When it comes to social media marketing, curated content plays a critical role. In fact, I would say that it is a crucial role. You have to understand that if you attack social media marketing with only your own 100% original content, chances are, you will fail. It’s only a matter of time, seriously. I know this sounds depressing and discouraging, but it’s also the absolute truth. If you were to turn a blind eye to this or, worse yet, try to deny this, then you’re just making things all that much worse for your company. You have to understand that social media marketing for all its amazing benefits can get expensive very quickly.
How can it get expensive? The most common way it can become a hassle, financially speaking, is when you get the idea in your head that you have to come up with your original content. I’m not saying that you shouldn’t do that. At a certain stage in your use of social media marketing, you would have to do that, but not now. You shouldn’t even think about that getting out of the gate. Instead, you should focus on creating credibility with your target audience members on many different social media platforms. Now, you may be thinking that this is some sort of chicken or a problem. How can you build credibility when you don’t have content? How would people bother with your content when you don’t have credibility. You’re absolutely correct if you think this is some sort of catch-22, because it is.
The good news is that this is one instance of a catch-22 that is very easy to solve. How? Use third-party content. Look at your competitors and pay attention to their content. Look through their content that is already very popular on social media platforms. Maybe these pieces of content get a lot of re-tweets, plus ones from google plus and likes from Facebook. Whatever objective measurement of social media marketing success they may get, pay attention to those. Pick their most popular content on social media and get those links. Put those links on your social media platform. That’s right, promote your competitors’ or near competitors’ contents.
When you do this, you win in two ways. First, you get to build credibility in the people you’re trying to impress. At the end of the day, they really couldn’t care less where the content came from. Instead, what they care about is that you speak to their needs and that you are in the same ballpark as far as their niche interest are concerned. The more they see your social media account associated with the content they trust and respect, the smoother your brand becomes. They start trusting your brand.
The next benefit you get is that you actually track the success of the social media content. After all, they’re on your social media accounts. Pay attention to which of your competitors’ content gets the most love from the people you’re trying to market to. This is a serious indicator, so pay attention to this. Because if you notice that content talking about a specific topic almost always gets a lot of engagements, that is your cue to produce your own original version of that type of content. If you do this, you would be able to save a lot of money, while at the same time, getting all the information you need to cheaply, effectively and quickly come up with an effective social media marketing content campaign that can push your brand upwards and out. That’s how it works.
It’s all about offering the right curated content. The problem here is that not all curated content are equal. You have to pay attention to the results you’re getting. Drop the ones that are not performing. You have to run as many different curated content types as possible, but be quick to determine patterns and act accordingly by dropping non-performing curated materials.