Content Curation 101

Transcript for Content Curation 101

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[00:01] Hello there everyone. My name is Amanda from team Edgar and I just wanted to start off by welcoming you to today’s webinar. We have people coming in from all over the US and even all over the world it looks like. So if you want to say hi in the chat, feel free to do so. We’re just kind of letting people filter in right now. Before we go ahead and get started, I just first of all want to make sure that you guys can see me and that you can see my screen and hear my voice as well, because obviously that is important for the webinar today. Just to give you a little rundown of how this webinar is going to work, we’re going to go for about, probably about 40, 45 minutes in the actual webinar presentation. You guys can feel free to use the chat on the side of the screen as we go along.

[00:50] If you have questions as we go, Tom and Christina from our team are going to be in here to answer them. However, we are also going to have a section at the end of the webinar for a Q&A and just general discussion about what we’re talking about today. So if you do have any burning questions and you want to hang off until the end, that is totally fine as well. It looks like you guys can hear and see me. That is perfect. I’m just going to go ahead and start in then on these slides, which I will make full screen here for you. All right. So let’s just dive right in.

[01:27] Today’s webinar is all about content creation and curation, and you might be wondering what the difference is. We will talk about that. We’re also going to talk about just some different ways to curate content for your social media channels and just kind of defining what that is. So, to begin, like I said, we will do some definition. So what is the difference between content curation versus creation?

[01:52] The main difference really is that content creation just means creating and sharing and also promoting your own content on social media. This means from your website, your blog, other stuff that you’re sharing on different social media channels. Content curation on the other hand is slightly different in that it usually means that you’re sharing content that is created by other people. So this means content on other websites, other blogs that you find on other social media channels. That is usually the definition of content curation. However, I’m going to throw you a little curve ball here and just say that you can actually curate your own content. Basically what this means is that you don’t have to just be curating other people’s content, even though I did just say that on the last slide, that those definitions are usually separate. But the fact of the matter is you actually can curate your own content too. That is part of what we’re going to be talking about in today’s webinar, is how to curate both your own and other people’s content.

[03:08] If we look at the definition of curation and what it really means, content curation essentially just means that you’re pulling together for the means of presentation, something, whether it’s music or website content or anything that you are planning to present to other people. That really is just the definition of what we do on social media in general, is that we present content to people, to other people who follow us. So really you can curate more than just your own stuff, or more than just other people’s stuff. When we’re talking about curating content, whether it is your own or whether it’s someone else’s, we are usually talking about something called evergreen content.

[03:55] Now, evergreen content basically just means that it is content that is not time sensitive. So if we’re talking about definitions here, which sometimes they’re a little bit nebulous, but evergreen content usually is content that is going to be relevant whether you share it today, tomorrow, or a year from now. So it’s essentially content that doesn’t really have an expiration date. I do have some examples for you when we’re talking about evergreen stuff.

[04:20] A good example of an evergreen post would be this one from Twitter, from Darren Rowse who runs ProBlogger. This is basically just a link to a blog post about some steps you can take to transform your blogging. If you were to actually go to Twitter and click on this link, you would find that this post that he’s sharing is actually more than a year old. So this post was actually written in 2014, but he’s still sharing it on Twitter simply because it is evergreen. It’s still relevant whether you read it last year or whether you’re reading it today. So that’s really the definition of evergreen content, and just shows that you can definitely reshare stuff as long as it is evergreen.

[05:13] Another example, this is from our own Twitter account here at Edgar, and this is basically just a link to our blog, to our Edgar blog, and we just kind of throw it out there to remind people that we have a blog and that we keep it updated and that they might want to check it out. This is also evergreen because a blog is something … it’s not like we’re going to stop posting to our Edgar blog anytime soon. It’s a big part of our overall strategy as far as social media and marketing and just the fact that we want to provide people with really good information. So this is evergreen as well because again, it’s something that’s going to be relevant whether they see this today or a couple of months from now.

[05:56] When we’re talking about stuff that is not so evergreen, there are examples here too. For example, here is a Facebook post from our Edgar page that’s actually promoting a hangout. So just like this one, except this is one that we did a couple of weeks ago about getting more social media followers. Obviously this is not evergreen because that registration link is no longer live since we already did the hanging out. So this is something that’s not evergreen just because we couldn’t repeat this in a couple of weeks and have it still be relevant.

[06:28] Another example of a post that is not really evergreen. Here’s a tweet from Lonely Planet which is a publisher of travel guide books, and this is basically just kind of promoing a Twitter chat that they’re hosting, it’s actually today if you look at the photo. This is another example of something that’s not really evergreen because after today, this won’t really be relevant anymore because they’ve already hosted the chat. So just a couple of examples there for you. So from these examples you can kind of glean one thing, and that is that evergreen content is also content that you can share more than once. That’s another big part of the definition of what evergreen content is. Now, some of you might be asking, “Why would I want to share content more than once?” and that’s a valid question. For some people, they don’t really see the point in sharing stuff more than one time on social media. But, I want you to just think about this for a second. What happens if someone sees a post that you’ve already posted, whether it’s on Facebook or Twitter or wherever, and hint, I’m going to tell you the answer. Nothing happens most of the time, and that is simply because you see everything that you post on social media, but not everyone else does.

