content? It’s content that’s gathered from a variety of sources that you publish and share with your following. Of course, the key is that this content is relevant to both your brand and your audience.
This can include links to blogs, user photos (with the right attribution), native shares of other posts, and so on.
View several examples of curated content compiled by Brafton (scroll towards the bottom).
Here are five reasons why you should consider incorporating curated content into your marketing strategy.
Curated content is a time-saver (and easier, too)
The best path forward does not have to be the hardest path.
Because curated content already exists, you don’t have to create it. Huge time-saver!
Original content (like blogs, videos, photos, infographics, you name it) requires both time and resources. When you have the ability to create content, definitely do so, but curated content can help fill in the gaps and keep your creation workload more manageable.
When you’re sharing content that’s relevant to your audience, you’re seizing that opportunity to have conversations with your followers about topics that are relevant to them.
Plus, it mixes up your content on any social media platform that is more appealing to followers.
Be viewed as an expert
Done right, curated content backs you up and shows your relevancy as a brand.
Whether you’re sharing relevant resources or a thought-provoking blog that sparks a discussion, your brand appears that much more tuned in to what is happening.
You slowly become the go-to over time.
Curated content grows your network
Sharing others’ content gives them more of a reason to consider sharing your content.
Of course, this doesn’t usually just happen.
The best way to turn the use of curated content into a network booster is to go beyond just sharing.
You can tag the creator in your post, of course. But why not take it one step further?
Contact the creator (whether on social media or via email) and let them know how you appreciate the content they’ve been creating. If you’re already sharing it and getting great engagement, you should mention that, too.
Content creation online can very easily feel like an echo chamber. Getting that sort of feedback as a creator is a great way to start a collaboration or a simple reciprocal relationship.
This is less about your audience and more about you.
Yes, the point of curated content is to inform and engage your audience without having to do the heavy lifting of creating the content yourself.
However, by making curated content a regular piece of your social publishing strategy, you’re staying in the mix on topics that are relevant to your brand. You get out of any self-imposed bubbles.
You won’t just look like the expert. You’ll actually be the expert.
If you’re not already using curated content, it can play a beneficial role in any larger marketing strategy. Just be sure to not lean too heavily on it. A healthy mix of original and curated is always best.