Professional communicators understand the impact that good content has on audience engagement. They also know that too much of a good thing can hurt their brand online. The truth is, you need to find a healthy balance of original and shared content to find an optimal social media ratio. Curating outside content into your conversational mix allows your organization to connect with new audiences.
Here are some tips to keep you on the pulse of your industry and top of mind with your audience.
Start with Google
As with all things in life, a quick Google search is the easiest way to unearth timely content on any subject. It’s especially helpful if you're new to an industry. Strapped for time? Set a Google Alert for a particular subject and have stories delivered to your inbox in real-time. Keep in mind that these services operate solely on a keyword search, so you'll need to sift through your results to find the best content. And by sift, we mean actually reading the content – the internet hosts lots of garbage, so be sure you’re aligning your brand with quality at all times.
Newsfeeds can get messy especially when dealing with corporate accounts, which often contain hundreds of followers. Create lists to keep track of particular topics and industries. In other words, pre-curated content! Twitter has disabled searching for lists on its platform, so you’ll need to team up with a search engine in order to find results. You can subscribe, or create your own list to share with followers. Not sure where to find your online influencers? Start here first.
There's a tool for that!
Programs like Storify collect social media posts and package them into complete content. Curata highlighted Storify and many other content curation tools that can help you find the right story to tell your audience. There's bound to be a tool that can meet your content curation needs.
Subscribe to Newsletters
Like Twitter Lists, newsletters are pre-curated material sent out on a consistent basis and can help you find great content when you're in a pinch. For example, popular media industry newsletters include Nieman Lab and J-Source. And don’t forget to subscribe to Beyond the Wire, CNW’s daily source of tips and tricks for professional communicators.
What methods do you use to find compelling content? Tell us in the comments below or tweet us at @CNWGroup.