Whether your brand has been on social media for years or weeks: Finding relevant content to post every day can be a constant challenge. That’s especially true if you’re a B2B company that has a very niche customer base. Don’t worry though, I’ve got you covered with suggestions of a few places to find great third-party content – a “must-have” if you want prospects to see you as an industry thought leader and resource.
Not only is LinkedIn great for reaching prospects, it’s my favorite place to find high-quality content for social media posts. You can take a look at what your connections have posted on your feed, but for the best content you need to look at LinkedIn Groups. There’s at least one group for any type of industry so you’ll be well covered.
Take a look at what people are posting in LinkedIn Groups and what sort of activity each post is getting. You’ll start seeing topics that start more discussion than others…pay attention to those posts and the resulting comments and consider posting content related to those topics. Be careful not to just rip off someone’s post and put it in another group. That looks lazy and can be a social media disaster if that user sees it.
Caution: Finding a post on LinkedIn, then linking to the same article with your social media is just a quick fix. Instead, take a look at the websites that the posts are being pulled from for a longer-term content-finding solution. Bookmark those news sites and keep going back to them for content.
The two main social media monitoring tools I recommend are HootSuite and HubSpot’s built-in Social Inbox. Monitoring is more of a hands-off approach to finding content. Both HootSuite and Social Inbox allow you to enter certain keywords to monitor. You’ll then get a stream of posts that have those keywords included. Long-tail keywords will help you cut through the noise more general keywords generate.
Follow any users that consistently post great content related to your industry. This makes it easier to retweet those users and allows them to see and promote your content. As always, though, don’t just rip off someone’s post. Twitter is visible to everyone and news of a nasty experience can spread quickly.
Online Media Monitoring
This is another hands-off approach that can flood you with content ideas. I’ve used tools such as Meltwater to find out what the “buzz” is for an industry. You’re still entering keywords to monitor but this type of tool will track online news posts and blogs instead of social media. There can be a mountain of news to sort through but this is another way to find sources that will give you a constant flow of valuable, timely content for the future.
Now you have a few more ways to find relevant content to post on your social media profiles. I can’t stress enough though how important it is to give credit to users when credit is due. Reaching out to someone and saying thanks for posting such great content and letting them know that you feature a lot of it on your social media profiles is a great idea, too. You might even be able to get another user to start promoting your original content.