[07:49] For example, on Facebook right now, the average reach of a post is usually between like 6% and 7% of your total number of followers. So every time you post something on Facebook, you’re going to see it in your Facebook, on your timeline for your Facebook page, but the average follower of that page isn’t going to see every single thing that you post, because most people, they just see what comes up in their news feed. They don’t necessarily go to a Facebook page to see what’s going on. A few people do, but most people don’t.

[08:22] The same on Twitter, the lifespan of a tweet is very, very short. It’s less than half an hour. So once you share something on Twitter, within 25 minutes, essentially nobody’s going to see it anymore. So if you go to your Twitter profile, yes, you’ll be able to see all the tweets that you’ve posted. But most people don’t go to specific singular Twitter profiles to see what they’ve posted in the last week or so. They just see things that come up in their Twitter feed. So even though you know everything that you’ve posted, your audience doesn’t. So if you repeat something, within a certain amount of time, I’m not saying you should be tweeting the same thing like every 10 minutes because yes, then that would get annoying. But you can certainly repeat things on social, and that really is where evergreen content comes in.

[09:11] The last thing I want you to think about here when we’re talking about repeating content is that if a post gets a lot of engagement and shares the first time around, chances are the next time you share it, it’s still going to do really well. That again is the point of evergreen content because if you have something … like if we think back to that ProBlogger tweet about a blog post that is about tips for blogging, that’s something that … it probably got a lot of engagement the first time they shared it and he’s still sharing it a year later. So a year after that post was originally published, Darren is still sharing a link to that post, and it’s probably because it gets engagement, it gets clicks, and it gets shares every time that he shares it. It’s just kind of another argument, if you have stuff that does really well on social, it just kind of makes sense to share it again. I would say the majority of the time, the stuff that continues to do well on social is going to be that evergreen content. Let’s talk more about that.

[10:10] Let’s talk about your evergreen content and what that actually means. So, your evergreen content is essentially your existing content. That’s where it comes from. So for example, this is going to be blog posts that will never go stale. So like we just talked about stuff that is going to be relevant whether people see it now or a couple of months from now. This can also refer to things like podcasts or non-time sensitive webinars. So again, you might record an interview with someone on a podcast and that’s still going to be relevant a couple of months from now if you share it again, or non-time sensitive webinars, like some of these webinars that we do here at Edgar that are about kind of just general social media topics. If we were to take a recording of one of these and put it on its own page and then send people to that page from social media, that would still be relevant. It’s still evergreen because it’s not necessarily time sensitive. It’s not about a specific thing that’s happening right now. It’s just, it’s evergreen.

[11:13] Some other examples would be promotions to your opt-ins or sales pages or anything where you’re trying to sell people stuff. Even if you’re often changing this, like maybe right now you’re offering an ebook for people to get when they opt-in to your list, or like a specific download, even if the specific opt-ins change, the fact of the matter is you’re probably still going to be sending people to those opt-ins and to those sales pages no matter if it’s now or a couple of months from now. So that can also be considered evergreen content, your promos and your links to those pages that are always going to be around on your website.

[11:51] Lastly, evergreen content can also refer to links to your social media accounts. Just like with our tweet about trying to send people to the Edgar blog, your social media accounts are something that are also probably going to be around for quite a while. So on Facebook you might want to promote your Twitter account or your Instagram feed, or maybe you have a board on Pinterest that does really well, and vice versa. So on Twitter you might want to tell people to head over to Facebook because maybe you post different content there. So even links to social media can be considered evergreen. Now, the key to kind of, well, dealing with evergreen content is how you organize it. So a big thing that we believe in here at Edgar is that you don’t want to let that evergreen content go to waste. What do we mean by that? Is basically that normally when you’re doing social media in real time, you’re just writing updates as you need them. So you’re writing a Facebook post, you’re writing a tweet, you’re putting a photo on Instagram or whatever it is, and you post it and then it just, it’s gone. So even if it is evergreen, if it’s a link to a blog post that is really awesome and that you would want to share again, you still have to rewrite it next time that you want to share it. So, we like to just stress the fact that with your evergreen content, you don’t want to let it go to waste.

[13:17] For those of you who are already Edgar users, and I’m guessing that a lot of you here are, you already kind of know how Edgar helps out with this in the fact that you have an online library of content and things that you save to it never disappear. So that’s a great way to make sure that that evergreen content doesn’t go to waste. Another option, if you’re not using Edgar or a tool like Edgar, another way to do this would be to create a spreadsheet of your updates. So just keep track of what you’re sharing and what you might want to share again because it’s a lot easier to go in and grab something from a library or from a spreadsheet rather than trying to think back to, “When was the last time that I shared this and did it do well, or do I want to share it again?” So organizing your evergreen content is really, really important and it’s really the key to curating your social content. We also suggest to organize your content by category, and this is another thing that Edgar does, not necessarily for you, but allows you to do in that we encourage you to divide up your content by category, and this is just a way to break down all of that different kind of content that you’re curating and make it much easier to manage. So when you’re breaking it down into categories, you’re not just throwing everything into one spreadsheet or into one media library. It’s a little bit more organized. So in Edgar you can create as many categories as you want or as few as you want, just based on the type of content that you want to share. But organizing it by category, even if you’re doing it in a spreadsheet, you can totally do this too. Just have different columns for different types of content, and it just helps you again, keep track of what you’ve already shared and what you might want to share again.

