social media how toWhat content are you sharing on Twitter?

Do you struggle to find interesting, relevant things to tweet about every day?

In this post, I’ll show you how to curate content your followers will love so you can build a loyal community on Twitter.

Why Curate?

Today most marketers understand the need to create informative and relevant content. But it’s equally important to curate informative and relevant content.

In addition to creating great content for your site, the links to the other people’s content that you share on Twitter also matter.

When you share good content on Twitter, the kind your audience loves, it’s easier to build a strong community. And sharing great content will also increase your credibility in your industry.


When you create and curate relevant content, people are more likely to retweet and share your stuff. Image: iStockPhoto

#1: Know Your Audience

So what content should you share on Twitter? Before you can determine what is the best content to share in your social updates, you need to dig deep and go inside your followers’ heads.

You’ll want to know your social media audience. What keeps your ideal follower up at night? What are his favorite blogs? What’s the first thing that pops into his head when he thinks of you?

If you’ve ever created a buyer persona for a marketing campaign, this is the same exercise.

interests intersection diagram

You want to find the intersection of what interests you and what interests your audience.

You can also ask your followers to find out what they want. You may find general open-ended questions—such as “What would you like me to tweet about?”—too broad to give you the information you need.

Instead, ask your followers a multiple-choice question such as, “Would you like me to tweet about a) social media marketing, b) mobile, c) productivity hacks, d) all of the above?”

You can use their answers as a starting point to plan the content you share and identify what your followers want from you.

Once you identify the content your audience is interested in, commit to this topic. Don’t dilute it.

For example, Social Media Examiner focuses on social media. So you’ll find articles about generating email leads using social media. But you won’t find content devoted to increasing email open rates or the perfect auto-responder series or other topics with no connection to social media.

Find out what topics interest your audience most and share content related to these topics on your social profiles.

#2: Tools to Help You Curate Content

Once you know your audience well, you’ll want to set up a good aggregation tool to find content worth tweeting about.

Here some of the popular news aggregators in the market today. Use the ones you like for your business to find the content you need to provide a valuable stream of daily tweets for your followers.

Feedly – Your News Delivered

Feedly is a tool to help you curate content. Feedly makes it easy for you to look for the articles most relevant for you to share.

One of the best aspects of Feedly is the variety of viewing interfaces available. You can format it to show articles in an email-type layout with headlines or arrange them as image cards or also choose a more traditional magazine layout.


Feedly is a great alternative to Google Reader and offers a variety of layouts to make RSS more enjoyable.

Regardless of the layout you choose, Feedly shows you new content from the blogs and news sources you subscribe to. And it offers a consistent presentation across devices, so you can tweet from your laptop, your tablet or your smartphone.

One of my favorite features is Feedly’s integration with multiple online tools such as Google+, Evernote, Buffer, Instapaper and more. This makes your content curation easier.

feedly share content

You can share and save your favorite articles to multiple social networks and web tools.

Fever – Find Out What’s Hot

Do you want to know how hot the story is that you shared? Fever is a content feed reader that ranks the stories in your feed with a temperature gauge. This allows you to measure how many links and shares a story has within your network.


Fever is a paid service that reads your feeds and picks out the most frequently talked about articles from a customizable time period.

This is a visual way to see how the content you share on Twitter resonates with your audience. It’s an easy way to be sure the content you share matters to your followers.

It is important to note that Fever comes with a one-time price of $30 and you need to host the files on your own server.

The setup is a bit technical, so you may want to ask your IT department to help you get started.

Prismatic – Discover New Content to Share

While RSS readers are great for keeping up with your favorite blogs, Prismatic helps you find new and interesting blogs.

prismatic curated content

Prismatic delivers socially curated content based on your interests to help you discover new blogs and content sources.

If you like to keep your content curation fresh and interesting, Prismatic does a great job of introducing new blogs and content sources you may never have come across otherwise .

Here’s how to get the most out of Prismatic.

Step 1: Sign up

Sign up for Prismatic using your Facebook, Google+ or Twitter login, or create a stand-alone account on Prismatic.

prismatic sign up

Sign up at

Step 2: Choose Your Interests

After you sign up, you can pick the different topics that you and your audience relate to. As you use the service, Prismatic will suggest new topics based on what you share and click.

prismatic interests

Find new content by choosing topics your community is interested in.

Step 3: Pick Your Favorite Publishers

You can also use Prismatic as an RSS reader. Under the Favorite Authors section, add your favorite blogs and publishers to Prismatic.

add favorite blogs

Add your favorite blogs so you won’t miss a thing.

