How to Curate Your Social Content With Reddit

Are you looking for new content to share to your fans and followers?

Have you considered Reddit as a source for valuable content?

Using Reddit will reveal unique and interesting content that helps you stand out from the crowd.

In this post you’ll discover how to use Reddit for content curation and inspiration.

#1: Find Subreddits in Your Niche

Many marketers already know Reddit is useful for discovering content, but browsing its individual communities, called subreddits, can be time-consuming. Fortunately, you can make that task easier if you create a multireddit, which is a custom dashboard of content around a particular topic.

First, you need to find subreddits you want to include in your multireddit, and compile a master list of subreddit names, organized by topic.

Discover Relevant Subreddits

There are thousands of active subreddits, so it’s important to find those that share the best content in your niche. Here are some easy ways to search for relevant subreddits:

The subreddit search box lets you search for all subreddits related to a keyword (for example, fitness).

Search for your keyword in all subreddits.

Use the Reddit site search to find site-wide mentions of your keyword, plus a list of subreddits where the term appears most frequently.

Search the entire Reddit site for your keyword.

You can use advanced search operators to focus your search.

Use advanced search operators to narrow your search.

You can also combine advanced operators. For example, I did a search for posts with “paleo” in the title on the r/xxfitness subreddit. I then sorted the results by New to see the most recent posts.

Combine advanced search operators.

To perform granular searches, use the Boolean operators AND, OR and NOT (or the minus symbol). You can also group keywords with parentheses.

Along with search features on Reddit, you can use metareddit to find subreddits. This third-party directory allows you to filter results by number of subscribers and last post, as in the example here.

Use metareddit to search for your keyword.

The results are displayed in a word cloud, where the size of the words correlates to the number of subscribers.

Make a List of Subreddits

To keep track of the subreddits you find, create a spreadsheet of subreddit names organized by topic. As you find subreddits you want to add to your multireddit, note the subreddit’s name after the r/ in its URL (for example,https://www.reddit.com/r/HealthyFood).

Here’s a list you might create for health and fitness subreddits.

Create a list of relevant subreddits.

#2: Create a Multireddit

Once you’ve found a group of relevant subreddits, organize them as a multireddit. You can include all of the subreddits you found in one big multireddit or create a handful of more specific multireddits.

After you log into the site, go to the Reddit front page, and click on the dotted line on the left side. Click the Create button, and type in a name for your multireddit. (Note that you can’t use spaces or symbols in the multireddit name.) When you’re finished, click Create again.

Create a multireddit.

Now that you’ve created your multireddit, you can begin adding subreddits to it in the upper-right corner of the screen.

Add subreddits to your multireddit.

Type a subreddit name into the Add Subreddit box and click the plus sign (or press Enter) to add it to your multireddit. You can also add a description for the multireddit and choose whether it’s public (other redditors can find it) or private (only you can view it).

Add a description and specify whether the multireddit should be private or public.

Open the sidebar from the front page to access any multireddits you’ve created.

Open the sidebar on the front page to access your multireddits.

You can filter the content in your multireddit using the tabs at the top of the page:

• Hot: Posts that receive the highest engagement (upvotes/comments)
• New: The most recent posts
• Rising: Posts that are gaining popularity
• Controversial: Posts that receive an equal mix of upvotes and downvotes
• Top: The most popular posts of all time
• Gilded: Posts that received reddit gold
• Promoted: Sponsored content

Click the tabs at the top of the page to filter the content in your multireddit.

You can also search for keywords within your multireddit. For example, if you’re looking for healthy recipes to share on your social channels, search for “recipe.” You can then filter the results based on popularity, recency and relevance.

You can search public multireddits here for existing multireddits that others have already curated. Make sure you check the Limit My Search to /r/multihub box.

Search existing multireddits.

Pro Tip: Add Subreddits to Your RSS Reader

In addition to creating multireddits, you can create collections of subreddits within your RSS reader. To add a subreddit to your RSS reader, use the URL http://www.reddit.com/r/subredditname/.rss.

