Netizens are getting wiser and wiser each day. They follow brands not only because they believe in its products or services, but also because they find value in the shared posts. Your social media followers continuously expect buzz-worthy content from you, which is why you need to explore new ideas and ways to advertise your brand while not sounding like a parrot.
It's easy to make a blunder, especially when you haphazardly post social media content without a time-sensitive marketing strategy or set your social feed on autopilot for an indefinite time. Missteps can occur in these instances; hence it is crucial to learn how to handle failure so you can avoid content curation mistakes.
Your social media presence doesn't have to look like a jumbled mess if you apply the right social strategy. However, a lot of modern brands, unfortunately, fail at automating their social media while seeming like a robot. Brands struggle with finding the correct balance between applying a human touch to content creation and automation. The end result? A negative impact on follower growth and engagement.
What are brands doing wrong with their content curation? How does this impact their social media strategy? Read on and use this as a reminder of what you shouldn't be doing with your content creation strategy.
Not Posting Fresh Content
Brands often forget to play an active role in content curation. They don't realize that publishing new content will keep their social media channels fresh, engaging and interesting especially when they have a variety of articles shared on their feed. They also do not seek for new articles relevant to their audience, and knowingly let their social feed get stuck in the past.
I mean, how often do you see articles shared by brands that contain information that is not applicable today? How many times have you clicked on "breaking news" and realize it's an article published years ago?
This is where content curation platforms come into play. Instead of having to manually looking for the latest content your followers would be interested in, you can turn to tools that curate this content for you, such as Scoop.it, Feedly, or Storify. Many social media management platforms already have content curation tools built in for you to use, as well. For example, here at Social Report, you can curate or syndicate content from any RSS feed, or simply enter a keyword for the type of content you're interested in and plug into our library of several hundred thousand RSS feeds.
Social media doesn't have to take up an enormous amount of your time. You do not have to go through the avalanche of articles and series of tweets to know what's up or trending. This is what scheduling tools and content curation platforms are for. They cut down on wasted time and unnecessary stress so you can be more focused on working on what's important.
Not Sticking To A Posting Schedule
A lot of brands make the mistake of posting social media content without a scheduling solution and because of that, they consistently stress about being “on time.” Becoming disorganized is easy, especially if you don’t create a plan on a daily or weekly basis. Even if you have all the resources right in front of you, the fact that you are not using your time wisely will cost you a lot more.
It will be different when you start sticking to schedule. When you set up a routine, you get more things done. It will also remove the time-sensitive stress from your content curation effort and give you the ability to plan your posts ahead, especially when you want to take into consideration the optimal number of times to post per day and the best times to post on each network.
Expert social marketers know that scheduled posts are the foundation of an effective social feed and that it is important for brands to work on their content in advance. That is why social media scheduling is the bread and butter of today's brands.
However, it's also important to find a schedule that will work best for you and your content. Try a few different strategies and see if you are getting the most out of it. You don't have to stick to a schedule 100% of the time and can throw breaking news posts in, for example, but having a foundation in place will save you time and enable you to schedule more effectively.
Not Following The Right People
Following the right people is an important part of your content curation strategy. Why? It is simply because you won't learn much from brands who only do self-promotion, especially in a forceful way.
However, when you follow good social media influencers, you will have a better understanding of what makes audience tick or what your followers might want. You can also get ideas and inspiration from experts. If you know people who can influence your marketing strategy, it's best you follow them on social media to see the different approaches they have for their brand or business.
One good example of a go-to social feed for shareable content is Jason Fried of Basecamp. He is one of the known marketers that represents an ongoing source of content that our audience will consistently find relevant and interesting, which is key when looking for someone to follow. The type of content you're looking for from people you're following provides entertainment, educational value, and actionable steps your followers can apply in their lives or businesses.
If you make it a point to build a list of influencers to follow where you can pull content and share their piece to your followers, you will be able to determine what kind of articles brings in more engagement and clicks from your audience. This will, in turn, help you with developing your own content curation strategy and knowing the specific types of content your followers respond best to.
