Content curation

Content Curation: What is it and why it is vital to your social media strategy 

There’s no question that social media should play an essential role in every business’ marketing plan, including law firms. That being said, generating content for your social channels can feel overwhelming. How much should you share about your services? How often should you discuss your industry? Can you generate enough content to maintain an active account every day?  


Content Marketing Institute suggests 65 percent of your content should be original, 10 percent should be syndicated content, and 25 percent should be curated. Many businesses tend to focus on the original content, but content curation is just as important.


What is content curation?


Museum curators are tasked with commissioning artwork that suits the image and public profile of the institution. They scour the globe in search of exclusives. They won’t display just anything; there’s a very specific process involved in determining what’s exhibited and what’s not.  Content curation is essentially the same thing. Except here, you’re scouring the web.


Content curation is the process of pulling together various links from reputable media sources, photos, quotes, sharing your firm’s blog content weekly, and other information that’s relevant to your business (i.e. practice area(s)). Let’s say your firm specializes in tax law.  Your curated content could consist of official guidelines from the CRA, articles from the Financial Post, and retweets from other prominent firms (in both the U.S and Canada) in your field. Curating is all about creating a social media image for your firm and then further defining it through the information you share.


Why use content curation?


The rule of thirds is a popular social media approach.  It suggests that you share information about your business a third of the time, post content from other sources for an additional third, and dedicate the final third to showing your (or your firm’s) personality. Though it’s not necessary to fret about hitting these numbers exactly, it’s important to understand the reasoning behind the approach. Your followers will quickly tire of your account if you only post about your firm. Even if they’re interested in your services, they’ll crave some variation in content. Content curation helps you achieve this.


Additionally, content curation saves you time in the long run. Yes, it does take time to scan the web and compile a list of links, but it can take hours upon hours to script, shoot, and edit new content for your account. Curating your content also further solidifies your status as a thought leader in your practice area. With the right links and information, your followers will view your website and social accounts as a destination and are likely to return often. Curation can even connect you to other major players in your practice area and help expand your firm’s reach.



How to curate content correctly


First, you need to figure out what you’re searching for. Write down a few ideas about the types of content that will work best for your firm’s profile. What articles and photos are most appropriate? What accounts are trustworthy and relevant enough for retweets or reposts? It might help to maintain a list of sites or keywords that you’ll use each day.


Then, run through the following checklist for rich pieces of content:

  • Don’t share blindly.  A headline might grab your attention but be sure to read, watch, or listen to the full piece before you share it. There could be information within that article that doesn’t align with your firm’s values, there could be direct quotes from a partner at a competing law firm – and you don’t want to send mixed messages or bad information to your audience.
  • Consider the relevancy. Even if Hello! Canada runs an article about taxes, is this a source that will help you establish thought leadership? Or, will it discredit you?
  • Investigate the source. You’ll need to slide on your journalist hat. What website are you pulling articles from? Is it trustworthy or established (i.e. fake news!).
  • Add context. Don’t share the link without any annotation. Though you haven’t created the content, you still need to indicate how it fits into your value proposition. Give your thoughts on why your followers should read the article. You can even pull out quotes that will catch their attention.
  • Tag the source.  Tagging the source of your shares helps you establish a relationship with that publication or firm.
  • Keep it fresh. Try not to post articles from the same sites every day, or from months ago, and try to offer a few different perspectives on your chosen topics. Also, be mindful of the schedule of your posts. If you flood your followers’ timelines at one time, you’ll annoy them and eventually lose them.
  • Assess your results.  Either daily or weekly, revisit your posts and see what people are interacting with. What posts generated the most activity? Use those successful posts to guide your curation for the following week.


Content curation relieves many of the headaches of content creation while also further defining your firm’s personality and the authority in your practice area. If you want to make an impact on social media, curation is the key.


At Umbrella Legal Marketing, we are seasoned experts at setting up and managing properly optimized social media pages and this is just one of many services we offer. Our social media team curates content on a weekly basis for all of your social media channels with accuracy and dedication. If you would like to learn more about how we could assist you with your social media presence, please contact us  online  or at 416-356-4672.