Step 4: Share Your Curated Content

After you’re all set up, share the articles your audience is interested in reading.

prismatic share

It’s easy to share the content you like from Prismatic.

When you share content, remember to include the author’s Twitter handle, so you can introduce your followers to new and interesting people.

And be sure to include relevant hashtags, but don’t overdo it. Buddy Media reports that tweets with one or two hashtags receive higher engagement than those with three or more hashtags.

Prismatic has good sharing features and can help you share great content with your audience.

#3: Analyze and Repeat

One of the most important steps to curating amazing content is to measure the results.

Are there certain articles that get more clicks, retweets and favorites than others? Is a certain topic or interest driving more engagement with your followers?

You can use Buffer to analyze shares, but management tools like HootSuite, SproutSocial and TweetDeck can all provide good analytics on your tweets.

These tools help you analyze metrics such as the number of clicks, retweets, favorites and potential reach each individual tweet receives.

track your content

Track who retweets your content and the reach they have.

Use this data to see what really resonates with your audience and A/B test different headlines for your content. Here’s an example of results from two different tweets promoting the same content.

tweet with zero clicks

The first tweet received zero clicks.

tweet with 80 clicks

The second tweet had 80 clicks.

The example above shows how a simple product mention can help spread your content to a greater audience.

Be sure to measure the response to different headlines to see which one interests your audience most and learn from your results.

Share the Content Your Audience Loves

With the wealth of information that exists on the web, marketers have a harder time finding great content to share.

Use these tools and tips and you’ll not only discover content that you enjoy consuming, you’ll also find content that drives greater engagement with your Twitter following.

What do you think? Did I miss any great tools? What are your favorite tips to curate content? Share your thoughts in the comments below.

Images from iStockPhoto.
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  • TweepForce

    Great tips on same note we have also launched self service Twitter marketing tool ..have a look plz!

  • Nice article. I have you guys in my Feedly 😉 I also like Alltop for finding content for pages that I manage that I am not an expert in.

  • GFox

    I didn’t know Tweetdeck offers analytics now. I looked around but can’t seem to locate that info – where can I locate that data? I use Feedly and Buffer – thanks for the great info.

  • Feedly with Buffer is a great 1-2 punch and what I currently use. Best part is it works on your desktop, tablet and smartphone and they all sync together.

  • gabebevilacqua

    Good stuff: thoughtful, detailed, pragmatic article on an important topic. If you haven’t given @Rallyverse a look yet, we’d be happy to get you set up with a trial account.

  • Great article Steve. I like using Hootsuite and Buffer. Hootsuite is my favorite though. I love the idea of dominating your niche. Does anybody use SocialOomph?

  • Excellent tips! I always enjoy finding new feed readers. Currently I’m using Feedly and Netvibes. I’m a little self conscious, at times, of sharing too many links, so I do try to mix things up on Twitter with replies and RTs. I’ve found to be helpful, because I can read my followers’ content and then share the most interesting stuff.

  • Mario, Alltop is another great one. Hacker News is great for developers.

  • Thanks! I use a combination of Buffer and Hootsuite myself.

  • Agreed! I rotate between Feedly and Prismatic.

  • Interesting tool!

  • Agreed. I love those two tools.

  • Will do.

  • Jeff Pearson

    These are great tips Steve, thanks. I have been aware of curating content, but this gives me a good idea of how to get started on it.

  • Hi Steve! These are some really great tips – thanks for sharing! I’ve been obsessed with Feedly ever since I read about it here on Social Media Examiner and we use it here at EOFire all the time. Loved this post!

  • Kris White

    I use that same 1-2 punch, and I’d add a third to the mix—Pocket! I use their Chrome plugin to save interesting content and push later through Buffer. Both the Buffer and Pocket plugins are very useful. If you’re managing multiple accounts and don’t want to immediately Buffer an article, Pocket is a great “holding area”.

  • Nice suggestion. Haven’t checked out Pocket, but have heard great things about them.

  • Thanks John!

  • Nice! I feel it’s as important as creating content.

  • Sweet. is great too. I try to change it up and share links and fun facts.

  • Steve, great article. It’s easy to get carried away with simply trying to *create* great content, but strategic curation is so important. Thanks for this useful info, I am going to try out Feedly (I already have Buffer, and it sounds like Feedly + Buffer = Awesome).

  • Great article, Steve! Content curation is key, and you’ve captured some amazing ways of going about it. Thank you!

  • Nova Coffron

    This is a great, well organized article. I love the graphics and I think a lot of people can benefit from this content. I will be sharing!

  • Thank you Steve for these curation tips!
    I’m just now starting to learn what my audience truly wants and I just LOVE these tools you just mentioned!


  • Thanks Andres!

