Where does curated content fit in your social media strategy?

dog blogger

Let's take a look at curated content and why it counts when putting together your social media content strategy.

There are three types of content that should be included in any social media content strategy; curated, owned and self promotion and one of them is so big right now.

  • Curated content

    Curated content is shared content from other sources, which you deem to be of interest for your audience and so you share it on your channels. This might include a shared Facebook post, a retweet or even sharing a link through your blog.

  • Owned content

    Owned content is your own, original content which you create for your audience. 
    Creating your own original content shows you to be a thought leader and fosters trusting relationships with your following which in turn can lead to engagement and sales.

  • Self promotion

    Self promotion which of course involves sending a clear call to action to your audience to engage with your product directly.

There are many different theories for how you should balance these three types of content within your strategy.

Many sources recommend a 30% / 60% / 10% split in your content between personal interactions with your audience (owned or original), shared content from thought leaders in your industry (curated) and content that promotes your business and converts readers (self promotion) respectively. Hootsuite on the other hand advocates for the ‘Rule of Thirds’ whereby you have an even three way split between these same areas. It depends on your industry but we have found the more modest 30/60/10 to be more effective for most content plans. 

Whatever the split, the one thing no one is arguing about, is that curated content can play a very valuable role in a good social content strategy. But why?

As previously mentioned, curated content is shared content from other sources, that you deem to be of interest and relevant to your community. However, it should always have your point of view and commentary at the outset to contextualise it for your audience and to justify why you are sharing it with them. This kind of content adds a different perspective and tone of voice and can bring diversity to your channel.

Curating content shows that you are engaged with trends within your industry and also allows you to share information on subject areas which may be out of your area of expertise but you believe would be of interest to your following. Finally, what may be the biggest immediate advantage of curating content for marketers, is that it means you don’t have to produce as much original content. This in turn means you aren’t spread as thinly and can put more resource into improving the quality of the original content you are producing.

Any caveats?

  • When you share content, you are giving it your stamp of approval so be mindful of what and who you are endorsing.
  • Always be upfront about the content you are sharing and the original sources.
  • Respect your audience’s trust.

Ultimately your audience follows you because they trust you. They trust that content you share is authentic and relevant. If it is not, you risk losing followers. Be aware of this. You wouldn’t recommend a new restaurant or movie to a friend if you didn’t feel they would like it. Treat your curated content the same way - only share if it adds value.