A sample chapter from "A Brand Manager’s Guide To Content Marketing In Social Media: 20 Areas of Excellence To Ensure ROI"

1. CHAPTER 8:
Curate to Build Relationships
This is a sample. Click here to get the full 72-page PDF
including advice from 25 thought leaders!
Curating means sharing things you like with people that might
like them. In real life, we recommend all kinds of things to
friends, even though we don’t financially benefit from them.
But when it comes to business, suddenly we get all weird about
that- “Why should I send them to a website that’s not mine?”
Because social media requires relationships- more than the
simple salesperson-prospect one. We’re exchanging things
(content) we like, and the first thing we profit by is building a
relationship. As that relationship deepens into trust, the
chances that we’ll get their business increase. Relationships are
always an investment, and sharing content is an investment.
// Page 35

2. This is a sample. Click here to get the full 72-page PDF
Chapter 8 – Curate To Build Relationships
including advice from 25 thought leaders!
Creating and
curating content is
about cultivating
relationships.
Content marketing is not about the content,
but about connecting with
consumers/customers. Unlike traditional
advertising, content should be seen as a
means of going beyond awareness and it
cannot depend on budgets and repetition.
Creating and curating content is ultimately
about cultivating relationships. It sounds
fluffy, but when done well and consistently
over time, it can be meaningful. Content
marketing fails when you try to force feed
bad content to a world who simply doesn't
care. I'm speaking from experience here (in
failure), by the way.”
Esteban Contreras of Social Nerdia and
Sprinklr, author Social State
// Page 36

3. This is a sample. Click here to get the full 72-page PDF
Chapter 8 – Curate To Build Relationships
including advice from 25 thought leaders!
 Find out what other social media accounts your fans and
followers are interacting with. You can do this with
InfiniGraph.com. For example, Coca Cola fans also
interact with MTV, Katy Perry and Target.
 Isolate the set of those who are not your direct
competitors. Find highly-engaged-with content from
those brands. Post that content to your fans and
followers.
 Get ok with posting content that seems a bit off-topic. To
get engagement, sometimes you have to be less horse-
blindered into your normal niche and goals. For example,
according to InfiniGraph, Coca Cola fans would probably
be into a post from MTV that says “Everyone stop what
you're doing and watch Mike Tyson try to sing a
@JustinBieber song.”
// Page 37
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