[15:03] When we are talking about evergreen content so far, we’ve just talked about your content, but, like we said at the beginning, curation, it’s not just about your content. Yes, you can curate your own content, but you should also be focusing on what we call OPC, or other people’s content. So this is another huge part of your curation efforts when it comes to what you’re sharing on social media. You might be wondering, “Okay. What is other people’s content?” It’s kind of self explanatory there in the name, but for example, this can be links to other people’s blog posts or websites or, I don’t know, photography, whatever.

[15:44] It can also be quotes, inspirational quotes or quotes from famous people or quotes from your favorite books. It can be links to podcasts or webinars, kind of like we talked about with your own content. That’s the sort of stuff that would be evergreen as well, or even videos. Essentially, it’s just anything written or created by someone other than you and your team and published somewhere other than your website or blog. So if you have somebody submit like a guest post to your website, that’s not really other people’s content because it’s still coming from your site. So when we’re talking about OPC, we’re talking about everything that exists beyond your website and your business or social media pages. The next thing to talk about is some ways to curate other people’s content. I know that’s probably one of the biggest questions that we hear from people when we are talking about curation, is just, “Well, how do I find this stuff? How do I figure out what I can curate that’s not my own.” It’s definitely a valid question, so we’re going to try and help you out. So first of all, the easiest place to start is just to share stuff from sites that you already read and follow. That kind of makes sense, right?

[17:00] Here at Edgar, we’re constantly reading stuff about social media. We’re reading other blogs, other websites, we’re reading studies about social media, and even within our team, people with different interests and different roles are reading things that are just related to their jobs. So our customer service team is always reading help scouts blog about customer service, and our development team, they’re reading stuff about what they need to know for their jobs, but the thing is, we all have websites that we read regularly, whether it’s for our jobs or just for our own personal interests. So when you’re thinking about curating content from other sites, the best place to start is with sites that you already read and follow because they’re already there for you and you already know that you like that stuff.

[17:48] The next tip would be to share your favorite quotes, images, words of wisdom. We’ve all seen on Twitter and Facebook, there’ll be this really pretty image with a nice quote laid over top of it, this really inspirational, and those blow up on Facebook a lot. So, sharing things like quotes and photos and just things that you’ve come across or things that just resonate with you, that’s another good place to start. Another tip is to stalk your competitors in a totally non-creepy way of course. I don’t want you to show up outside their house and be throwing pebbles of their windows. It’s not the kind of stalking I’m talking about. Basically this kind of stalking, it’s just to figure out what is popular in your industry and network right now. So by keeping an eye on what your competitors are doing, and competitors can be other businesses that are similar to yours, but it can even be just like Facebook pages that are in your niche and that are similar to yours, or Twitter accounts that tend to share the same kind of content. Those can be considered the competitors that you want to be stalking, and to be able to find out what’s popular. If you’re asking, “Well, okay, that’s all well and good, but how do I actually find out what is popular in my industry and network?”

[19:11] Well, there are a couple different things that you can try. So first of all, I would tell you to try some hashtag searches on Twitter. So you just go into the search bar on Twitter and you can type in a hashtag. Obviously you want to be searching for stuff that’s relevant to your Twitter page and to your business or your company, whatever it is that you’re doing.

[19:32] At Edgar for example, we might want to search for hashtags about social media or content marketing, and that sort of thing, the sorts of things that we tend to tweet about, because then you can see what other people are tweeting about. A lot of times too, you’ll see maybe in one day a lot of people are sharing a similar link. So maybe everybody’s sharing a link to this new social media study or this new tool that just came out. So if you see a lot of people sharing something within a hashtag, then that’s often a really good sign that it’s …

[20:00] -and that’s often a really good sign that it’s worth curating for your own Twitter account. Also, sticking to Twitter, you can create and subscribe to Twitter lists. So a list on Twitter is just essentially a way to organize your Twitter feed by the people that you follow. So kind of like how we were talking about before, it’s important to organize your every growing content by category. You can actually sometimes organize the people that you’re following on social media as well.

[20:28] So for example, here are some Twitter lists that have been created by Social Media Examiner. If you go to a Twitter profile, usually if that person or brand or whatever has any lists on Twitter, they’re linked right next to Favorites up at the top of their profile. So you can you click on the lists, you can see which ones that they’ve created, which ones they’re subscribed to and also which ones people are members of, if they’re on any other lists.

[20:58] Now of course you can create lists for yourself and they don’t have to be public. We have some private ones at Edgar just for people that we follow, or people that we want to reach out to about Edgar. But you can also make public lists. You can see that Social Media Examiner here has quite a few public lists. And these are ones that you can actually follow. So if you just click on one of these, and here’s Darren Rowse again from ProBlogger who has a list called Bald Guys Rock.

[21:26] But so if you click on any of these lists, you’ll actually be given an option to subscribe. So if you come across a list that would be really, really relevant to you and your audience, like let’s say that you’re a photographer and you come across a great list of landscape photographers or something, you could subscribe to do it. And then that way you can click on that list, and see what people are tweeting about, about that subject.

[21:50] You can also it to find other people to follow, but that’s not really related to curation. But lists are just a really great way to organize stuff on Twitter and to find stuff that you want to share.

[22:02] Moving away from Twitter, so if we’re talking about Facebook now, the first tip as far as finding what’s popular, is just follow Facebook pages that you think are killing it on Facebook. So this means if there are pages out there that just seem to be getting tons of engagement and their posts are reaching a lot of people and a lot of people are sharing what they’re sharing, then that’s probably a page that’s killing it on Facebook, and one that you probably want to follow just to kind of get an idea of what they’re doing.

