In this article, you will learn:
- Where to find complementary, non-competitive content
- How to share content across multiple channels on different days at different times
- What tools exist in the cloud and on mobile for curating content
- How to create a system to curate large amounts of content leaving you free to engage
- How to analyze your content’s performance
I have often said that content is the beast that must be fed. Where would social media be without content?
More content is shared and consumed every second, minute, and hour of the day.
That can make for a substantial amount of noise and a limited window for your content to be discovered and enjoyed.
While sponsored content can improve your chances of your content being seen and extending its reach, that is not going to be the focus here.
What I want to discuss here are some tools that enable the consistent curation of quality content that can help any organization or individual establish and grow a following.
I must warn you that this is not about shortcuts. These recommendations will ultimately save you time, but there is still a bit of heavy lifting in the beginning to configure the various tools and accounts as well as your content categories and set your system in motion.
It is not about putting your social media efforts on autopilot. I am going to share with you ways of automating some of your efforts, but I am not recommending nor would I ever recommend putting your social media on autopilot.
There are too many examples of companies that did that only to regret it later when they experienced a social media mishap that put their reputation at risk.
So here is a list of tools (free and paid), organized by category, that I use regularly or a lot to help me curate content at scale. I have mentioned some previously, but they are worth mentioning again.
There is some overlapping functionality amongst them but I tend to jump around to accomplish something specific.
Depending on your needs, you will likely not need as extensive a list but at least you can use the list to explore options.
This app started it all for me.
When introduced as an iPad app that rendered your Twitterfeed like an electronic magazine, I was hooked. It makes perusing your Twitter stream so much easier and more enjoyable because it pulls in more information in including images, video thumbnails, and the first few sentences of an article or post.
You get a much better sense of what is behind a link.
Flipboard has expanded to include your Facebook, LinkedIn, and Instagram feeds as well as an extensive collection of curated Flipboard Magazines by users and well-known sources like the New York Times or The Telegraph.
From within the app, you can comment, share, favourite, etc. The important part for me is that you can save a post to another app, Pocket (formerly Read It Later), which I will explain next.
So when I am on the subway or sipping my coffee, I can be scanning Flipboard for posts that would be of interest to my community as well as the communities we have built for clients.
You can use Feedly to build a repository of RSS feeds based on topics or categories that you can define or are recommended by Feedly. You can also add RSS feeds as you discover them.
The recommendation engine makes it quick an easy to build an extensive list of sources.
From within Feedly, you can save posts to Pocket and other archiving solutions, or you can share to LinkedIn, Hootsuite or Buffer.
Grapevine6 and Typcast
If you are in sales or marketing and need/want content to share with prospects or clients, then Grapevine6 can help.
You can tune it to make suggestions for content worth sharing based the profiles of your prospects and clients.
Typcast, for mobile and tablet, is the latest from the makers of Grapevine6, and it builds a picture of your social interests and then finds relevant content to share.
Daily, Suggestions, and Contributions from Buffer
I will get into more aspects of Buffer later, but I want to highlight Buffer’s Daily app for mobile and the Suggestions and Contributions functions from their main platform.
Daily provides suggested content that can be shared immediately or scheduled for later.
Similar to the Daily App, Suggestions are just that. Buffer suggests content that can be shared immediately or scheduled for later.
Contributions are content suggestions from team members that, once approved, can be shared immediately or scheduled to be shared later.
There are a few things that I like about Buzzsumo. First, it helps discover the most popular content by keywords or hashtags for the past day, week, month, and earlier.
Second, you can find the most popular content by domain. Finally, you can find out what the most popular content has been from the domains of competitors.
The makers of Pocket have done a fantastic job of integrating it with a variety of social media apps (e.g. Flipboard or Twitter and curation tools e.g. Prismatic).
While RSS feed readers will give you the latest posts with older posts usually being purged, Pocket enables you to archive a post so you can read or share it later or keep it permanently.
Beyond the Pocket app, there are extensions or bookmarklets for Chrome, Safari, Firefox and Internet Explorer so you can save an article or blog post straight to Pocket without leaving the page.
You can also tag what you save to make it easier to organize and find specific posts later. Pocket displays what you saved in a list or visual tile format for easy scanning. You can also search by keyword or title as well as for videos and images.
From within Pocket, you can send posts directly to your chosen social channels or to Buffer to be shared to chosen social channels later.
Whether from a Chrome extension, Feedly or Pocket, you can direct your content to Buffer to share at predetermined times.
You can drag and drop posts between channels and group social accounts together to make sharing to multiple channels easier.
You can also schedule individual posts at multiple times to ensure more of your community sees it. Finally, you can rebuffer posts that have performed well or that you want to ensure your community sees.
Buffer also provides analytics regarding your content’s performance so you can adjust your strategy as required.
With clients who have outsourced the management of their social media to my company, it has become increasingly challenging to find content and curate it in larger quantities for multiple clients.
Thankfully, Bundlepost solves that problem.
After importing RSS feeds, you select the social account for which you want to curate content, and you can add content one post at a time or in batches.
You can use Bundlepost’s scheduling capabilities or export your queue for use in Buffer.
It’s great for handling large volumes of content, and its capabilities are slated to improve in the coming weeks.
Hootsuite and SproutSocial
Hootsuite and SproutSocial are social media management solutions for multiple social accounts with social media team capabilities.
Both work with Feedly and Hootsuite also have content recommendations for you or a member of your social media team.
Giving the rise of employee advocacy, PostBeyond enables a social media team to approve and organize content for employees to distribute, resulting in greater content reach in aggregate than the organization can achieve through their channels alone.
I already mentioned that Pocket has an extension for some web browsers. You may want to checkout extensions for Feedly, Buffer, Hootsuite, SproutSocial, and Bundlepost.
It has been a while since I have written a post about tools and I am sure more tools and platforms will arise as the need to manage more accounts, more channels, and more content increases.