Some content marketers use aggregator tools to streamline curated content. Here’s the case for a simpler (and cheaper) solution.
“Content aggregators” like Buzzsumo, Buffer, and other paid web apps are a great way to discover a relevant stream of content to share as part of your social media strategy. These work well for those who can afford a paid solution for content marketing and don’t want to put in the time to share unique, valuable articles and media to their followers. (If you’re not taking the time to read what you’re sharing, why share it?)
But what if you want to build your audience by sharing the best content available and without footing the bill? Here’s how we do content curation.
Step 1. Find Your Keywords
The best way to figure out a content strategy is to develop a list of words and phrases relevant to your business on search engines. Start by scoping out other businesses in your categories, and find out what they’re already sharing. Once you have a list of 4-5 keywords, you can begin to figure out your content pipeline. Using Google’s Keyword Planner can give you useful data points as well.
Step 2. Find Blogs Relevant to Your Business
A great way to find relevant, engaging content is to discover a list of blogs and other web publications that cover your topic and sign up for their email updates, follow them on Twitter, and check their websites often for new articles that contain your keywords (skip ahead to Step 4. for more tools for finding keyword rich articles). When you see a post that’s right for you, tweet it! Tagging the publication and the author and using the right hashtags can gain you followers just by association.
Step 3. Crawl Social Media
Again, this is a great place to start stealing from your competitors. Find out the right hashtags and accounts on twitter associated with your business, and begin to use them regularly. Social media platforms like twitter and Facebook are good for content discovery, not just sharing. A simple search can bring up a solid amount of content for you to share, and trending hashtags are great for live updates. News aggregators like Reddit and more industry-specific sources like Hacker News and Medium are also useful.
Step 4. Learn to use Google like a pro
Google and Google News are possibly the easiest tools for finding the latest content related to your selected keywords. Using a simple search of your keywords can often be enough to find content to last you weeks, but to stay up to date, you can take Google a step forward with Google News Alerts. Google Alerts will email you whenever a news article containing your chosen keywords is published. You can even set it up to send you a “digest” email containing multiple keywords delivered to you (I get mine at 8 am daily) with the latest news relevant to your followers.
Taking the time to develop an intelligent content funnel can benefit a business in numerous ways. It helps you gain social media followers, resulting in more exposure and a larger digital footprint. It can create opportunities for inbound leads, and most importantly, establish your company as an expert in its chosen field. Customers who browse your social media accounts will be more impressed with your company if you have more followers, and relevant, engaging content to boot.