You probably understand the importance of content creation - it’s value for your members, a way to engage your members, a way to position your association as a thought leader within the industry, etc.
But creating content is difficult, from a time and resources perspective alone.
Good news though - At ASAE’s Marketing, Membership & Communications Conference a few weeks ago, there was one topic that seemed to pop up over and over and over again, and that was content curation.
If you’ve ever thought about content curation, but weren’t really sure why you should do and/or how to do it, this post is for you. Here’s everything you need to know about content curation for small-staff associations:
Why you should curate content…
- It’s a way to create content even if you’re pressed for time/resources - Like we mentioned earlier, content creation is valuable for many reasons - it positions you as a thought leader, engages your members, etc. But again, it’s time consuming. Content curation, on the other hand, is a way to reap similar benefits, without having to spend so much time researching and writing. (Note: Content curation should be more than just compiling/aggregating articles. Feel free to add your own comments, key takeaways, synopses, etc.)
- “Cutting through the noise” is value for your members - With so much content out there, your members experience information overload on a daily basis. By cutting through that noise for them and pulling what’s most important, you’re providing them with value. Think of it as an added benefit!
How to curate content…
- Set up an RSS feed - In order to find valuable content to share with your members, you’ll need to utilize a few tools. First, we recommend setting up an RSS feed (or multiple feeds depending on your organizational preference). These are basically subscriptions to websites/blogs, so when a new article or post is published, you’ll be notified immediately - without you actually having to check the site. This is an easy way to ensure you don’t miss anything (of importance, that is).
- Follow industry-leaders on Twitter - If you’re already aware of people/companies that post valuable industry-related content, go ahead and follow those folks on Twitter. Usually, whenever they have a new post live, they’ll share it on social media. And not only that, but they often share other industry leaders’ content, giving you an easy way to find even more valuable content to share.
- Search Twitter using industry-related hashtags - Now let’s say you don’t really know who the leaders in your industry are. That’s ok! Start running a few hashtag searches on Twitter. For example, the primary hashtag for the association space is #assnchat. Run a search for that and you’ll discover tons of great content from all sorts of companies/organizations/industry leaders.
Where to put that curated content...
- In your organization’s newsletter - Once you’ve curated content, where should you put it? Well first, try your organization’s newsletter. Remember, you’re cutting through the noise for your members, so this is an email they’ll probably want to receive.
- On your website/blog - Another good place to put that curated content: on your website and/or blog! This could be under a “Recent News” tab on your website or as a weekly post on your blog. This keeps your site fresh. And bonus: If you do create a blog post out of that curated content, we bet the people/companies you mention will share it on social media (meaning extra traffic to your site!).
- On your various social media sites - At the end of the day, content curation doesn’t have to be long. In fact, it could be as simple as sharing valuable, industry-related content on social media. Now we recommend taking it a step further by turning that content into a blog post or including it in your organization’s newsletter, but sharing it on social media is still a good start. Plus, it’s a great way to build relationships with companies and industry leaders.
Want more tips for engaging your members - through content and other means? Check out our free guide, Membership Engagement for Small-Staff Associations, below!