Content curation is an effective strategy to grow awareness, engagement and authority. As important, but less known, is the fact that curation enables you to share more of your own content.
As you grow the total volume of your social posts through third-party content, you can proportionally increase the number of your own posts.
The more you share your blogposts, the more valuable they become by bringing new traffic to your website.
The My content menu includes all of your blogposts and provides tools to maximize the performance of your in-house content.
There are a few standards for mixing in-house with promotional and third-party content. In inboundli, we chose a variation of the 4-1-1 rule.
Here’s a short description of the rule from Content Marketing Institute:
For every six pieces of content shared via social media (think Twitter for example):
- Four should be pieces of content from your influencer target that are also relevant to your audience. This means that 67 percent of the time you are sharing content that is not yours, and calling attention to content from your influencer group.
- One piece should be original, educational content that you have created.
- One piece should be sales-related — like a coupon, product notice, press release, or some other piece of content that no one will likely pay attention to.
While the numbers don’t have to be exact, it’s the philosophy that makes this work.
Once you share 5 posts that aren’t linked to your blog, inboundli will indicate this and suggest to share one of your own blogposts.
A new article needs to be consistently reshared to realize its full potential.
The My content stream shows your articles chronologically, so the newest articles can be found at the top.
Once you located an article, click Share to open the sharing pop-up.
For in-house posts the option to schedule a Recurring post is enabled by default. This is because it makes sense to share your content as long as possible.
When scheduling a post, select the first date to share the article, the time to share (it’s best to use a custom time), the number of times to repeat the sharing and the number of days to wait between posts.
You could stop here and schedule the post, or you could create a more sophisticated sharing pattern. To continue editing the schedule, click on Add repeats. This will append a new row where you can customize repetitions and times to wait between posts.
In the image above, the article will first be shared on July 17 at 5:18 PM. 7 days later it will be shared again on July 24. This will complete the first row since there are only 2 repetitions in it.
The platform will wait for 7 days after the first row has completed and the second row will begin, sharing the post on July 31. It will then be shared again 30 days later on August 30 and complete the second row by sharing in another 30 days on September 29.
The platform will wait 30 days and start the third row by sharing the article on October 29 and one final time after 60 days on December 28.
With the process described above you scheduled content for 3 months with just a few clicks.
Read more about how to create an effective sharing pattern.
Your organization is likely to have a lot of evergreen content which can be shared over and over for at least a year.
This means that old content can continue bringing value and traffic to your website.
You can use the search and sorting features in My content to find evergreen content.
Here are the best filters to use for this purpose:
When you share an old post there’s usually no need to create an advanced sharing pattern. Simply set up the post to be shared every 30 days on Twitter (12 shares in total) and every 90 days on LinkedIn and Facebook (4 shares in total).