You’ve probably read that you should curate interesting content from others on social instead of having all your posts be about “me, me, me.”
Well, I’m not one to believe everything I hear online—especially since there are so many self-styled “content gurus” out there who don’t know what they’re talking about—so I tested this advice for a client:
For the first half of the month I did my usual M.O., which was to make sure that at least one of the company’s 4 daily Twitter posts was curated content from an industry magazine, website, etc.
For the second half of the month, my posts were only about the company’s content; however, I did like and retweet followers’ interesting content as I ran across it, as usual.
The results? In the second half of the month, where I did not curate content from others, I expected that engagement and followers would drop.
But no—when I did not curate content, everything went up: clicks, engagement, and followers.
While I’m happy to share content from others, spending tons of time every month seeking out this content because I was “supposed to” ended up being a waste of time for my client’s purposes.
A caveat: Maybe the standard advice applies to big consumer brands and not niche companies like the clients we work for. Or maybe this holds only for Twitter but not, say, LinkedIn or Facebook. Or maybe it works in August but not in March. Who knows?
Test Your Content Assumptions
The moral of the story is to test, test, test so you know what works and what doesn’t.
I live by the philosophy that rules are there to be broken, and only by experimenting can you know what’s best for you. I’ve tested the best time to send a marketing email for Copyblogger, and what happens when you slice unengaged email subscribers from your list for the Content Marketing Institute.
There are plenty of rockstar content ninjas who are happy to offer up their two cents on how things “should” be done by everyone. But you’re not everyone, so take the time to find out what works for you.
Not sure what content will work for your brand? We can help you with our content team training and content strategy services.