I’ve just watched an interesting and useful online lecture on social content curation by Cameron Uganec, director of marketing communications for the social media management system Hootsuite.
He defines social content curation as the practice of using social networks to find, organise and share the best and most relevant content on a specific topic.
The half-hour lecture is well worth watching. But I’ve pulled out a few points I found useful. The bottom line really is that here is an area where journalism and marketing merge.
First off, three tips for social content creation.
1. Listening and discovery - Search constantly across the social channels for information and content that users will care about, to repurpose on blogs or share on social networks. Apps like Trendspottr help find relevant useful material, and sites like Storify aggregate around topics, themes or hashtags.
2. Sharing - Every network is different, so your message may need tweaking for each one.
3. Amplifying - Increase the reach of your content by empowering all members of your organisation to use social networks as part of the overall content marketing effort.
Now for Cameron’s six tips for success in social content curation.
1. Don’t just be a repeating station – add context and value.
2. Make sure your content is hand-picked – someone must read the content before publishing and ensure it fits your strategy.
3, Make sure the content is aligned with your brand
4. Have a plan – Content creation should fit your marketing strategy. Use an editorial calendar of subjects/themes.
5. Don’t spray and pray – Timing and frequency are important, re-post good content to maximise your audience reach. Make sure the content is in line with your strategy.
6. Remember your audience are humans, not robots – Beware of too much automation, think of your audience of people desperate to find quality information that adds value.
One interesting angle for me was the importance Cameron places on journalistic skills.
The Hootsuite content marketing team is made up of people from marketing and journalistic backgrounds. Journalists bring the ability to break stories fast and add updates as developments emerge. Being among the first to break relevant stories is crucial to building audience and reputation.
Journalists also bring newsroom skills like finding stories, adding context and insight to increase the value of the content, planning the news agenda and creating stories around subjects and themes.
So now everyone is a publisher, it’s interesting to see organisations adding journalists into marketing teams to empower the content marketing effort.
The message to journalists is that here’s another field to use your transferable skills. The message to marketers is that if you’re not working with a journalist on your social content marketing, you really ought to be.