7 Content Curation Tools for your Social Media Marketing Strategy
Part 2 – Working with Buffer, Bit.ly and Google Alerts
This is the second part of a two-part post on content curation. If you haven’t read Part 1, click here. Content curation is an important part of social media marketing. It is the practice of sharing content that you think your followers will find valuable. A plumbing company may share content on how to unclog a sink with non-toxic household products. A digital marketing shop like us at Root Digital Marketing may share content that helps followers understand how to use LinkedIn to find potential customers and business partners. In Part 1 of “7 Content Curation Tools for your Social Media Marketing Strategy”, we showed how to gather and save valuable content to share with Feedly and Pocket. Now we will show you how to share the content and track it with Buffer and Bit.ly. We’ll also hit on other tools that you may find helpful in your content curation.
3. Share Content with Buffer
So you have some great content that you’ve saved and read in Pocket and now you want to share it. While you could share it directly to each social media channel, I prefer to use Buffer. Buffer is great because you can connect most of your social media channels to it and use one program, Buffer, to share it to one or all of them in one easy step.
There is a free version that allows you to connect some of your social media profiles but to add more than one for Twitter or any other channel, you have to pay. The other great thing about Buffer is that you can schedule when your content is sent. So when you add the content to one of your Buffer social media feeds, Buffer will save it in a queue for it to be sent on the schedule you have set. That way you can fill up your Twitter, Facebook, Google+, LinkedIn, or Pinterest queue and Buffer will send out the content on a scheduled basis as opposed to right that instant like the regular Twitter, Facebook, and other social media apps do.
You can use Buffer directly from Pocket by clicking on the Buffer icon when you have some content to share. Once you click the Buffer icon, you can then choose which social media profiles to use. You can send the same content to every social media profile although I’m not a fan of that. The other thing I love is that when you share content in Twitter, you can grab an image from the actual content piece to affix to the Tweet. I haven’t seen this feature on the regular Twitter app and I don’t think it’s a feature on HootSuite either. It’s a great feature because Tweets with images tend to get more impressions, retweets, and likes.
There is also an analytics part to Buffer that shows impressions, clicks, likes, retweets and other metrics. There are other apps that allow you to schedule your content curation like HootSuite but I like the simplicity and UI of Buffer. I’m currently not a paying customer but as I continue to manage more and more of my clients’ social media profiles, I am seriously considering it to make my work easier and more convenient.
4. Track Content with Bit.ly
The last piece of the content curation pie is the process of tracking the content that you share. Buffer has built in analytics that shows you how much your followers interacted with it as does most other tools like HootSuite. I use bit.ly because it is not tied to any particular digital marketing tool and can be used easily across all digital platforms. Bit.ly is first and foremost a link shortener like owl.y for HootSuite. But it also provides the user analytics of the links that you shorten with it. You can use bit.ly to shorten links for Twitter and Facebook as well as emails and instant messages and any place where you would normally share or add a link. The other great thing is that you can use it as a link shortener only and shorten campaigned links that you track with Google Analytics. That way people won’t see a long and ugly link containing your campaign info. Bit.ly is free to use but they do have paid options that provide extra services. Bit.ly also integrates well with many of the social media tools, so when you go to share the content, the tool you are using automatically shortens the link with bit.ly. There are other link shorteners and they all work pretty much the same. Just make sure that the one you choose works well with the tools and apps that you use.
5. Discover New Feed Sources with Google Alerts
Now that you’ve got your content curation up and running and everything is going swimmingly, let’s look at what’s next. I am always on the lookout for new ways to find fresh content to share as well as to get inspiration for my own content creation. One tool I like for finding fresh content that my followers will like to see is to use Google Alerts.
With Google Alerts, I can tell Google to search the Internet for content that contains keywords that relate to the content I share and the business I run. For instance, I like to share local news from the Indiana towns of Noblesville, Fishers, and Carmel on Root Digital Marketing’s social profiles as the businesses and clients we serve primarily live in our area of town. With Google Alerts, I can tell Google to search for the town names in the news, blogs or general web. I can choose certain countries to search in. I can tell it to show all alerts or only the best results. And finally, I can tell Google to email me the results or I can make an RSS feed. Since I feed the alerts into Feedly, I choose RSS feed and then add that feed to Feedly under the folder I choose. You can also use standard Google Search terms to limit the results like using the minus sign (-) in front of words to leave them out of the alerts or using the site: operator to limit your alerts to certain sites or using quotes to look for a specific group of words like “Indianapolis Zoo”.
There are a ton of other tools that I have used and continue to use, but I think the above tools will get you started with content curation. While these tools will save you time, they will still take time. And if you don’t have time to manage your social media profiles, to curate content, to interact with your followers and to push fresh content via social media, we at Root Digital Marketing are available to help you with that. Just give us a ring, an email, a DM, a message or a shout if you see us out and about and we’ll be glad to help you grow your business.