In the realm of content marketing, there's often a focus on creating original content.
However, it's equally important to curate and share third-party content to provide a diverse perspective and offer valuable insights to your audience.
Sharing a mix of original and third-party content can significantly boost audience engagement and conversion rates.
UpContent’s Scott Rogerson and Sniply’s Vadim Fintinari joined Zoomsphere’s most recent webinar, “Services that Build Successful Marketing Agencies,” to discuss content solutions for social media agencies.
This article summarizes what was presented, including the importance of third-party content and how Sniply and UpContent work together to maximize the potential of utilizing curated content in your social media strategy.
4 Reasons Why You Should Share Third-Party Content
In today's digital landscape, where information is constantly flowing, and audiences are becoming increasingly discerning, the role of sharing third-party content takes on significant importance.
Sharing content from reputable sources helps build trust and credibility with your audience. It shows you're well-informed and can provide a well-rounded view of your industry. Here are four reasons why you should be using curated content in your social media strategy!
1. Diversifying Your Content Mix for Audience Engagement:
Sharing a mix of original and third-party content provides your audience with a broader spectrum of information.
While original content is valuable, it's essential to remember that your audience's interests are multifaceted.
By curating external content that resonates with your audience, you can keep them engaged and informed on a broader range of topics without sacrificing the quality of content you create.
2. Establishing Credibility and Expertise
When you share content from reputable sources or industry experts, you indirectly align your brand with their authority.
It demonstrates that you're staying informed about the latest developments in your field and that you're not just self-promotional, and this association can significantly boost your brand's credibility and position you as an industry leader.
3. Enhancing Engagement and Conversions
Audiences tend to be more engaged when exposed to a mix of content, including third-party articles, in your marketing efforts.
At UpContent, our customers usually see around 75% time savings and 50% increased engagement when implementing curated content into their content strategies.
4. Providing a Fuller Perspective And Adapting To The Ease Of Content Creation
Your audience doesn't just want to hear about your products or services; they want a broader understanding of industry trends, challenges, and solutions.
Sharing external content helps you deliver a well-rounded perspective, ensuring your audience gets the complete picture.
Creating original content is more accessible than ever. However, this ease of content creation has made it critical for brands to differentiate themselves.
Sharing external content complements your original work and allows you to focus on creating unique and valuable content while also ensuring that your audience receives a variety of relevant information.
Sharing third-party content isn't just about filling gaps in your content calendar; it's about providing a richer, more diverse experience for your audience, establishing your brand as a credible source, and driving higher engagement and conversions. It's a strategic move that aligns with the evolving expectations of today's informed and discerning digital consumers.
How To Find Curated Content
Sniply and UpContent are powerful tools that can help you effectively manage and promote third-party content in your content marketing strategy. Here’s a brief overview of how they can help you find and use curated content effectively.
UpContent
UpContent's AI-powered curation solution tailors content to your organization's unique needs, helping you discover, collaborate, and distribute third-party content that turns leads into loyal customers.
Here are just a few ways that UpContent can help you find the next best article for you to share!
Diverse Content Sources
UpContent indexes over 270,000 publications, allowing you to access a wide range of high-quality content. You can specify preferred publications or exclude specific sources to tailor your content curation.
And if you find something outside of UpContent? You can add that publication to your UpContent Collections to make it easy for your team to read and share.
AI-Powered Recommendations
UpContent’s “Smart Sort” uses AI to recommend the best new article for your team to share based on what your audience has already engaged with.
Based on clicks and user engagement, our AI will sort the articles that match your queries in the order most likely to perform the best with your target audience, saving you time and effort in content discovery.
Compliance
If you work in compliance-sensitive industries like finance or healthcare, UpContent offers compliance features to ensure all curated content aligns with your regulatory requirements.
Our unique integration with Proofpoint lets you build your compliance requirements as a sort of “filter” that automatically scans each article UpContent discovery matching your queries, so the content you see in your Collections is ready to go, compliant and all.
Integration-Friendly
Speaking of integrations, UpContent seamlessly integrates with other tools, including Hootsuite, HubSpot, RSS feeds, Zapier, and various distribution platforms, making it easy to incorporate curated content into your existing marketing stack.
Sniply
Sniply is a versatile platform that allows you to manage all of the links you or your brand is sharing efficiently.
CTA Integration
You can easily add CTAs to any article you want to share, whether it's an image, a button, or a form. These CTAs help you collect valuable data from your audience and drive conversions.
Link Shortening
Sniply also serves as a link shortener, making your links clean and easy to share.
Analytics
The platform provides detailed analytics, giving insights into link performance, including click-through rates, device data, and geographic information.
Form Submissions
You can collect data through forms embedded in your shared content, making it easier to gather leads and prospects.
Maximizing the Potential of Sniply and UpContent
So, how exactly do Sniply and UpContent work together?
When you share an article from UpContent, you can automatically apply a custom CTA banner that will show whenever someone clicks on that article, giving them an easy way to click to a landing page of your choice.
So, using a banner CTA is six times more likely to get them back to your site than a display ad on Google.
Next Steps To Leveraging Sniply and UpContent
By curating and sharing valuable third-party content with strategically placed CTAs, you can engage your audience, build credibility, and drive conversions effectively.
These tools streamline the process, making it easier for marketing professionals to provide their audience with the information they need while achieving their business goals.
If you’re interested in learning more about how UpContent works and how you can use it in your current marketing strategy, watch a five-minute demo now or check out some of our other articles to help you get started!