[22:33] And there’s an easy way that you can do this. So we also suggest that you use Pages to Watch on Facebook. And this is a tool … so if you go into your Facebook Insights, and you click on your Overview tab, and you scroll all the way down to the bottom, there’s this option to add Pages to Watch, if you don’t have any already. And this just kind of lets you … the description there says, compare the performance of your page and posts with similar pages on Facebook. So what this does … I mean it doesn’t give you a ton of information, but the information it gives you is actually quite useful. So it shows where your page ranks against all of the pages that you’re following. You can also see how many likes each page has. So obviously it’s kind of hard to compare. If you only have 5,000 followers and you’re following pages with 500,000 followers, it can be tough to compare those. But if you end up following some pages that are very similar to yours, both in size and in content, then it’s really easy to go through.

[23:35] You can see how many posts each page tends to publish in a week. And you can also see engagement. And I think the engagement one is actually the best column to look at because if you see a page that’s very similar to yours, let’s say it’s a similar size and it’s a similar topic, but you notice that they’re getting tons more engagement than you are, then that’s a sign that you should go over to that page and see what they’re doing.

[23:59] I’m not saying you want to copy everything that they’re doing, but maybe you can get an idea of the sorts of links that they’re curating from other sites, or the sorts of images that they’re sharing. And basically just to get an idea of what their followers are reacting to and are sharing and engaging with. So Pages to Watch is a great tool to use on Facebook to kind of find out what’s popular in your network.

[24:27] But some other tips for actually curating your content. So okay now you’ve actually figured out what is popular in your network and you kind of have an idea of the type of content you’re looking for. But we do have some more tips for when you’re actually curating that content and deciding what you want to add to your library or to that spreadsheet of content that you’re going to want to share again and again on social.

[24:50] So first of all, you need to keep your audience in mind. Of course this should be a given. When we’re talking about social media, it really is all about your fans and your followers and your audience. But it is worth repeating. And what I mean by this is by just sharing stuff that they’re actually going to care about. So on our Edgar accounts for example, we try and share stuff that we know people who follow us are interested in.

[25:14] So here’s an example of a tweet and this is actually a blog post we wrote about one of our users who has been getting 125 new Twitter followers every day. I mean that’s a pretty big number. It’s kind of impressive and it’s something that people are interested in. Another example, here’s a Facebook post about some tools we recommend for online businesses, because we at Edgar, we’re an online business and we know that a lot of our followers are as well. So this sort of content is in line with our audience and it’s also in line with our brand.

[25:50] Tip number two is, you need to find a balance when we’re curating content because we’ve been talking about how you can curate both your own content and other people’s content, but then when it comes to actually sharing that content on social media, you do have to decide how much of each you want to share. So whether you want to share more of your own stuff, or more of other people’s stuff. And what you decide on completely depends on your brand and your goals on social and what you find works for your audience.

[26:20] But just as an example, so this is my friend Jodi who is a food and travel blogger. And her Twitter feed is just completely, well not completely, but I’d say 95% curated from other sources. So she very rarely shares links to her own blog on her Twitter feed. She more likely shares just anything interesting that she find online, whether it is related to current events or news that’s happening right now, or if it’s just an interesting article that she read somewhere online.

[26:54] So her Twitter feed is mostly curating other people’s content. Our Edgar Twitter feed on the other hand, is more focused on Edgar because we are a newer brand and we’re still trying to kind of get the word out. We do share links to our own stuff and the OPC that we share is often kind of related to us. So we’ll share links to things people have written about Edgar, or we’ll retreat when somebody says something nice about us because that makes us feel good.

[27:24] So you just kind of have to decide what works best for your Twitter feed, for you Facebook page, as far as how much of each type of curated content you want to share. And you do have to just strike that balance on your. We can’t really tell you what is best, but you just have to kind of play around with it and find out.

[27:44] Tip number three is to focus on quality, which again, should kind of be a given just like when we were saying you should keep your audience in mind. But you also do want to focus on the quality of the content that you’re sharing. So obviously, you don’t want to share stuff that people are going to read and be like, “Why would you share this?” So a good rule of thumb, is just to kind of ask yourself, “Okay, if I clicked on this link from me, as representing my brand, would this be valuable to me? Would I read this and actually get something out of it, or is it just kind of like a throwaway and I’d just be sharing it in order to share something?”

[28:20] So when you’re curating stuff, again you want to keep in mind that you want to be curating as much evergreen content as you can. And for it to be evergreen, that means that it can’t just be throwaway content. So focus on the quality.

[28:35] Tip number four, is to add in your own voice when you’re sharing stuff. So this could be as simple as, if you have a very strong voice that you’re using for your brand … and at Edgar we do have kind of an established voice for Edgar, so we kind of Edgarify all of our Tweets and our Facebook posts and that sort of thing. And this can actually translate into when you’re sharing other people’s content as well. So instead of just sharing a link with the title of the post, you can actually add a little bit of commentary.

[29:07] Saying, “Wow, this is super interesting and I just learned something new about Twitter.” Or, whatever it is that you’re sharing, you can still add your own commentary into your Tweet or your Facebook post so that you’re still adding your own voice into your social content, even if it’s curated from someone else.

