{"id":561,"date":"2020-10-03T15:55:00","date_gmt":"2020-10-03T15:55:00","guid":{"rendered":"http:\/\/sniplyio.wpengine.com\/?p=561"},"modified":"2021-08-30T16:51:50","modified_gmt":"2021-08-30T16:51:50","slug":"the-single-biggest-problem-with-content-curation","status":"publish","type":"post","link":"https:\/\/sniply.io\/blog\/the-single-biggest-problem-with-content-curation\/","title":{"rendered":"The Single Biggest Problem With Content Curation"},"content":{"rendered":"\n

A lot of people ask me how we came up with the idea for Sniply<\/a>. It all started with a simple observation as I was curating content. First, what is <\/em>content curation, and why is it important? For those unfamiliar, content curation is the act of sharing great content<\/a>, thus providing value for your fans and followers, and it has become an integral part of social media marketing. Without a content curation report however, it\u2019s tough for social media marketers to show ROI and justify its value internally. That\u2019s where content curation tools like Sniply come in.<\/p>\n\n\n\n

Content curation<\/strong> should be part of every social media plan. Many experts suggest that at least 50%<\/a> of everything you publish on social media should be content from others. Not to mention, content creation can be costly and therefore many companies start with content curation as their only social media strategy<\/a>. With the right tools and reports, better content curation is possible for any social media marketer.<\/p>\n\n\n\n

\"Content<\/figure><\/div>\n\n\n\n

Once upon a time, I was working on social media marketing at another startup. We, like everyone else, relied on content curation as one of our core strategies<\/a>. It took a lot of time everyday, going through heaps of content and struggling to find the right content to share<\/a>. At some point, I began to question whether content curation was worth my time. The scary thing was\u2026 I had no idea. I intrinsically felt like it was important work, yet I had no evidence or reasons to prove our social media content curation was actually working. This was when I realized the big problem with social content curation:<\/p>\n\n\n\n

Content curation offers no measurable return on investment without a report on results<\/h2>\n\n\n\n

As you\u2019re curating content, you may carefully select content that is most relevant to your brand<\/a>. Maybe you\u2019ll share an article reporting on an internet security problem, implying that your company offers the solution. Or perhaps you\u2019ll share a blog post about the importance of good design, hinting at the fact that your company is the right firm to hire for the job. The problem is\u2026 do your social media followers know that?<\/p>\n\n\n\n

We click through links all the time, opening them in new tabs, and often forgetting where we found the link in the first place. We read tons of articles per day amidst an ocean of online noise. What are the chances that your followers can actually see the correlation between your shared content and your brand?<\/p>\n\n\n\n

Even though there are plenty of tools out there to help you measure the engagement for your shared content, none of these measurements seem to offer a clear ROI for content curation<\/strong>. For example, Facebook Insights will tell you how many times your posts have been clicked. Content Snare<\/a> is useful to keep all your content in one place. Social dashboards like Buffer<\/a> and Hootsuite<\/a> will tell you how many times your links have been clicked. You\u2019ll also be able to track retweets, reposts, likes and favorites. The big question is\u2026 so what?<\/p>\n\n\n\n

\"Content<\/figure><\/div>\n\n\n\n

So what if you posted a link to TechCrunch and generated 1,000 visits to their website? So what if you got 5 retweets and 15 favorites? None of these numbers have any direct impact on your business. It\u2019s not easy to measure the value of <\/strong>curating content and<\/strong> driving traffic to other people\u2019s websites.<\/strong><\/p>\n\n\n\n

The general argument is that content sharing boosts your credibility and establishes your position as a credible source of information. This, in theory, leads to more social media followers and perhaps higher engagements. However, this doesn\u2019t change the fact that there\u2019s still no real measurable impact from any of the aforementioned outcomes. What is the impact of having 10,000 followers? What is the value of having 500 clicks on your posts?<\/p>\n\n\n\n

After failing to answer the above questions, I realized a simple fact\u2026<\/p>\n\n\n\n

Content curation reports are necessary to measure the return on investment of content curation<\/strong><\/h2>\n\n\n\n

This was the observation that sparked the birth of Sniply. How do we introduce relevance between shared content and your brand? How can we offer a measurable return on investment for every link you share? What can we do to transform content curation from an art form into exact science?<\/p>\n\n\n\n

The answer was simple. <\/strong>In order for curated content to have a measurable ROI, an action needs to take place, and the most directly measurable action is a click-through. Whether it\u2019s to your landing page, an Amazon page, or an Eventbrite page, there simply needs to be a click-through opportunity.<\/p>\n\n\n\n

\"Content<\/figure><\/div>\n\n\n\n

By using a simple iframe, Sniply lets you embed a call-to-action directly into <\/strong>curated <\/strong>content from others<\/strong>. This call-to-action links to a destination URL of your choosing. With every page you share with Sniply, there is a click-through opportunity. This means that every link you share will have a tangible conversion rate of click-throughs to your destination URL.<\/p>\n\n\n\n

Having recently breached 2,000,000 clicks<\/a> while sustaining an average conversion rate of 7%, it would seem that Sniply may have actually solved the biggest problem in content curation. Things are looking bright, but it\u2019s still too early to celebrate. I have a feeling we\u2019ve only scratched the surface of the impact we could have on the whole concept of content curation. As our journey continues, I\u2019ll be sure to keep everyone posted on the impact of what we\u2019ve built.<\/p>\n\n\n\n

If you want to better track the ROI of your content curation and find out why Sniply is consistently listed among the top content curation tools, check out all of Sniply\u2019s features<\/a> and sign up today<\/a>!
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A lot of people ask me how we came up with the idea for Sniply. It all started with a simple observation as I was curating content. First, what is content curation, and why is it important? For those unfamiliar, content curation is the act of sharing great content, thus providing value for your fans […]<\/p>\n","protected":false},"author":1,"featured_media":562,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[7,10],"tags":[],"class_list":["post-561","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured","category-growth-marketing"],"acf":[],"yoast_head":"\nThe Single Biggest Problem with Content Curation | Sniply Blog<\/title>\n<meta name=\"description\" content=\"Content curation is an important part of social media marketing, but showing its value can be tough. 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