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[Infographic] Finding the Balance Between Curation and Creation

[Infographic] Finding the Balance Between Curation and Creation

Self-promotion is a delicate act. Social media is all about conversations and genuine relationships. Promoting your own brand could make you appear self-absorbed, yet if you don’t promote yourself, then who will? If you always only push your own brand, your followers may drop away like flies. If you only curate content and drive traffic to other people’s content, then where do you get your return on investment for resources spent on social?

Finding the balance between curation and creation is a difficult challenge, but in order to harness the business potential of social, figuring out this balance is a necessity.

Here are some statistics to consider

  • Posting links to 3rd party sites generates 33% more clicks than posts linked to owned sites
  • Posting links to owned websites generates a 54% higher click-to-conversion rate than posts that link to 3rd party websites
  • Curators who link to 3rd party sites 75% or more of the time on average get 47.8% more clicks per post, 0.2% more click-to-conversion rate, and 0.10 conversions per post
  • Self promoters who link to their own content 50% or more of the time on average get 17 clicks per post, 2.4% click-to-conversion rate, and 0.41 conversions per post on average

The goal is to find a balance between both by linking to 3rd party sites 50-75% of the time, which on average will yield 38.4 clicks per post, 2.5% click-to-conversion rate, and 0.95 conversions per post.

Not only does a combination of content creation and curation lead to building strong relationships with the right people, but it makes your content a lot more useful, and generates a much higher click-rate.

By curating different kinds of content, you increase engagement rates even more. Try linking to videos, podcasts and infographics.

There are lots of different kinds of retargeting campaigns that exist to help creative curation strategies, leading to increased clicks and conversations.

venngageThis infographic template was created with the infographic maker Venngage


How to use to create retargeted campaigns for your audience

How to use to create retargeted campaigns for your audience

Most offices buy coffee on three-year contracts, which means cold emailing and cold calling has limited upsides if you’re a coffee company scouting out potential new clients. By definition, 35/36 of the people you get in touch with won’t be looking to (or able to) change coffee suppliers in any given month.

So one of our biggest challenges at Honest Coffees is to insert ourselves into both the mind-set and purchase intervention point when office managers are buying coffee. A clever combination of and helps us get in front of our target market every week in a non-spammy way while still reinforcing our coffee’s super deliciousness. So when office managers (our typical customer persona) are looking for a new coffee supplier, they’ll naturally think of us. It’s a long game but hopefully on that will pay off.

How to create long-term relationships with while reinforcing your branding with

The tools you’ll need

  • A subscription to ($25/mo to start)
  • Access to lots of great content that’s interesting and relevant to your target customers

What we’ve done

Using, we’ve built a hand-curated newsletter full of content that’s interesting and relevant to our specific target customer personas: office managers and PAs. It’s called Honest Office and comes out once a week. We’ve found Thursdays around 10am is a good time.

Each newsletter contains six articles and a comic strip. We’ve layered on top of each of those articles, so our branding message is reinforced with every click.

The newsletter itself isn’t really branded, and it’s not spammy at all

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But each time a reader clicks on a link, she sees our messaging at the bottom of the article.

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We use mostly evergreen content, which means we can pull down 60 articles at a time, convert them into’s, and load up for weeks to come. Once the newsletters are loaded up, you just set the publish dates and can forget about it if you’d like. We did around ten issues worth — from finding articles to converting them to priming the publishing system in around four hours.

How’s it worked out so far?

We just published issue number seven and have seen consistently good email open and click rates. We’ve had the best luck with clickbait articles, (7 things you should never do at work, etc), but you’ll need to experiment with your readers to see what works best for you.

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Those numbers are pretty consistent, and we average around 1.2 clicks per subscriber per month at the minute. A newsletter with 2,000 subscribers would cost you $39/mo, which means each retargeting ad (which is basically what is), costs you $0.016 each.

Plus: when people do click through to the articles, we’ve got our message in front of them for a long time:

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Not bad for a few hours work!