Content curation presents a wonderful opportunity to position your association as an insightful industry expert, provide high-interest resources, and improve engagement with your key audiences. By carefully selecting and sharing content from trusted sources, you can also save time and further enrich your content pipeline for LinkedIn and other social media platforms.
Just like a prospector sifts through a lot of dirt to find golden nuggets, you as a content curator will sift through a lot of information to find the most valuable pieces for your followers. This blog post will guide you through content curation best practices for LinkedIn, discuss challenges and share actionable insights on how curation can richly enhance your organization’s LinkedIn profile.
Understanding Content Curation
Content curation involves curating, organizing, and sharing third-party content that aligns with the interests and needs of your target audience. Instead of creating original content from scratch, content curation allows marketers to leverage existing resources and position themselves as industry experts.
Curated content encourages audience engagement, fosters discussions, and builds a community around the association’s LinkedIn presence. Take time and review LinkedIn’s analytics to gain insights into the type of content that already generates the most interest.
Content curation allows associations to provide a steady stream of valuable content without the need for extensive content creation efforts. And added value and benefit associations offer their members is the opportunity to highlight and share member-generated content with this system.
Set Clear Content Curation Goals
Before you start curating content, be sure your overall content strategy is defined. You should clearly know your audience, the topics you want to focus on, and your content objectives.
Further, set a specific objective for your curated content. This makes selection and analyzing results as a “success” easier long-term. Do you aim to educate, inspire, or spark discussions? Are you trying to drive traffic to your association’s website or increase engagement on LinkedIn? This clarity will ensure your curated content will resonate with your followers and align with your goals.
Develop some language around these goals to share as part of your curated content policy to share with others through inquiry or promotion.
Schedule and Optimize Content
Consistency is key in content curation. When possible, schedule curated posts in advance to maintain a regular posting cadence. Experiment with different posting times to identify when your audience is most active. Use LinkedIn’s analytics to assess engagement metrics and optimize your posting strategy.
My recommendation to clients to start is schedule two 30-minute appointments during their week for curating and scheduling these posts. This allows you to find materials recently released. Prioritize content that aligns with goals, addresses known member pain points or challenges, and provides actionable insights.
Staying on top of the latest industry news is crucial for content curation. Monitor industry-specific news, follow relevant hashtags, participate in industry events and conferences, and engage with thought leaders to stay informed and curate timely content.
Adding Value and Context
Content curation is not just about sharing; it’s about fostering conversations. Merely sharing content is not enough. Add value by providing your own insights, analysis, or commentary when curating content.
Explain why the content is important to read, highlight key takeaways, and offer additional context to help your audience understand its relevance.
Encourage conversations by asking questions, seeking feedback, and responding to comments to further establish your association as a valuable resource. Actively build relationships with other curators, member accounts, and industry professionals by sharing their content and tagging them when relevant.
Here are three examples of LinkedIn accounts doing well at content curation:
- Travel and Tourism Research Association (TTRA)
- Association for Supply Chain Management
- Association of Women Art Dealers (AWAD).
Overcoming Content Curation Challenges
Not all content is worthy of curation. Assess each piece of content based on its relevance, accuracy, credibility, and value. Avoid sharing content that may be outdated, biased, or poorly researched.
Strive for a diverse mix of content formats, such as articles, blog posts, videos, infographics, and reports, to cater to different learning preferences.
Cite Sources and Give Credit: When curating content, always give credit to the original source. Include the author’s name, the publication, and a link to the source. Citing sources not only respects intellectual property but also enhances your credibility as a curator. LinkedIn provides a “Share with comment” feature that allows you to add your thoughts while giving credit to the original content.
Information Overload: Filtering through a vast amount of content can be overwhelming. Leverage content curation tools, RSS feeds, and social media monitoring platforms to streamline the process. If you are using a social media management system, they often have tools as part of the service. Here are three tools I find useful:
- Pocket allows you to save articles, videos and stories from any publication, page or app. It’s a very handy tool to curate content from various sources.
- ContentGems is a content discovery tool that uses keywords to find relevant content.
- Feedly is an RSS feed, which means it allows you to gather updates from multiple websites in one place. Ideal for those who want to curate content from several blogs or news sites.
Avoid Bias: Ensure a balanced content mix by curating content from various sources and perspectives. Strive for objectivity and present a range of viewpoints to provide a comprehensive picture of industry trends and insights. This is where the previously mentioned policy statement can help.
Monitor Metrics and Adapt
Schedule time monthly to analyze the performance of your curated content specifically. Tracking metrics like views, likes, comments, and shares will help you and your team better understand what is resonating with your audience.
Based on these insights, you can then adapt your content strategy and continually refine your curation. Consider experimenting with the style of content and your posting times to optimize engagement.
While mastering content curation requires a strategic and consistent effort which in the beginning may feel time intensive, it provides a valuable opportunity to establish your thought leadership, foster meaningful connections, and position your association as a go-to resource for current and prospective members. Start curating today and unlock the power of valuable content sharing.