It is a term I throw around easily, but I suspect not everyone know what it means. In fact, I know that is the case. Marketers worth their salt should, but people unfamiliar with social media and/or social media curation probably think I’m speaking a different language.
Curation: the selection of something such as documents, music, or internet content to be included as part of a list or collection or on a website
*This definition from the Cambridge Dictionary is the most useful for my purposes.
Likewise, here is a definition of content, also from the Cambridge Dictionary;
Content: the ideas that are contained in a piece of writing, a speech, or a film
So when you put the two together, you have material that is shared in a location, like Facebook, Twitter, or LinkedIn, that follows along a certain theme.
For example, in the case of my tree services client, we share stories related to trees, tree services, and nature, often within Canada, Ontario, or more specifically, London, Ontario, where they are located. The content can be unique—i.e. a picture of the crew active during the day; or related to the industry—a news article about an arborist injured in the line of work; or informative about a service—a blog post on why you should plant trees. Your content should relate back to your company, field, the company’s interests (if there is a specific charity or cause the company supports), and location in which the company operates (ie. base of operations or focus location of sales).
Of course, this is really the tip of the iceberg, if you will. When thinking about what to post, you need to keep in mind current events (ie. birthdays, anniversaries, newsworthy events in your community), your followers interests (do they prefer humour, serious informative articles, or maybe pictures), other popular content (can you comment on other current affairs, jump into trending #hashtags, or create a viral meme to skyrocket your reach). Don’t forget the push of video, live video, contests, and boosted posts.
But I think I am getting away from myself now. Best to think about who your audience is and what message you want to put forth. Note what your followers respond to and give them more of the same. Be consistent, real, and helpful. And I cannot reiterate enough, when it comes to content Quality will always reign over quantity any day.