By curating articles, videos, charts and statistics like this, FHI 360 kindly does the weeding busywork for its followers and presents them with relevant, valuable content.
With small nonprofits where the employees are already stretched thin, web presence can get pushed aside because of how time-consuming it can be. By curating material from around the web, FHI 360 connects with its supporters and beefs up their feed with great external content.
A Hybrid Approach to Content Curation and Creation
More often than not, your brand will be using a blend of both strategies. Whether the “perfect” ratio is 10/90 or 50/50 is up to you.
To determine what this might look like for your brand, you won’t have to look any further than your audience analysis, your budget and your team. Start with what’s realistic: How many hours per week can your people spend on creating content and curating content, period?
Next, what’s strategic for your brand? What does your audience want to hear, and how can you say it in a unique way? What are your competitors doing, and where are the content gaps they’ve missed that you can fill? For example, if you’re in the athletic-clothing industry, perhaps your competitors haven’t created a documentary series about athletes with disabilities, or curated fan Vines in a weekly email.
Finally, streamline your system to accommodate your creation and curation processes. Incorporate time each day into your schedule for reviewing, reading and watching material to find content that aligns with your brand story (keep track of everything with a tool like Pocket or Pinterest), and could be easily distributed across your brand’s various channels.
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Do you have any other stellar ideas or examples of great curation and creation? Or, any tips on how to use these two practices well? I’d love to hear about them in the comments below!
By Joanna Rutter