[29:26] The last tip, number five, is to pay attention to what works and what doesn’t. And what we mean by that is, what are people actually responding to and engaging with when you’re sharing it? I mean, easiest way to find this out is to use your Facebook Insights and your Twitter Analytics. These are both really, really great ways to find out what’s working and what you can maybe improve upon. So for example, if you go to Facebook, into your Insights, and you click on the Post tab and then Post Types, you’ll get this handy dandy, little chart I guess, graph that shows you how successful different types of posts are on your Facebook page.

[30:10] So this doesn’t break it down into individual ones, although you can do that elsewhere in your Insights. But this just shows you the type of posts that do really well on Facebook. So this page for example, obviously, images are doing the best on this Facebook page. Way, way better than let’s say, video or straight up statuses. So what does this tell you? Well, this tells you that this page is probably going to continue sharing lots of images.

[30:37] Now does this mean that they’re never ever going to share another video? No, of course not. It just means that in this particular instance, probably sharing photos and links, is going to work better. And this of course can change. We all kind of know Facebook is constantly changing their algorithm and giving priority to different types of content based on stuff that we don’t even know about. So it’s a good idea to check in on this sort of thing, at least every couple of weeks. I’d say at least once a month, probably would be good.

[31:09] Just to kind of make sure that the type of content you think is doing the best, is actually doing the best. And you can obviously see that based on reach and average engagement and things like that.

[31:20] On Twitter, there’s also something you can look at in your Insights. So if you go to your Analytics in Twitter, and you click on Tweets and then Top Tweets, this will actually show you the tweets that you’ve sent out recently that have done the best. So the ones that have gotten the most impressions, the most engagement and that sort of thing. You’ll see here, these are some of our Edgar tweets and it seems like our job openings right now, are getting the most clicks and the most impressions, which kind of makes sense for a business that’s hiring new people.

[31:54] But if you down the list, you’ll see there is a tweet about a webinar, so again that’s something that’s really valuable to our audience and something that they’re interested in. And if you down beyond that, there is a post about Facebook reach and basically being able to tell whether your reach is good or not. And that’s another one that has gotten a decent amount of engagements and impressions based on our fairly small audience. We don’t have a huge audience on Twitter, so this is actually pretty good.

[32:27] If you’re looking at the engagement rate and you’re like oh my gosh, 1% sounds horrible, an engagement rate on Twitter, it’s really tough to kind of base things off of that because I was mentioning before, the lifespan of a tweet is so short, so don’t worry about that so much. But you can use these … your Analytics to kind of find out which tweets are doing the best, and also just which type of content. So looking at this, I can tell that … basically stuff about social media and our job openings but we’ll kind of ignore that one for now.

[33:03] But basically just sharing stuff about social media, seems to work for us. And that makes sense because that’s kind of what we strive to do, but this just kind of validates that we are sharing the right type of stuff on Twitter that our audience is expecting and likes to engage with.

[33:20] So now, we are going to kind of shift gears a little bit and get somebody else’s insight on this. So we are going to talk with Tom, who is our kind of social media guru here at Edgar. So he’s in charge of our blog and a lot of our social content. And we’re going to talk to him about how he handles Edgar’s social account as far as curating content. So Tom, welcome. Are you with us?

[33:47] I am. I’m here. Can everybody hear me okay?

[33:50] Awesome. Well I can hear so that’s good. So yeah, we’re just going to talk to you a little bit about curating stuff as someone who’s actually in charge of social media for our brand. So our first question for you, is basically so how do you curate stuff for Edgar’s social accounts? How do you find it and organize it?

[34:14] Sure. Now, when it comes to … I want to say, when it comes to your own content first of all, the first thing that you want to be thinking about is categories like you had said. So for example, your own original content. You might include all of that in sort of one big catch-all sort of category, and that’s totally fine. That’s actually what we do for the Edgar blog right now.

[34:39] Now, a big part of that is because our blog is still relatively young. We’re a young brand. We just published our 30th blog post this week. So there isn’t necessarily a huge variety of post types, so we just keep them together. And we organize them into one category, that is just our blog posts. But say you want to make things a little more organized, or a little more segmented. Maybe you have a huge volume of evergreen content that you’re working with, you can also experiment with dividing up your content into different categories by type.

[35:10] So for example, you might have separate categories for things like, Tool Reviews, or for Tutorials and Guides, Videos and Podcasts, Infographics, things like that. Sort of like how you would tag your different types of posts in WordPress, you can have different categories based on type in your growing collection of social media updates. Because even if you don’t use Edgar right now, or if you’re going to show your updates more than once over time, you may as well save them some place so that they’re always available for you to use, like Amanda had suggested using a spreadsheet.

[35:43] Now this is really useful if you have a bigger library of content to work with because then you can more easily make sure that the different types of posts are being shared at different times, and that you’re getting an even spread and a nice variety of the different types of posts that you have in that back catalog. Something else that we do here at Edgar is we create separate categories for blog posts that we only want to promote for limited times. This is something I saw some of you guys talking about in the chat when you were talking about holiday-oriented posts right? So for example, say we promote a certain product only at specific times throughout the year, and we usually post blog posts that tackle subjects specific to that product and the solutions that it provides?

