The following is a guest post.
A riddle: How can you tell someone is just starting out with his social media marketing?
He is probably publishing too much of his own content (and most likely does too many promotional posts…)
Sharing other people’s content (a.k.a content curation) is one of the simplest and easiest strategies that you can implement right away and it’ll also save you tons of time and build your authority as well!
(sharing is fun! Pic from funnyand.com)
Reason # 1: If you are into content marketing, you already know how time and money consuming it is to be constantly producing new pieces of content. It looks easy, but in reality creating new copies that are valuable and more or less evergreen is getting harder and harder.
Reason # 2: Secondly, if you’re publishing only your stuff, it’s easy to create a monoculture and bore your followers, especially if your content is written around the product you’re selling.
You can add more insights and different perspective to the information you’re sharing with your audience just by sharing articles created by influencers and top publishers from your niche.
Reason # 3: Sharing content from authority sites and well-known thought leaders in fact makes you look more respectable! And who knows, maybe you’ll be able to create a potentially beneficial relationship with the author whose content you’re sharing.
Tools: If your browser is full of bookmarks that never finish scrolling, there are some tools specially designed for this purpose, just google “content curation tools”. We use a tool called Pocket and it works really well for our needs.
Tip: At first we were wondering what should be the your content/curated content ratio – the rule of thumb we came across a few times is 70% other people’s content and 30% of your own stuff.
Another tip: Don’t just share a link without adding anything on your own. It would look like you’re not trying. Try to build more interest (or even some controversy maybe?)
- add your insight / a quote / a brief summary
- say what you’ve learned from it
- say what you agree and what you don’t agree with – this can be especially good for creating deeply engaging discussions and even getting the author to respond!
This one is about managing your own content for better results.
One very valuable piece of advice I heard about content marketing is that whenever you’re devoting X amount of time to create a piece content, you should devote 3X of your time to promote it afterwards. This advice stresses the importance of the content promotion after you’ve created something of value but personally I’m not really that comfortable with spending another 3X of time… That’s why I like this strategy so much.
The strategy I’m talking about is reposting your old content. It’s crazy simple and effective, yet still – not so many people are implementing this. I’m not really sure why.
If you’re skeptical about this, I’ve been there too, but the results just speak for themselves.
Reason #1 There’s been a lot of debate on when is the best time to publish your content. I’d say… just post it a lot of times! Are you sure your readership is from the same timezone and follow the same day cycle?
Reason #2 New users that have just started to follow you don’t know your best hits. Let them know about your greatest stuff!
Reason #3 and most important one: The reality of posting on social media is changing. Facebook is constantly pushing publishers into paid advertising. You can see this by th organic reach that’s decreasing every year. There’s just no chance you’re going to reach every one of your fans with a single social media update, no way.
Here’s a bunch of data that may convince you: according to Locowise.com “the average Facebook post reach organically in March 2015 was just 2.27% (with 1M likes) – 22.8% (with 1K likes)”. According to Wiselytics.com “half-life of a tweet is 24 minutes vs. 90 minutes for a Facebook post”.
All right, I hope you’re on board – how to do this in practice then?
1) Think about your best evergreen pieces of content.
2) You don’t have to pretend that’s a new piece of content. It’s similar to sharing other people’s content
3) Add some new insights (is there anything that’s changed or you’ve learned since you’ve published your article?), add a quote or just write: “it’s been 6 months since we published our most shared article, here it is”.
Tools: If you’re not too keen on writing everything down in Excel, there are is a social media scheduling tool designed precisely for this purpose: Meet Edgar. You can also find more tips on this particular strategy on their cool blog.
Last but not least – the 3. strategy – make sure the traffic from the curated content (other’s people content that you share) does not go to waste and you’re still getting traffic/subscribers/conversions like it was your content.
(Are you sure you’re squeezing every drop out of your juicy content marketing potential? Pic from http://brit.co)
Example of this strategy:
You’re sharing some hot content from a well-known influencer, your followers click and go to the article and then they magically get back to your OWN website or opt-in for YOUR list or YOUR webinar. That’s right – there are tools for that! (I work for the team of one of those, you can find the link at the end in the byline)
How does it work?
The trick of using this tool is that it creates a special link to the content you share and when the visitor opens the article – he can see it with a little box in a corner with a ‘call to action’ (anything from a subtle button which links to your website to pushy, flashy email opt-ins).
We are using it at the moment for our Quora marketing strategy. We’re writing posts on Quora with links to some valuable resources and thanks to this tool we can attach a custom message and link to our website! People can still get back to OUR product’s website after they’re done with reading the article – we’re getting a lot of traffic without pitching our product which often would be inappropriate.
I hope this helps – these were very simple but often unused strategies that can take your content marketing results to totally new level! If you’ve created some valuable content, think about ways to squeeze the most of it and get much more traffic/subscribers/conversions instead of creating new pieces with the same results.
Kamil Kaminski – Applied Mathematics graduate – abandoned his potential career in corporate prison to join the tribe of location independent entrepreneurs. Growth hacker and product guy for Visibi.ly (http://visibi.ly/b1) – a must-have tool for any serious content marketer out there!