In a perfect world, you’d have all the time in the world to create compelling and informative content that lets audiences know who you are and what you’re passionate about. But, as we know, running a business takes time and energy and producing original content takes time that you might not always have.
Fortunately, you don’t have to start from scratch. Not only is it a good practice to re-purpose your content (which will be featured in a later post), you can also post good quality content from others. That’s the essence of content curation.
What is Content Curation?
Basically, content curation is the process of sharing valuable content that resonates with your audience. Although there’s no real hard and fast rule regarding how much content curation you need to do, many organizations abide by the 80-20 rule; 80% content curation and 20% original content.
The content you curate can definitely be used in other parts of your content marketing strategy. You can share the content via social media but also re-purpose it through summaries in your e-newsletters and blog posts. You could also save curated stories and turn them into a monthly round-up of stories to send your audiences.
Here are some ways on how content curation can benefit your non-profit organization
Benefits of Content Curation
Establishes Your Organization as an Authority & Lends Credibility
Sharing external content positions your non-profit as a reliable source of information on what’s going on in the industry at large. When the content you curate is specifically relevant to your audience, it shows that you’re on top of the conversations happening around you and that you’re engaging in a dialogue with the industry’s most influential organizations.
Being willing to engage with other industry experts, influencers and fellow colleagues in non-profit organizations not only expands your reach with new audiences but shows that you’re open to mutual collaboration. You’re showing your own audiences that you’re committed to providing them with the best content, whether it was written by your organization or another one.
Gives the Audience What They’re Asking For
Sharing more helpful information, even when you don’t necessarily have the time to write the information yourself, shows that you’re giving your audience what they asked for. Content curation lets you share more content with your audience-and provide them with more benefits-than you’d otherwise be able to. So win-win all around.
Content Curation in Action
Content curation isn’t just about scheduling content to be shared on social media. It’s about framing the information in such a way that audiences still receive your input.
-You can summarize the main points of the content
-Give it some context so audiences know why it’s important
– Add your own opinion about the content & your organization’s perspective about why this is valuable.
This section will focus on inexpensive and/or free to use content curation tools that will help you find the right content for your audience.
Get Started with Feedly
Feedly’s Smart Reader allows you to organize your sources into easy-to-read feeds, which includes blogs, media publications such as Business Week and even YouTube channels.
You can even monitor news about your organization and the industry by integrating Google Alerts and searching for specific articles inside Feedly. Any relevant articles you find, say on non-profit fundraising, can be saved and read at a later date and you can easily schedule them through Hootsuite to be shared via Facebook, Twitter, LinkedIn, email and more.
You’ll also be able to create shared feeds & boards with colleagues in your organization to curate, comment and prioritize specific articles to place into your content marketing strategy.
The free version allows you to have up to 100 sources of information, 3 feeds and 3 boards for both mobile and desktop. If you choose pro for $5.41/month, you’ll have access to unlimited sources, feeds, boards and the ability to integrate Google Alerts, share to social media and save to Evernote and OneNote.
Delve into ContentGems
A content discovery engine, ContentGems scans hundreds of thousands of articles on a daily basis. Once you sign up for an account, you can monitor their massive database of publications and blogs for relevant content. You can filter search results based on keywords, social signals and other advanced filter settings. Based on your sources and filters, you’ll receive a comprehensive stream of dynamic and timely content that you can plug into just about anything such as e-newsletters, your blog/website and social media.
The free option allows for 1 content search with 20 RSS feeds, a weekly e-mail digest, daily content suggestions and the ability to add up to 10 keywords to search queries.
Generate Your Own Curated Magazine with Flipboard
This mobile app makes it easy for you to curate content into a beautifully designed digital magazine. Once you get the app, you can ‘flip’ any article, blog post, photo or other media via a browser bookmarklet. The app automatically creates stunning layouts with all the content that look and feel like a professional designed digital magazine.
Create Custom Content Pages with Scoop.It
You can use Scoop.It’s active community to search for content by keyword, share curated content directly to your social channels and embed what you find on your website. The website will also display your curated content into elegant, magazine styled layouts that you can send out as e-newsletters.
For the individual plans, the free version allows you to create 1 personalized content hub/page, 1 keyword group per topic page and attach 2 social accounts to share the content on. The system will give you 10 scoops/day with basic content filtering. The pro version at $11/month allows you to create 5 content pages with 5 keyword groups per page, unlimited scoops and the ability to attach 5 social accounts. You’ll also be able to customize each page, schedule posts and check the analytics for each page.
Stay Organized with List.ly
If you love sorting information into lists and keeping content organized, you’ll love List.ly. You can gather information into useful lists which your readers can vote on, helping you to continually curate great content that audiences want to read. Whether you sign in on the website or use the iOS app, each list is photo rich and visually stunning. You can easily embed the list on your blog (via the WordPress plugin) and share it via social media.
Promote Content with Paper.li
Chances are you’ve probably seen Paper.li online, especially on Twitter. This free service is your secret weapon for content curation-it automatically helps you discover relevant content, curates it into an online newspaper and promotes the paper across the web. Best of all, it only takes a few minutes of your time on a daily basis.
The free account allows you to aggregate content from 10 RSS or social media sources, it will host your curated online newspaper and share it automatically via Twitter.
The pro account for $9 USD/month has everything the free account has but allows you to aggregate content from 25 sources and it shares your top article and web newspaper on Facebook, Twitter and LinkedIn, including business pages. You’ll also be able to drive traffic to your site with a customer call-to-action overlay, remove ads, install custom widgets, videos and photos inside the paper, obtain subscribers and more.
For more marketing tools for non-profits (such as email marketing tips), subscribe at GlobalOwls and also be sure to subscribe to In Retrospect Writing Services for strategic marketing, public relations and social media expertise