[36:29] So what we’ll do is write a series of updates promoting those posts and we’ll keep them in their own category away from our usual blog posts that we share on a regular basis. That way when the promotional period is over, we can just stop using the updates from that specific category. If you have posts or other content that are evergreen in the long-term, but they’re only relevant at certain times of the year, like promo posts, or they’re posts that you only want to share in the summertime, and not in the winter for example, keeping those social updates separate like this is a huge time saver.

[37:01] Because you can just take them in and out of your sharing routine throughout the year and then the rest of the year, they’re still save someplace, they’re just not getting posted. Now, when it comes to curating OPC, because we’ve been talking about-

[37:15] Yeah, I meant that’s-

[37:16] OPC a lot, and how we do that for Edgar’s social accounts. This is going to go back to some of the stuff that you were talking about, but now we’re going to look at it in a little bit more detail. So for example, there was a study that came out late last year all about the different reasons scientifically, that people actually share content online. And I’m actually going to pop that link in the chat right there if you want to check it out.

[37:41] But I’m going to sort of cut to the chase here, because there are three reasons in particular that you can read about in that study, that are really relevant and that you can keep in mind as you’re curating other people’s content for you social media. So first of all, you can share valuable information. Second, you want to define yourself to other people. And third, you want to grow and enrich your relationships with your followers or whoever you’re connecting with online.

[38:08] Now the odds are, just by virtue of being a professional in your industry, you do a lot reading about what you do. Like Amanda said, we read a ton of blog posts and guides and studies about social media marketing, but when you’re not sure if something is worth sharing with your audience, you can sort of fall back on these three factors as sort of a litmus test. And we’ll talk about each of them in more detail.

[38:31] So first of all, there’s that issue of providing valuable information. We read tons of content about what we do every week. You read tons of content about what you do every week. You probably read it every day, but instead of just sharing everything, our first consideration has to be whether or not something would be as interesting and valuable to our audience as it would be to us. Because honestly, a lot of the time it probably wouldn’t be.

[38:56] A blog post or a study that’s really relevant to what we do, might be one or two degrees removed from being really useful to our own readers. In cases like that, it might be more useful to take the lessons we’ve learned from something else, and put them in context that’s relevant to our readers. That’s something we do a lot whenever we come across an interesting study. We might break it down, take a closer look at the data so that we can explain what you can learn from it and why it matters. That’s something that we might turn into a blog post on our own website.

[39:27] the second that you want to think about when you’re sharing other people’s content, is that defining yourself to other people. Now, the OPC that you share kind of says a lot about you and it can do as much to define your business as your own content does, which is kind of weird but it’s true. It’s kind of like how when someone tells you who their favorite musician is, I know we have at least Naughty By Nature fan in the chatroom today, you can kind of start forming judgments about that person based on that information right?

[39:56] It tells you a little bit about their tastes. It tells you about what they like, whether or not you can identify with them. Now naturally, sharing-

[40:00] … whether or not you can identify with them. Naturally, sharing useful information can help establish you as an expert and as someone who pays attention to what’s going on in your field. Sharing useful information is great, but that’s not all there is to it, right? Think about things like the tone of what you’re sharing, the level of authority of what you’re sharing. Is it funny? Is it casual and accessible? Is it straightforward and serious? Is it inspirational? Is it written with experts in mind, or is it more for beginners? What you share is going to say a lot about you. Make sure that you’re curating other people’s content that doesn’t clash with your own brand identity because that’s what your followers appreciate.

[40:39] The third thing we’re going to talk about real quick is you just want to think about growing and enriching your relationships with the content that you share. This goes back to what Amanda said about adding your own voice. What’s the perspective on the thing that you are sharing? For example, do you even agree with the thing that you’re sharing, or not? Is it controversial? What’s your stance on it? Even better, what do your readers think? You can share a link and ask for your readers’ opinions and use the OPC that you share as a conversation starter on your own social media.

[41:12] Ultimately, with these things in mind, curating OPC doesn’t have to feel complicated. It’s not complicated. Once you get in the habit, you’ll know pretty quickly whether something is worth sharing with your followers. But, when you’re getting started, if you find that you’re often asking yourself whether or not you should share something, thinking of content in these terms might help you determine what sharing it would accomplish and how it might reflect on you.

[41:44] I think those are all great tips, Tom. I appreciate you giving us some insight into how you curate stuff for Edgar’s social accounts. For those of you who might be a little bit more interested in where you can find OPC, because obviously we’ve talked about that a lot today on this webinar, on just other people’s content, and we did give you some ideas of how you can find what’s happening in your industry and what’s popular right now. But if you want some other additional sources, we have a few here to tell you about.

[42:17] For inspirational quotes, for example, here at Edgar, we really You can basically search for quotes about pretty much any topic you can think of in there. You can also turn to Pinterest. I know that’s kind of a weird one, but you can often find boards that are just dedicated to quotes on Pinterest, so that might be another place that you want to try.

[42:44] Another thing you can consider is where you can find content from. As far as curating content from other people, there are tons of options out there, and this certainly is not like a comprehensive list in any way.

[43:05] Are you guys not able to see me anymore? Sorry, I just got this message.

[43:11] Here let me … go into here really quick. Okay. Sorry about that. Hopefully we’re back on track now.

