» Engaging Your Audience with Curated Content

Engaging Your Social Audience with Curated ContentWhether you’re new to social media or a seasoned pro, every brand inevitably hits it: the content wall. You know you need to be posting on all your social properties several times a week (or several times a day in the case of Twitter), but just how many times can you alter the same, “Check out today’s post!” messaging? If you’re struggling to keep your queue topped off, curated content may be the answer.

What is curated content? Simply, it is sharing great content from a trusted, reputable resource (with appropriate attribution and links!), on your social networks, blogs or site.

Before you go there, we know it’s somewhat counter-intuitive – why would you post someone else’s content? While you always want to position yourself as an industry expert, that doesn’t mean you can’t position yourself as a resource for your social audience and the wedding and/or events industry at large.

To get you started with your content curation strategy, here are four reasons you should take the plunge!

  • Curating content from industry leaders and/or communities makes you a resource. There’s nothing wrong with recognizing that someone in your industry knows a lot about the way your industry works. In fact, sharing other people’s knowledge helps establish you as a resource in your community. As an aggregator of interesting and helpful content, your audience will value your level expertise and perceive you as constantly “in the know.” Even better, your audience will also value your point of view more when you do post original content, as your business is seen to have a finger on the pulse of the industry!
  • Curating content from industry leaders and/or communities builds relationships. The biggest concern for businesses that choose to curate content is that they’re worried about being perceived as plagiarists – a concern that can easily be absolved by always linking to the original article/post and giving due credit. The benefit of following this golden rule is that you’re bound to get some attention from your sources. They’ll be happy you’re sharing your content because, well, who wouldn’t want free publicity?! They’ll most likely thank you for sharing (if they’re polite) and remember you later. If you’re diligent, the relationships you build on social media can carry over into the offline world in the form of referrals!
  • Curating content from friendly firms and partners enhances both of your networks. You’re likely to have a few friends in the industry (hello, WeddingWire!), or partners with whom you’ve worked a few events. They’d love a shout out! Not only will this deepen your relationship with a given business, they’re also likely to reciprocate. This can help grow both your audiences if you’re in the same vertical, as well as help you cross-sell for each other! You can never go wrong with showing your friends some love.
  • Curating content provides a break from posting the same content over and over. If you’re posting your own sales-y content every day, your social media properties are going to quickly lose steam. If a person or company wants to know about your products/services specifically, they can always visit your website. You’ll need to provide some other value in order to gain and keep your social media fans. By providing your fans with a mix of your own content and other content relevant to their needs, you’ll not only get them to your page, but you’ll also keep them there.

Sharing other businesses’ content can provide your business with a wealth of benefits – social media audience growth, engagement, and retention to name a few. The relationships you build on social media properties are similar to those cultivated at networking events in that you’re growing your network of fans and brand advocates that will lead to more happy customers.

While we’re on the subject of social media thought leaders – head over to our Facebook page and be sure to follow us on Twitter for helpful tips for wedding industry pros!

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