One of the keys to great content marketing is the ability to curate great content. Click To Tweet
There are myriad approaches to content curation, from leveraging Facebook and Twitter to using tools created specifically for content curation. Some strategies, like trolling your LinkedIn feed, are old hat; others are still relatively unknown and underrated.
Let’s fix that. I’ve taken the time to write up six underrated ways for your startup to curate great content that your competition is likely ignoring.
I want to ensure that you understand the role of content curation and what it means. In my ultimate guide to content curation I describe the process as follows:
“Content curation is the act of finding information and resources that your audience would find value in and sharing it through appropriate marketing channels.”
The important thing to note about curation is that it is not content creation. (I’ve also written an article that outlines the differences between curation and creation and why both play important roles in the content marketing mix.)
You see, content creation is like the role of an artist, while content curation is like the role of an art gallery—one creates the art, the other determines which pieces to display. This difference often leads startups to undervalue content curation when in reality it can play just as big a role in driving results.
Now that we’ve gotten that out of the way… Let’s talk about some of those underrated content curation ideas that could give you an edge over the competition:
Finesse Your Facebook Searches
Facebook is a staple in content curation, with thousands of content marketers flocking to the site to find hot topics and trending articles in their industries. But you can optimize your curation process by making a tiny tweak to the way you search for content.
Instead of doing a Facebook search and browsing the first results that pop up, do your search and then click “Links” at the top:
It’s as simple as that. By finessing your search, you’ll get results from relevant, share-worthy sources instead of photos and memes. In the example above, I searched for Bitcoin-related content and sorted the results by Links rather than People, Posts, Videos or Pages. As a result, I got articles from top sites like Business Insider and the Wall Street Journal.
Some marketers undervalue Facebook search, but I’m a believer that it could eventually give Google and Bing a run for their money. But that’s a topic for another blog post. 😉
Search Hot Topics On Reddit
Reddit has always been the ugly duckling of the content curation world—and the marketing world as a whole. The site can be confusing at first, and there are a lot of incorrect assumptions flying around about its marketing potential.
But when used correctly, Reddit can give you the edge on your competition. You see, most people think Reddit is simply a place to upload a handful of memes, submit links to their website, run a few ads, and hope you’ll be successful. In reality, the world of Reddit marketing is a lot more complex.
For starters, Redditors hate marketing. As a Redditor myself, I can tell you that I’m 100% with the folks who hate marketing, because most marketers who use Reddit to promote their brands do so really, really badly.
Which is why I’m a huge advocate of two simple steps when it comes to curation:
- Understand the community’s interests
- Look for content that is on the rise or already popular
To start this process, visit a subreddit and sort the content by top posts, which will help you understand what your audience wants. For example, if you dive into the subreddit /r/Futurology and sort by top posts, you’ll see this:
Now, ignoring the ad at the top, those first three posts are quite interesting if you want to connect with people who are passionate about the future. To me, these results present three obvious opportunities: (1) share these exact articles, (2) visit their source websites (Vox, Inverse) to find more content worth sharing, and (3) look for articles on these topics and brands (clearly Google should be on your radar).
Another way to leverage Reddit as a curation source is to ask Redditors straight up: Where do you find your best content? What are the best newsletters for someone interested in XYZ to subscribe to? Podcasts? Blogs? You get the idea… You might be surprised how helpful communities are to people simply looking for resources.
Subscribe To Industry Newsletters
Just like a magazine subscription, an industry newsletter subscription delivers niche content straight to your inbox. Once you’ve subscribed to a number of newsletters that are relevant to you and your audience, you’ll be regularly receiving articles to share on your social networks.
The key to leveraging industry newsletters as a content curation tactic is finding a few that aren’t necessarily subscribed to by the masses. Look for industry newsletters with fewer than 1,000 subscribers so there’s less of a chance that your audience is already receiving their content.
Use Existing Content Curation Tools
Content curation tools have recently blown up, and rightfully so. These tools make it 10 times easier to discover and distribute content that your audience would find interesting.
Tools like Crate allow you to find and share content within minutes. By uploading a handful of relevant keywords, you’ll get a feed filled with content to add to your Buffer queue or send out in a newsletter.
Scoop.it is another great curation tool that you can use to quickly and effectively curate your content. Scoop.it is a free site where users can gather information about any topic they want—think Pinterest, but for industry professionals.
Want more? Here’s a list of my favorite content curation tools for your curation toolkit.
Find Goodreads in Slack Communities
Slack communities are filled with passionate people discussing everything from the latest tech to last night’s football game. That means these communities are a great place to find interesting content on just about any topic.
In many Slack communities, there’s a channel dedicated solely to goodreads, making it easy for you to find content worth sharing on your own networks. To take it a step further, some communities even have channels where members are asked to share their content. While this isn’t a thing in all communities, if you can find one where people are encouraged to #ShamelessPlug, why not leverage this opportunity to find content for sharing—and to share your own content?
Dive Into Your Niche In Industry Forums & Communities
Yes, I know that forums and online bulletin boards are straight out of the ’90s, but I’m here to tell you that they are just as relevant today as they were back then. In fact, it’s possible that they’re even more relevant now—because they are more focused.
Passionate people talking about their passions with other passionate people. That’s the best and only way to describe the current landscape of online industry forums.
As such, they’re gold mines for new content—after all, they are filled with people sharing content assets that they believe others LIKE THEM will find interesting.
So if you’re targeting chefs, why not join a forum for chefs and see what they’re sharing with one another? If you’re targeting small business owners, it only makes sense to join a small business forum and see what type of content they’re sharing.
If you want concrete examples, take a close look at Inbound, Designer News, Hacker News and GrowthHackers—all communities that marketers and startups often rely on to find interesting content. Here’s the rundown of what each site is all about:
- Growth.org (previously Inbound.org) is all about marketing content.
- Designer News is design and technology.
- Hacker News is computer science and security.
- GrowthHackers is customer and revenue growth.
And trust me when I say this is just the tip of the iceberg when it comes to forums you can leverage for content curation.
Curation Isn’t Easy. But It Doesn’t Have To Be Draining.
Take this list of underrated content curation resources and go uncover some awesome content to share with your audience. Ideally, you’ll end up with a consistent stream of content that you can rely on month after month (and make your life easier!).
I know firsthand that content curation isn’t easy…that’s why I built Crate. I also know that content curation is one of those things you get better at the more you do it. So wherever you choose to troll for content, keep at it, and know that great content can come from anywhere.
On that note, I’d LOVE to hear your underrated sources for curating content! Did any of these help you, or do you know of a strategy that I might be overlooking?
Let me know in the comments or get in touch over Twitter.