  • Thanks Kate!

  • Nova, thanks!

  • High-five Samantha!

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  • TweepForce

    Thanks Steve ! To get a quick view you can start from here

  • Susan Buffie

    Thanks for the great advice! As a slightly mystified Twitter
    newbie, I find this article extremely useful. I started using Twitter after
    enrolling in Public Relations and Marketing Management since social media is
    such a large part of that field. Prior to that, I’ll be honest, I didn’t really
    see much use for it on a personal level. Wow, has that opinion changed. Twitter
    is another great tool in the integrated efforts of reaching and interacting
    with your audience. Some people might think using Twitter is easy – just start
    tweeting. That might be ok if you are tweeting from a personal account for fun,
    but when you are tweeting for business, it requires strategy. Making the
    content relevant and framing it in a way that engages people takes effort. Of
    course, with any communications strategy, evaluation is a critical piece – is what
    we’re doing effective? You have provided great tips for both creating and
    evaluating. I will definitely be adding this to my “what to do”

  • Slick post Steve! This is a great guide! If only I had time to do all these things!!!

  • Shannon Callarman

    At Cubicle Ninjas, we use Buffer and Sprout Social. We love them both!! For a design agency, I have a list of curated content such as FastCo, DesignTaxi, and Creative Bloq that always have great articles to share.

  • Thanks Susan for your kind words.

  • Thanks Alex. Once you get used to the tools, it really doesn’t take much time.

  • Nice! Those are great resources that I follow as well.

  • Don’t use SocialOomph, but use Hootsuite + feedly religiously.

    I also use ContentDJ on a weekly basis. It currates articles based on topics, as opposed to feedly which is based on blogs or your own loose tags, so it’s good for discovering new bloggers and posts as well.

  • Agreed! What would we do without feedly?!

  • I love the Feedly / Buffer combo. Buffer is the best thing since sliced bread!

    My biggest challenge is finding stuff outside my community’s echo chamber. I don’t wanna just retweet the same stuff everyone else is retweeting.

  • I think I will try ContentDJ. Get heads up Alexandra.

  • What things other things are you interested in Kuratur? I would just tweet things that you are interested in and you will be alright.

    I tend to tweet about music, blogging, social media and Twitter yet at times I will tweet about life, drop a funny tweet and even tweet about movies.

    You got this Kuratur!

  • Thanks! Checked out your stuff. You are awesome 🙂

  • Thank you Kuratur.

  • Michael Wilson

    I think that knowing your audience is a very important first step because you should be able to know the audience for your product or service, because if you don’t, then your campaign won’t be very successful. I will definitely have to try out all of the tools that you mentioned. Just from reading them, it sounds like that they could become really useful!

  • Thanks Steve for the article!

    I agree that you must always analyze and report and know your audience when creating content. Here are a few things that i do when I create content.

    Brainstorm, brainstorm, brainstorm. This cannot be stressed enough. Use Creative Content Collaboration or Triple C for short. Contacting a business partner in your industry or even outside of your industry (which often creates better discussions) can create more vivid and complete content. This is good to do on a regular basis, that way you have material to use on a website or in a brochure that is fresh and attractive to consumers. Switching up the content every 6 months keeps your business charismatic and fresh.

    Thanks again,


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  • Awesome. Let me know how it goes 🙂

  • Meenakshi Sharma

    good article.

  • Kelvin Baines

    Thanks for your help.Much appreciated.Kelvin

  • tracysestili

    I think you can also simply look for hashtags that are relevant to your niche/industry to aggregate good content. Even better, if that content has already been shared by someone you can see if that content has gotten a lot of RTs or Favorites and that will give you an indication of whether or not it’s good content.

  • Nice article Steve! I will forward this to one of my client looking to increase her content marketing. Thanks.

  • @disqus_cmD7kLrvVg:disqus absolutely agree. Knowing your audience is a crucial first step. The tools just make your life easier. =)

  • You can add interests in Prismatic. For example, I have mobile, psychology, social media marketing, video marketing, etc as interests in my Prismatic profile. Primatic will then feature the popular posts within each interest in the home feed.

    You can also look at each interest feed to change up your tweets.

  • Well put!

  • Thanks!!!

  • You’re welcome, Kelvin.

  • Great tip!

  • You rock, Juntae!

  • Hansnewratio

    I like this.

  • Dan Shure

    Prismatic RULES! I’m not telling anyone outside of this post about it 😉

  • Great Post!! Nice tips to share on twitter to find great content!! Amazing stuff, very informative and insightful post!!

  • Arjun Shinde

    hahaha, nice strategies!
    Follow me-
    my twitter handle @Arjunshinde_