Module 3: Enhancing Touchpoints with Contagious Content and Community Conversation Unit 2: Creating Content That Spreads and Sticks
Besides boosting productivity, the curation of others’ content helps in the following ways: • Expands reach and visibility • It’s perceived as being less self-promotional (e.g., provides alternative perspectives) • Enhances thought leadership • Boosts SEO (via more valued content links and ongoing fresh content) • It provides better opportunities for influencer relationships For more on the relative benefits of curation over creation, check out this brief (2:45 min.) video from Hootsuite Academy. Keep in mind that content created inhouse still maintains advantages in showcasing credibility and expertise leading to
purchases. One study (Convince&Convert) found that clicks per conversion were far higher for created content perhaps suggesting that more purchase credit is given to the initiator of engagement. This is why the concept of curation involves more than simply recycling others’ works. It means adding your own insight whenever possible. Moreover, substantial efforts and investments are still required to (1) manage social listening and curation app platforms, (2) editorialize the content with a brand’s perspective, and (3) adapt (repurpose) the
content to suit certain social media platforms and influencer contexts.
Social Listening. We begin this discussion on curation by determining what to curate. Over the past few years, social listening has ushered in a new era of content curation. According to PR Newswire, “the content curation market is expected to reach $2.4B (18% CAGR) by 2027 owing to the
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