[43:24] As far as the content goes, where you can find content, there’s a lot of options out there. Of course, if you have any other suggestions, we’d love to hear about in chat. Some examples would be things like Feedly. Feedly is essentially just an RSS feed reader almost. You can see all the new stuff that sites you’re interested in have published. There’s also some other options in here like Swayy and ContentGems. Topsy is good if you want to search for a specific content on Twitter. Also, we talked about Twitter lists before as well, so that is another option to use. Like I said, there are tons of options out there and what you use just depends on what works for you and where you like to find content. We would like to hear your suggestions.

[44:16] We are going to turn it over to you guys now for some discussion and also some questions. I know we did get some questions throughout the hangout. Obviously, if you have any more about anything that we talked about today in regards to content curation, now is the time to ask. Also, we want to know from you, do you have any creative ways of organizing or curating your Evergreen content? Also, what kind of sites you turn to find great OPC to share on your social channels?

[44:45] Feel free to head into the chat and tell us about it or ask us any questions that you have. Let’s see, I think we did have some questions from earlier, as well. One of them was from George who was asking, “How does curation work in a corporate context?”

[45:04] That’s a really good question, and I don’t know if maybe Tom sort of touched on it when he was talking about essentially focusing on making sure that any OPC you share is really in line with your brand and the sorts of information that you want to send out there. You definitely can still curate content, even if you are working in the context of a larger corporation. It might just be different types of content. It’s hard to say this is what you should do, but based on whatever your corporation is focused on, so what you’re selling or who your customer is, who your audience is. You can usually still find content online, whether it’s from blogs or maybe industry sites or news sites, that’s still relevant to whatever it is that your company or your corporation is about, or what they do. You don’t have to think super literally about the content you’re sharing either.

[46:04] Here at Edgar, it makes sense for us to share a lot of content that’s related to social media. But we also could … sometimes we’ll just share fun stuff like World Octopus Day happens once a year, and we might just share some fun facts about octopi because our mascot is an octopus. Is that super related to our social media tool? No, of course not, but it’s in line with our brand because it’s fun and weird and out there, which is kind of what our voice is, just really fun and playful. As far as your corporation, it just depends on the tone that you use in your social media.

[46:47] Some suggestions here for some other social … or for some other places to find OPC. Dave says, “I use to monitor keywords that relate to my brand and then insure the best content being mentioned on the web.” That’s another great one, Dave. Thanks for sharing that.

[47:05] Kelly says that, “Newsify is a good source as well.”

[47:10] Ashley says that, “Nicspire, N-I-C-S-P-I-R-E, is good for Instagram.” That is one I haven’t heard of so thanks for that suggestion.

[47:23] I see we have a couple of other questions coming in. A lot of these are just you guys talking to each other, which is great. Another suggestion from Molly is that she sets up Google News alerts for once a day, using specific keywords and hashtags and then she chooses the best news articles from that day to share on Twitter, and sometimes Facebook. That’s another good option. Google does offer some really good alerts, whether it’s from news or you just want to see when people are mentioning your own website or your own social accounts. That’s a good one.

[47:58] Bruce says, “In my non-profit, we have several projects that all require funding and request donations. What about content for multiple projects within one brand?” Because he’s saying Edgar’s just one brand, but what if you have different projects within one brand.

[48:18] I think then that is a case where you definitely want to make sure that you’re organizing all of your content into categories, like we were talking about with Edgar, or making sure that you have a really good strategy for how to manage that content. In your case, yes, you definitely want to make sure that you’re keeping all of that separate. You might want to have one category that’s just for project A, and one that’s for project B and project C; and they might all be different. They might be a case where you’re not curating so much outside content, but it’s more of your own. Still, keeping it organized is definitely, I think, the most important part when you’re talking about managing content for multiple projects within a brand.

[49:04] That’s something that we still do at Edgar. Tom was mentioning how we have lots and lots of different categories. Some of them are just like promotions that might only happen once or twice a year. Or we might have a new series that we’re launching. Or some announcements inside Edgar, and all of those will have their categories and their own sequence of social updates. I think that that’s really the best approach when you have multiple things going on within your brand and your social accounts.

[49:35] Another good content finding suggestion from Donald, it’s called Nuzzel. I love that name. I feel like Nuzzel and Edgar would get along really well. He says Nuzzel will give you updates about what your Twitter followers are sharing. That’s a really interesting one. That’s kind of cool. I haven’t heard of that one either.

[49:55] Somebody else says they use Flipboard a lot. Another good one. And Social Mention has also been mentioned as well. Social Mention.

[50:08] I mean these are all amazing suggestions. We do have a couple more minutes if you have any other questions for us about content curation or anything like that.

[50:22] Let’s see what else we have in here. It’s awesome to see how lively our chat has been. We definitely love to see that on our webinars, is people really getting involved.

[50:36] Couple questions coming in that are very Edgar specific, so I guess we can tackle those if you guys don’t have any other ones. Katie is asking if we have any plans for developing tagging on Facebook. It’s not something that’s in the pipeline right now for Edgar. You can obviously tag people on Twitter through Edgar, but tagging on Facebook isn’t something that Edgar can do currently.

[51:03] As far as adding other social accounts, the next one that we will be likely to add into Edgar would be Google Plus, which we hope to do, as long as it doesn’t die.

[51:19] Another question. One from Jody, who’s asking, “What are some good apps to create our own content?” That’s really good Jody, and I’m willing to bet that some other people in here would probably have some suggestions as well. For us at Edgar, we use things like Canva and Picmonkey to create images or where you want to put text on an image or something like that. Those ones are really useful. But, as far as like actually creating content otherwise, I’m not really sure that there are really great apps out there for that because a lot of it is just you need to write the content to go along with a blog post or anything like that.

