Curated Content Is Like a Holiday Rerun

Mr-Heat-Miser1

Just a few months ago, I was much more of an advocate for aggregating and curating content on social media channels. I saw the need for sharing content created by others as an important part of your digital marketing strategy.

However, it now may be time for many brands to tell their story more, and share others’ stories less.

Curated content is a rerun

When I speak with marketers about social channels and how content works with audiences, I frequently draw comparisons and analogies to television programming. Curated content is a rerun. As the holidays approach, TV networks will start relying more on reruns. What are they saying? That they’ve given up on having much of an audience at this time.

By running too much non-original content on your social channels, you’re saying the same thing.

Reruns aren’t all bad

Look at the huge ratings for constant reruns of The Big Bang Theory on TBS, and Seinfeld running in syndication for nearly 20 years. And every year networks trot out Rudolph, Frosty, Heat Miser, and the rest of the 40-year-old animated shows.

But it’s a rerun. It’s not original. When you share a lot of aggregated stories, your audience has probably seen it or something similar already. Worst of all, you may get a bit of credit for sharing the nugget, but your brand is not the star. You’re telling someone else’s story.

As mentioned earlier, I used to be much more of a proponent of posting content created by others, especially popular content. My aim was to promote the idea of just getting something on those empty pages – and with any luck, something popular. But now no one is paying attention to your Facebook page anyway; they’re focused on their Facebook feed. And hopefully you get a little portion of that feed where you’ll have the opportunity to get their attention.

Be the TV Programmer

So think of your page as your own TV network, and use curated content only to fill those holes when you don’t have a new blog post or original video or podcast to share. And when you do share others’ stuff, it may make sense to get share the work of business partners, channel partners, friends in the industry, and other marketers you know. Perhaps they will reciprocate on days when their programming is running dry too!

 

Social Geek Tip of the Week: Don’t Inadvertently Advertise Your Competitor

slip-up-709045_640

 

Be careful of inadvertently advertising a competitor.

If you share curated content like news articles and blogs, be sure to read them thoroughly before posting to your company’s Facebook page or Twitter account to make sure you’re not giving a paid plug to a competitor.

I have been very close to sharing a post from a site but did a quick double-check to find that a competitor gets a big (and often paid) credit in the last paragraph.

 

Social Geek Tip for Next Week: Share 2 Pieces of Curated Content Per Day

social-media- blocks

 

If you want to quickly build your brand’s fanbase, there’s no easier way than to share some relevant, interesting content from a news source, blog, or other page. Starting next week, commit to sharing at least 2 posts per day on Facebook, Twitter, LinkedIn, and any of your other social assets.

3 would be better…4 would be even better!

In The Art of Social Media, Guy Kawasaki and Peg Fitzpatrick recommend 4 posts per day on Facebook and a whooping 25 per day (!) on Twitter just to rise above the noise. But, if you still think you’re too busy right now, at least get the ball rolling with a commitment of 2 shares per day of cured content. And then when you see good results, keep going!