Currently, content is very relevant, so you must work on your email content curation strategy. In this way, you can offer the audience exactly what interests them. This can facilitate their work of finding information and, therefore, improve their user experience with your brand.
Consumers are increasingly interested in the content shared by brands and companies. Therefore, if they consider that they are not of value and that it does not provide what they are looking for, they simply ignore it. This is precisely what you have to avoid, because the idea is to capture their attention and retain them.
For this reason, it is essential that you know everything related to email content curation and how to apply it in your strategy. So you can reach your subscribers through quality information and of their interest through the use of email.
Collect relevant content and spread it with email content curation strategies
Email content curation or content curation by email is the process of filtering, grouping and selecting information. This comes from different sources, therefore, it is essential that you go through a procedure to extract what may be interesting to your audience.
This strategy that consists of analysis, tracking and collection, allows you to find information on a specific topic, sector or field. This is how you manage to detect relevant content and of interest to your users, saving you the trouble of having to look for it elsewhere.
Content curation can be done through email in two ways. The first is using your email as a source of information. This means, receiving emails to find content to share. Or you can send a curated newsletter that serves as a third-party content distribution channel.
Either of the two alternatives are compatible, but you must have a good organization and the support of some tools.
Content curation guarantees the relevance of the content
Knowing the advantages that you can obtain with email content curation will encourage you to apply this process in your email marketing strategy. So pay close attention to the following benefits that you will see below:
You detect information of interest in a certain area, as well as its preparation and dissemination through social networks, emails, blogs, among others.
- You can carry out a synthesis and summaries work.
- Filter the information that meets the needs of your target audience.
- You group content in the same place, thus facilitating access to information.
- You share the contents so that they reach the maximum diffusion.
- You get greater visibility of the brand or company in the search results.
- It gives you the possibility to always be updated with the latest news.
- You reinforce keyword strategies.
- It is an excellent strategy to increase your online communities.
- Generate more engagement and web traffic.
How to use email content curation in your strategy
Now is the time for you to learn some of the techniques you can implement to use email content curation in your strategy.
Therefore, you should know the sources of information that you can use through email to achieve this process, so take note:
1.- Search engine alerts by email
These are notices that search engines send to your email. This occurs when you index content that matches the search expression for which you created the alert.
In this way, you will not need to constantly go to Google to search for something to know if you find new results. To do this, you must determine your search expression, it can be your name, your brand name, a keyword related to your sector, among others.
Once you do this, you can rely on the following search engine alert tools:
- Google Alerts: you need to create this type of alert to be up to date with this popular search engine. In addition, it also works in the case of social networks.
- TalkWalker: it is an excellent analysis and monitoring platform that is also very useful for RR.SS.
2.- Follow-up of social networks by email
Social networks play a very important role today and their objective is that you stay on their pages watching content and advertisements.
However, this can cause you to become saturated with information, and that is when you should use tools that filter and select the most relevant according to your criteria.
But first you have to adjust the search parameters, although they usually make a good selection. Here are some tools to track a search expression on social media by email:
- Paper.li: this site allows you to automate publications, as well as to receive by email the featured article of each payment journal you have selected. These give you the ability to subscribe via email to use as sources.
- Refind: daily you can find content by hashtags, websites and users you follow. In addition, it sends you the highlights to your email at the time you want, it offers you more personalized information.
- Social Buzz: this is a search results aggregator on social networks with email alerts that saves you a lot of time.
3.- Twitter content curation by email
Twitter can also work as a search engine, and you can use Twilert as an alert tool, you just have to know that it is paid. This works in a similar way to those offered by Google, since it has a historical file included.
Now, if you don’t want to invest, you have the IFTTT option with which you can send yourself a daily search summary. Two other alternatives that can help you in this process are Daily140 and Nuzzel.
The first one sends you your favorites by email and users follow the accounts of your interest. While the second gives you the possibility to send a newsletter.
Also, subscribe to the newsletters of other users and receive a digest of what your contacts have shared the most. This is precisely the main functionality of Nuzzel.
4.- Follow-up of the press by email
Although it is not as common as the previous ones, the media also offers email subscriptions. It all depends on the information you want to find if it is current, it will surely be a great option.
If you don’t want to read all the news and have it from the same medium, you have several options. These can help you in your content curation strategy:
- EuropaPress: publishes the covers of the Spanish press daily, you can see them on their social networks, but you are probably interested in subscribing by mail.
- Kloshletter: is responsible for sending you the most important information of the day, a manual and well-written selection for you to use as a source.
- NextMedia: in the case of Lavinia, through this tool they can send you thematic newsletters that collect the most relevant news from a specific sector.
- You also have other options such as SmartBrief, which collects various media in one shipment. In addition, NextDraft is also interesting, which works with manual and personal selection or Letterlist, in this case it focuses on a specific theme.
Tips for not saturating your email with information
It is true that you need to have enough information to be able to work with content curation by email, but you should not saturate yourself either. If you want to have a really effective strategy then you will be interested in knowing some tips that will help you in this process.
You have to avoid content duplication, so you will have to apply email content curation. How can you do it? Simple: do not have email alerts that are already in your Hootsuite column, nor do you subscribe to newsletters from a company that you follow on a social network where they share the same information.
Take advantage of your email manager’s own filters with which you can tag messages. In this way, you will have a library in which you always have information.
You can also highlight them, mark them as read or file them directly so that you don’t have them all in your inbox.
It works in conjunction with social networks, that is, if you already follow a certain blog on Facebook, you do not need to sign up for their newsletter. And the simplest thing, when you have already read an email, determine if it has valuable content to share and if not, delete it.
Send all the information to your clients in an email
You already know what email content curation is, the benefits it offers you and how you can apply it with the different tools. Now you must get down to work to create your strategy based on the information previously exposed.
This process will save you a lot of research work, and you will save it for users who are interested in that content. The idea is that you can offer your subscribers the information they were waiting to receive and with this content curation technique you can achieve it.