Content Marketing for Law Firms: Don’t Get Sucked Into Storify

The I Can’t Blog, But This App Can Daily is out!

Look familiar? Twitter is awash with that headline formula, which announces/flags (depending how you look at it) auto-generated posts posing as curated content.

One of the more credible “curation” platforms is Storify, which “lets you curate social networks to build social stories, bringing together media scattered across the Web into a coherent narrative.” Although Storify is more authentic than Paper.li, Summify and other curation platforms insofar as it requires the user to actively choose and arrange the content samples, like its app spam counterparts Storify has no compelling value proposition for content marketers. In fact, Storify could end up making you look like a social media dilettante. 

As Ramon Ray unironically commented yesterday on the Small Business Technology blog, “If you are looking for an easy to way to compile online content, but don’t have your own content to share, Storify can help.”

Seriously?

If you don’t have your own content to share, then you shouldn’t waste your time on social media.

 

So what’s the harm in using Storify?

  • It takes as much time to research and assemble a Storify “story” as it does to write a blog post.
  • If you make the time to caption each of the elements in your story, you might as well be creating multiple short posts on your own blog.
  • It’s even more difficult to develop a Storify following than it is to build traction for your own blog.

In contrast, Larry Bodine takes the right approach to curation with his “Best Practices in Lawyer Blogs” posts on the Martindale.com blog. He features a few  interesting/useful posts from other sites/authors, providing a précis and link for each.

For my part, every Wednesday and Friday I cull and present without comment or embellishment seven strong “how to” posts from various sources in my RSS feed, all under the heading “Endeavor to Be Useful.”

Are you trying your hand at content curation? What content marketing tactics are working/not working for you?

Social Media for Lawyers: Content Curation vs. App Spam

The social media marketing world currently is in the thrall of “content curation,” and justifiably so. When executed with a coherent vision, purpose and rigor, curation is demonstrably effective in helping content marketers achieve increased website/blog traffic, subject matter authority and followers (aka thought leadership).

One of the most widely cited working definitions of content marketing was coined by social marketing expert Rohit Bhargavan, who describes it as “the act of finding, grouping, organizing or sharing the best and most relevant content on a specific issue. The essence of curation, then, is the curator’s informed and discriminating point of view and active participation.

As with most endeavors that require extra personal attention and effort, there’s strong temptation to look for shortcuts –  that means you, Paper.li and SummifyIt’s worth noting that Twitter ranking/management clients like TwitCleaner classify tools that  auto-aggregate and auto-tweet your content feed  as “app spam.” Over-reliance on those tools can negatively impact your social media profile and rankings, and those items are less likely to be shared than ones you’ve clearly considered and bundled on your own.

However, there are other applications that help make the work of genuine curation more manageable. Four of the most promising content curation tools are:

Have you tried any of these tools? How are they working out for you?