Social media content can be a fickle friend to your social strategy (and feeling successful). Why do certain posts launch into the stratosphere, while some fall flat? While we marketers rely on reports and data to paint the big picture, perhaps we’re better suited looking at the smaller side of things. Here’s how we’ve been using micro changes to make a BIG impact on our social media content.
To use content curation as a marketing strategy, or not … apparently that’s the question. My new(ish) friends at Web Search Social are calling me — and others — out. They’re saying, “… content curation as a social marketing strategy is silly, fruitless and something you should stop doing immediately.“ Well hold on there, partner (in my best John Wayne voice). Isn’t that a one-size-fits-all blanket statement? Surely, if content curation were THAT bad, no discerning marketing person (or “experts” as my WSS friends call them in their post) would use this ghastly tactic. Undoubtedly, if content curation were so hideous a tactic, smart marketers like Beth Kanter, Jay Baer, and Jason Falls wouldn’t promote such a thing. Let’s discuss.
Another week of recording for Ready, Set, Podcast, and another week of publishing chock-fill of content marketing ideas. Last week we spoke with Cendrine and Anton, who both shed some light on content marketing must-haves. Things like brand personas and content curation tools. I’ll share my insider insights with you below, as well as list the full episode for a longer listen and deeper dive.
Sharable content fuels social media. I think the best way to understand how it works is to compare it to family. I’m really close with my family. We’re the kind of people who get the party started – there’s always laughing, joking, and if you’re lucky, you’ll get to see my mom do the robot or play spoons on her legs. True story. (I’d share the video but she’d ground me). Shareable content, like my fam, is fun, vivacious, and entertaining. People want to share it, be around it, and consume it.
Before we can appreciate the benefits of content curation, we must first grasp just how much content exists online. You probably know this already, but the Internet is a very noisy place. The amount of data and content is astonishing, and people add more every day. When I started writing this article on Saturday afternoon (4/12/14), I did a Google search for “how much content is on the web.” My search produced a gazillion results, including a website called WorldWideWebSize.com. This is the one I chose to click, and it turns out this site provides a daily estimated size of the World Wide Web. I have no idea whether the information is accurate, but it looked impressive. As of today: “The Indexed Web contains at least 1.79 billion pages (Saturday, 12 April, 2014).” Wow.