How To Curate Content So Good It Will Make Luke Cage Yell Sweet Christmas
If you want to build a following (fast) content creation or content curation is the best marketing approach around.
The challenge for doing either one is time.
It takes time to create great content. It takes time to curate great content.
As a result, we’re seeing a world filled with marketers and content creators writing content that is mediocre at best. We’re also seeing newsletters and Twitter accounts filled with content that is being shared by everyone else.
What can you do to ensure that you’re not stuck in the trap of mediocrity?
Create & curate content that will make your audience say:
For content creation, this means creating 10x content—content that’s 10 times better than what everyone else is producing. (Check out that link if you’re interested in learning how to create 10x content.)
Right now I’m going to focus on content curation, or pushing content produced by other sources.
For “Sweet Christmas!”-worthy content curation, you’re aspiring to find content that…
- …makes your audience want to read all the way through. You don’t want them to exit halfway through an article because it’s a snorefest. You want the information to be valuable.
- …is either new or is relevant to something happening right now in the industry or the media. If you’re sharing an article from last year, it should still be relevant today.
- …is a summary of something your audience doesn’t have time to read. No one feels like they have enough time to do everything they want to do. Curating content that saves your audience time is a great way to earn a few brownie points.
- …is focused around one core topic, theme or subject. Don’t be scattered.
In this blog post, I’ll share some of the ways you can uncover this content.
Let’s get started.
Four Ways To Curate Great Content For A Newsletter Or Social Media
Browse The “Latest” In Industry Forums & Groups
Here’s the thing:
Most people who invest in content curation share anything and everything they find.
But the best content curators are willing to put in the work to find the resources that their audience will enjoy. If you’re looking for quality content, look to people in the industry who regularly share content they find interesting and relevant.
In my experience, one of the best places to find up-and-coming content is in niche forums, communities and groups, especially when you sort those group feeds by “Latest.”
Here’s an example of a marketing community that I use for curating content on my personal Twitter account and on the @CrateTeam account:
As you can see, I’ve sorted the content by “Latest” rather than “Top” posts.
Most people share the top posts, but that’s why their content blends in.
By the time an article reaches the top, it’s likely been passed along and shared by the majority of people in the industry. It’s the content you find under “Latest” that gives you an opportunity to break the news about something new.
This is true for more than the marketing industry. Take Hacker News, a forum all about the latest and great things happening in the world of tech and research. You can sort the content by “New” to see a handful of articles being uploaded in real time:
Find a few great articles here, and you’re ready to start sharing them with your audience.
Groups on sites like LinkedIn and Facebook also offer opportunities to find great content. Take, for example, this Facebook group dedicated to Chatbots that has more than 17,000 members:
Someone shared an article about building a bot:
And if any of the other group members think it’s good content, they could share it through their networks.
By keeping an eye on a Facebook Groups feed, you can find content about to trend before it takes off. You can also turn on notifications for your groups to ensure you don’t miss a thing:
(Of course, you want to be careful with turning on notifications as they can quickly become annoying.)
Here are a handful of great Facebook groups for marketers and entrepreneurs.
Subscribe To Newsletters On Niche Topics
This curation tip is BIG.
Unless you have more than 24 hours in a day, you’ll never have time to read everything relevant to your industry. And if you’re like me, you might already be subscribed to a handful of newsletters (some good and some bad).
Here’s the thing:
Subscribing to a newsletter is kind of like having a professional curator on your team. If you receive three daily newsletters covering the best articles on a singular topic, you’ll save a lot of time.
That’s why I always recommend that content curators take time to subscribe to newsletters that their audience would find interesting but may not be aware of.
For example, my followers are typically subscribed to my personal newsletter for marketing information. If I’m subscribed to a newsletter about artificial intelligence, like the AI Weekly…
…I can keep my eye out for anything happening in the artificial intelligence world that could influence the marketing space.
Similarly, I could subscribe to 2PML…
…and find some hidden gems related to the world of eCommerce that are both timely and overlooked by others in the industry.
Sites like NewsletterStash are great resources for uncovering underrated or up-and-coming newsletters:
To ensure you don’t lose your sanity by subscribing to so many newsletters, I recommend creating a filter that tracks when the emails come in and when the newsletter mentions a relevant keyword. In the screenshot below, I’ve created a filter that would track any mentions of the word “marketing”:
Or you can set up an entirely new account for managing your subscriptions.
If anyone has better options than these for handling incoming newsletters, I’d love to hear them—please speak up in the comments below.
Go Hunting On The Channels That Others Ignore
Every industry has a few sites that everyone visits.
For marketers, it’s sites like the Buffer blog, Social Media Examiner, The Simply Measured Blog, Convince & Convert and Moz. We all browse these blogs on a regular basis, and whenever a post is published, it’s shared hundreds (or thousands) of times. I’m sure you can think of a few examples from your own industry.
But if you can’t, that’s OK. It typically means one of two things:
- There’s a huge opportunity for you to create that site.
- You just haven’t found the site yet.
Hunt for the channels and resources that aren’t reaching the masses.
It could be a blogger.
It could be a YouTube channel.
It could be a podcast.
It doesn’t matter what type of content they’re producing—it matters that the content is good. If you can find a resource that is high-quality but relatively unknown, you’re in a great situation to share this gold with your audience.
Use Apps Like Pocket, Nuzzel & Crate To Save Time
As you read these tips, you might be thinking:
Ok, ok, ok…
I know you’re busy.
But quality curation takes time.
That said, technology has made it easier for marketers to uncover great content.
Tools like Nuzzel give you the ability to see what is trending among certain groups on Twitter within seconds. For example, Nuzzel automatically curates a “newsletter” all about neuroscience based on folks who tweet about the topic:
Another great tool (warning: shameless plug) is the web app Crate.
You simply tell the app what type of content you want to share, and it will deliver you a feed filled with articles. You can schedule and share the articles directly in the app without switching to Hootsuite or Buffer.
Here’s what the feed looks like on the topic of general business:
Within seconds you can curate and schedule content to be shared for the rest of the week.
Another great app for upgrading your content curation is Pocket. It lets you store articles, videos or pretty much anything to read later. The app uses the items you’ve saved to gain insight into the type of content you like and then makes relevant recommendations. Brilliant, right?
Natalie Taylor, the social media manager at Start A Fire, wrote a great blog post on how marketers can leverage Pocket, IFTTT and Buffer to take their curation to the next level.
See? Technology does make it easier to find and share great content.
Alright, it’s time to turn insights into action
If you’ve made it this far, you’re obviously serious about content curation.
Now I want you to turn these insights into action—don’t just click to your next tab or read the next blog post. Remember what Pops said in the Netflix version of Luke Cage:
Never backward, always forward.
So let’s take a step forward and start thinking about how to reach your particular audience. I want you to leave a comment with the type of content your target audience would benefit from. As you know after reading this post, adding value is the most important piece of this puzzle.
For example, if you’re trying to connect with vegans, you might write:
Vegans: Content that highlights lesser known plant-based recipes.
Your turn! I look forward to hearing from you.