There are so many different platforms and processes to curate content online and grow target audiences. But brand managers find themselves at a crossroad when choosing a content curation channel. Here is a break-down of the top three channels for curating content online: Web-based, Email-based, and Social Networks as content curation channels.
Social Networks as Curation Platforms (Twitter, Linkedin, Facebook, Google Plus)
Social networks are natural born curation platforms that have attributes found nowhere else. Large audience bases combined with the insatiable hunger for relevant & interesting content makes social networks the most arable fields for growing target audience follower bases. Implementing a sound curation process (process infographic here) on the right social network (how to choose the right social network) has the best potential for success for any content curation strategy.
Brands that leverage large user bases on social networks and curate targeted content commonly find that this is the most efficient way to grow target audience follower bases.
Web-based Content Curation Channels (paper.li, scoop.it, storify)
Web-based content curation platforms are most useful for brands and individuals that are looking for an easy way to get started on creating their own online curation news magazine. The best part about these platforms are the low barrier to entry and fast startup. Just sign in with your favorite social network account and boom – you have your own curated content base-camp!
The biggest downside to web-based curation platforms is that they serve a much smaller audience compared to the hundreds of millions of users on top social networks. Therefore, extra work must be done to share your stories on social networks. Although all of the platforms come with social sharing features to automatically share your story on social networks, you must be careful with this functionality. If you blanket-share the same story across all social networks then you become an echo chamber, and that’s not good for anyone.
Furthermore, research shows that brand followers engage more with brands that promote outside sources rather than always talking about themselves. Constantly promoting your content curation base-camp makes it appear as though you are always just talking about yourself. Linking directly to the third-party content source will foster a higher level of trust and engagement with follower bases.
Web-based content curation platforms are best for brands that want to maintain a central repository for curated content. This is useful for brand followers that want a resource to return to or even subscribe to – which is extremely valuable for building middle-of-the-funnel prospects. But if your goal is to grow target audience follower bases then a web-based platform is not the most efficient way.
Email-based Curation Channel (news.me, thetweetedtimes.com, mytweetmag.com)
This content curation process bypasses websites completely and simply emails links to auto-curated stories shared by profiles that you follow. Just by signing in with your favorite social network, you will receive an email each day with stories shared by your social network connections.
For brand marketers, this can be a blessing or a curse. Your brand will only appear in these news feeds if you are actively curating content on social networks. Furthermore, your potential reach is limited by the size of your follower base. The only way to grow email delivery curation platform subscribers is to grow your social network follower base. Brands that already curate content on social networks will be blessed by the fact that they have already optimized themselves for email-based curation platforms.
How has your brand been successful by curating content online? Please share in the comments below!