#3: Curate Content

One of the most useful applications of multireddits is to discover content to schedule on your social media accounts.

Find Evergreen Content

Multireddits are great for finding content to include in list posts and evergreen resources, such as ebooks or ultimate guides. Click the Top tab in your multireddit to discover the top-performing content within your subreddits.

Sort by All Time to find truly evergreen content, or use the Past Month or Past Year filters to see more time-sensitive curated posts.

Filter your content for specific time periods.

The Top tab is also a good place to find timeless content to share on your social channels such as tips and tricks, how-to articles and images.

Get Content Inspiration

Keeping tabs on your multireddit allows you to do ongoing research on your target audience.Pay particular attention to the Hot tab for real-time insight into what your target audience is currently interested in:

• Look at what themes or subjects are mentioned most frequently.
• Discover what types of content (how-to, news, images, etc.) are shared most often, and what performs best.
• Find out what sites are most frequently shared. Consider whether you might be able to publish content on any of these sites.

Use the Top tab as a way to analyze the highest-performing content of all time within your multireddit’s subreddits. You can use these insights when creating content.

For example, suppose you notice a lot of images of famous motivational quotes among the most popular posts for the past year. You could collect some of these images to create a blog post featuring motivational quotes or to use for a “Motivational Monday” theme for social media posts.

Find top-performing content.

Spot Trending Content

Reddit is often the home of the next viral hit, which is why sites like BuzzFeed, Upworthy and Gawker monitor it closely. To spot viral stories before they break, check out the Rising tab on the front page to see what content is gaining popularity across all subreddits.

Within your multireddits, look at the Rising tab to see what content is picking up steam in your niche. You can share this content on social media or take it a step further and use newsjacking to capitalize on a story’s growing popularity.

When done right, newsjacking can insert your brand into the conversation around a news story. This happens frequently with brands that quickly create social content related to a current event. Oreo’s clever Super Bowl blackout post is a famous example.

As you look through rising or hot stories on Reddit, ask yourself, “Is my industry/business related to the breaking story?” If so, follow these steps to broadcast your brand’s unique take on the story:

• Create social media content related to the news.
• Publish a blog post related to the news.
• Contact media outlets and offer to be an expert source.

The key to newsjacking is talking about the story between the time when the news breaks and when journalists are looking for more detailed information, as illustrated in David Meerman Scott’s newsjacking timeline.

#4: Schedule Posts

To quickly schedule social posts, you can queue up content directly from Reddit using Buffer and/or IFTTT.

If you have the Buffer extension installed in your browser, you’ll see a Buffer link for each Reddit post. Click this link to schedule the Reddit post in your Buffer queue.

Schedule content for Buffer.

You can also set up IFTTT recipes that connect your activity on Reddit to Buffer. For example, you can trigger Buffer to schedule a tweet for every post you upvote on Reddit.

#5: Credit the Reddit Community

There is no set standard for crediting redditors, and most sites give no credit to ideas or content taken from Reddit. This has caused some friction within the Reddit community, so it’s best to give credit where credit’s due, just as you would for any content you’ve sourced from elsewhere.

For example, BuzzFeed credited a Reddit thread in the introduction of an article.

BuzzFeed credited a Reddit thread.

And below each photo in the article, BuzzFeed linked to each redditor’s response.

BuzzFeed also credited redditors within the article.

Here are some ways you can credit Reddit when sharing content:

If you’re sourcing a Reddit post or comment thread within a piece of content (such as a roundup post of healthy recipes you found on Reddit), link back to Reddit to give credit.

If a Reddit user created the content, include “created by /u/reddit-username” when you share it.

While it’s less crucial to give credit to content a redditor simply found and posted, you can tag content with “ht /u/reddit-username” (“ht” means “hat tip”).

Conclusion

Reddit is a great a place to find interesting, useful content for sharing and inspiration. For additional content resources that can save you tons of time, check out this massive list of discovery and curation tools.

