Content Curation: Effectively Gather Your Best Customer Stories
We have already established the fact that user-generated content, or UGC, is an increasingly important factor in marketing, and is one of the hottest marketing trends to come out of 2014. At the same time, social media has become increasingly important, both for consumers as well as for the businesses marketing themselves to those consumers. Of course, with such an immense amount of content out there, curating it has become a major task in and of itself, with about 74% of marketers saying that curation is a major component of their overall content marketing strategy. That said, curating content should clearly be a significant component in marketing strategies. The question is how can you sift through all the content effectively?
Don’t limit yourself to just one content type
With so much content out there, it might be tempting to consider focusing on just one. However, it is important not to limit yourself to just one type of content, as multiple sources will actually make it easier to find themes and trends to use as the basis of a marketing campaign. You should consider everything, including images, videos, testimonials, contests, and anything else that has a significant amount of user-generated content.
Include content from a variety of sources
In addition to choosing from a variety of content types, you should also curate your content from a large number of sources. Social media platforms, such as Facebook and Twitter, are of course significant sources of UGC, with more than 140 million tweets being posted every single day (according to Moz Stat). However, Internet users are constantly testing out and adopting different platforms to view and share content. A successful marketing strategy demands that you go to where the users are. For example, a virtually limitless amount of video content can be found on YouTube, with more than 72 YouTube videos uploaded every minute. At the same time, the video clip platform Vine earns more than 1 billion plays every single day.
Use the right tools to curate the collection
After you’ve determined where you’re getting your content from, the key is properly curating it. This requires the ability to determine which content is popular and receiving positive reactions from users, and the StoryBox curation tools can help syndicate and moderate content quickly and easily. StoryBox also utilizes a “Sentiment Analysis” to help marketers determine whether a particular piece of content is receiving lots of positive or lots of negative responses from users.
Analyze your campaign
The amount of data analysis required in locating, curating, and assessing the success of a UGC marketing campaign can be overwhelming, which is why it’s so important that you use analytics tools to sift through the information. More than that, however, it is important to look at the “big picture” to see exactly what the impact of your marketing campaign is having on your company’s image.
It is worth taking some time to think about your marketing campaigns overall goals. Chances are, there is plenty of UGC for you to use in reaching those goals.