[52:02] Let’s see. Ashley is asking, “I work for a college prep company in Jamaica. How do we keep content relevant to our audience?” That’s a good question. I think it all just depends on again, your audience. You need to know who your audience is and what exactly that they’re looking for when they’re coming to your social accounts.

[52:25] I think also you can definitely branch out a little bit, like the stuff that you post doesn’t necessarily have to be all about college prep. Right? You could be sharing stuff that’s just about college life or time management, or basically anything that you would teach in college prep. You might be able to find links on other websites that are about similar topics that you could share. Then that means that it would still be really relevant to your audience who’s interested in college prep but maybe it’s stuff about … I don’t know, the colleges with the best food in the U.S. or those like random things that come out on Mashable and other websites. Basically, anything that would be related to the college frame or that time of life for people. I think that’s stuff that you could certainly share with your audience.

[53:19] You don’t have to think … you don’t have to be tunnel-visioned with it. It doesn’t have to all be about college prep. You can also share stuff that would be related to that time in a teenager’s life, or their parents’ lives maybe.

[53:36] Let’s see. Molly is asking, “What about content creating and curating leading up to an event?” That’s another good one. That is another situation where making sure that you’re chunking your updates into different categories can be really helpful. Again, just to make sure that you’re staying really organized and keeping track of what you want to share and when. We definitely do that with Edgar as well.

[53:59] If I go back to this slide which we pulled up when Tom was talking. This is a look at some of the categories that we actually use inside of Edgar. You can see that some of these, there’s actually one category right here that’s for the content curation hangout. That’s just all the updates that we were creating to promote this hangout right now. We’re going to leave those in our Edgar library because we’ll probably do this hangout again in a couple of months, and we’ll be able to swap out the links in those updates and use them again.

[54:31] When you’re curating stuff up to a live event, definitely keeping organized is really important. But you can also think in terms of if you wanted to curate some other people’s content an event like this, about content curation, we might have gone out and Googled for other people’s blog posts about curating content. Or maybe creating your own images. Or anything that we would’ve mildly, kind of talked about in this hangout, would be stuff that you could curate and share leading up to it. Almost like giving a preview, like this is what we’re going to talk about, or this is what’s going to happen at this event. I guess that would be my suggestions there.

[55:17] Let’s see. Mary Beth says, “Hey. As a content manager, I manage different businesses’ social media outlets. Can you automate social media updates with different organizations or businesses with Buffer or Edgar?” You definitely can. If you decide to use a tool like Edgar. Obviously I’m going to talk about Edgar. Yeah, it is … I won’t say it’s a completely better way to do it than what you’re probably doing now, but it definitely can be useful because basically you can connect a bunch of different social accounts. This works for pretty much any social media management app out there, so like Buffer and Hootsuite allow you to connect a bunch of different social accounts. That might be two social accounts from one of your clients, and two from another. Then you can send content based on the accounts. Inside Edgar that works really well. You can even create different categories for each account, like instead of build your brand in our category list here, that might be Twitter posts for brand A, or Facebook posts for brand B. Then, you can organize your content that way.

[56:33] When you’re managing a lot of different accounts, I think having an automation tool at your disposal is probably going to save you a lot of time, is more or less what I would say there.

[56:47] I think we might have time for one more question, if any more come through. Otherwise, we’re going to go ahead and start wrapping things up. I see some people have already had to head out since we are kind of at the end of our hour here.

[57:00] I definitely appreciate everyone joining us today, and for sharing your insights into how you deal with content curation. Hopefully, you were able to take away a couple of tips as well that you can try and use for your own social accounts. For those of you who …

[57:20] Somebody’s asking how many total categories do we have at Edgar? That would be a question for Tom. Tom, do you know how many total categories we have?

[57:32] Yeah. I’m going to ballpark it and say that it’s somewhere in the neighborhood of a lot. But, we don’t keep them all on the schedule at the same time, just because so many of them are promotional or seasonal or whatever, like we talked about. At any given time we only have however many different categories on our regular schedule, and then we swap them in and out as need be.

[57:55] Yeah. I would agree with your number of a lot, though. I would say in total, we probably have at least two dozen that are in our library. Which again, that’s just because we get very specific with our categories. A lot of them only have a handful of posts in them because they’re either like promo specific or event specific, but we still keep them all in there so we can use them again.

[58:21] Yes, so those of you that asked me about a replay and all of that stuff. You will get an email with a replay of this webinar along with the slides, so if you want to have those to page through, you will be getting that in a couple of hours or by tomorrow morning at the latest.

[58:38] Also, if you guys are not using Edgar yet, I know a lot of you are, but for those of you who aren’t, we actually just launched this week a two week free trial for anybody who signs up. If you are curious about Edgar, especially after seeing some sneak peeks in this hangout of what Edgar can do, feel free to head over to and check it out. Doesn’t cost you anything for two weeks, so why not if you’re interested in a tool like this that really does help you organize your curated content, we definitely suggest that.

[59:10] Once again, thank you so much for joining us and taking some time out of your Thursday afternoon to listen to what we have to say. Have a great rest of your week and a fantastic weekend as well. Thank you so much everyone. Bye.