Not Having A Versatile Feed
The lack of flavor when it comes to social feeds are commonly seen from most modern brands nowadays. They make the mistake of posting purely links and tweets to social media thinking those alone is enough to receive more engagement.
This is one of the reasons why followers unfollow. They lack visual content. Sure, you may have produced a cornerstone piece, but how will you make your audience click on it if you do not switch up your social content from time to time?
It has been proven and widely known amongst social media marketers that posts with images or videos get a lot more attention. There's no reason to go beyond it -- visuals are extremely important for social media engagement that is why the push for it only seems to be getting stronger. So how do you choose the right visuals for your content? Find relatable images that capture your target audience.
Nectar Collective's Melyssa Griffin is a good representation of content curation be executed perfectly. When you go through her social feed, you will see a variety of content which includes educational videos, motivational quotes, free resources for online entrepreneurs and so much more.
And that's just the beginning. The main point here is that any social feed that is well-curated is going to have a wide variety of content, versus just photos, just links, or only blogs, only videos, and so on. You need to mix things up and provide your audience with different types of informational and visual content in order to keep them interested in your message and add that personal touch to your social feed they crave.
Not Thinking Of Their Audience
Brands with purely promotional social feeds do not attract followers. That's because they don't think deeply about their intended audience and determine what topics and content would be most relevant for them. Content strategist Tiffany Monhollon recommends that brands should start with their audience in mind. They should know the needs of their followers so they can properly create meaningful content that relates to their business. Relevance is key in content curation. It's crucial to know your audience first and produce what topics they care about the most.
According to the findings of Enable Marketing, they found out that 59% of people said they followed a certain brand because they are interested in hearing about their latest promotion from the company, but 58% of people also said they found it annoying when a brand posted a lot of promotions and 46% of followers were likely to click the unfollow button because of it.
This is an interesting study since it indicates that the brand should strike the right balance when marketing their products or services with over selling or shoving them down their followers' throats. While you obviously should not mention your competitors in your own feed, it won't hurt to show some love to other players in your industry.
Finding the balance between education, entertainment and promotion can indeed be difficult. So, how do social marketers do it? Although there are tons of recommended ratios when it comes to posting on social media, the experts always go for the 80/20 rule. It means that only 20% of your content you post should be promotional, while the other 80% should be content that provides value to your audience.
Not Knowing How To Recycle Posts
Pretty sure many of us digital marketers have experienced writer's block or lost our creative juice at some point while trying to produce new content for our audience. On days when we have trouble coming up with an article, recycling posts is definitely a life saver. This is one of the opportunities most brands miss out on, unfortunately. They do not use this chance to repurpose their best content to get more value out of it.
By recycling your content, you create more opportunities to get your repurposed content in front of fresh faces. You can gain new followers and generate more engagement this way. Simply sharing it once won't guarantee that all your followers will see it. This is because of the social network algorithms.
Let us take Facebook's news feed algorithm as an example. What Facebook users will see on their individual feed will depend on how they react to posts made by their friends and brands or advertisers they followed. This is Facebook's way of ensuring that only a part of your business page followers will see your status updates in their feed, hence the importance of scheduling repurposed content. So, make sure you work on your captions when recycling posts so that your audience won't grow bored of your social feed.
Second, reposting your best content can also remind your followers of what's important. You might look like spam to those who have already seen your content so there's a small risk there. However, if you remind your followers through varied iterations of the same content, you will be able to successfully enhance your brand visibility.
The lesson here is to not stick to same default captions every time you recycle old posts. These subtle changes will make your feed seem less stale even if you're working with a limited amount of content.
Remember that an effective content curation strategy is not about bombarding your followers with content and hoping that some of the content resonates. It is about posting content relevant to your audience at the right place and time. By knowing what your audience is looking for and what drives the most engagement, you can finally create a strategy specific to your brand that has the right combination of fresh and third-party content that will help with follower growth, engagement, as well as positioning your brand as an expert in your respective industry.