What do you think? Do you use Reddit for content curation and discovery? What tips can you offer? 

Please share your thoughts in the comments below.

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The Fundamentals of Ethical Reddit Marketing

Despite common misconception, Reddit is not a social bookmarking website and submitting links to Reddit should not be a part of your “link building” strategy. In fact, actively trying to use Reddit for link building will probably result in a ban.

So how can you use Reddit for marketing and, in particular, SEO? There are many ethical SEO benefits that Reddit offers:

Facts about Reddit and SEO

One common question about Reddit and SEO is whether or not external links are nofollow or dofollow. If you search this question on google, you will find various opinions, so I decided to take a look at the links myself to see how it works.

After checking a handful of links, all links submitted to Reddit start out as nofollow links. Links on Reddit become “dofollow” links after they receive a score of two or greater (score = upvotes – downvotes). So a random link submitted to Reddit provides no direct SEO value as a link unless other users upvote it.

This is the source code for a new link that was posted to Reddit. It contains the “nofollow” attribute.

So Reddit can give you dofollow links, but the tiny SEO bump from a Reddit link is not going to be worth the time spent submitting links and dealing with your account being banned (if you submit enough links, it will happen).

The only way to receive SEO benefits from Reddit is to focus on the fundamentals of ethical Reddit marketing. When you engage Reddit the right way, SEO will be just one of the many benefits you receive.

The Fundamentals of Ethical Reddit Marketing

When content does well on Reddit, it is good for SEO. Redditors post the content they discover on Reddit to their social media accounts, blogs, YouTube channels, etc. If the post is a text post on Reddit, it can also rank high in search engines, which leads to referral traffic.

So if you want your content to do well on Reddit, follow these fundamental principles to create content that Redditors will love.

1. Contribute Value

When you contribute valuable content on Reddit it will be upvoted and shared. You can contribute value by solving a problem or offering an opportunity. On Reddit, this could be an in-depth blog post about a highly debated topic or an AMA that gives the community the chance to pose a question to an in-demand person they care about. Whatever you do, contribute as much value as you can. High-value posts are often “stickied” to the top of the community for long periods of time or linked in the sidebar of the community indefinitely.

To find opportunities to contribute value on Reddit, you will need to become an active member of the communities related to your business (this link goes to an article on my site about finding niche subreddits). By visiting Reddit communities on a regular basis, you will see the common problems and pain points that can be solved with content.

Bonus Tip: When sharing a blog post with a Reddit community, share the full text as a “text post” on Reddit and include a link back to the original source at the end of the post. Redditors are much more likely to upvote a text post and, if they like the post, they will visit your website for more content.

2. Be Honest

Many businesses we talk to want to submit links to Reddit from an anonymous username. They are afraid (and rightly so) that Reddit will not accept their valueless promotions.

The better approach is to be upfront and honest about who you are when sharing content on Reddit. Redditors will appreciate your honesty and you are much less likely to contribute a low-value post when submitting under your brand’s name.

Being honest starts with choosing a username that represents your brand and the person that is posting to Reddit. A combination of your brand name and the first name of the brand representative works well (e.g. SEJ_Dave).

When sharing content on Reddit that could be considered promotional, include a disclaimer in the body of the post that explains who you are and your role at the company. Most Reddit communities will appreciate your honesty and upvote your content if it is valuable to them.

3. Be Accessible

If you are contributing value to Reddit under your name, the next step is to stick around and engage the community. If you are in-demand or have a special expertise, Redditors will ask you questions or debate the content that you posted. By making yourself accessible to the community, you contribute even more value and make it more likely for Redditors to upvote your post.

The Fundamentals in Action

A Redditor shares the full text of his blog post and includes a link to his LinkedIn page.

The above was posted to /r/Marketing by a marketing manager. It was a top post in the community and generated a great discussion, so it is clear he found a way to contribute value to the community.

If you click through, you’ll see he posted the full text directly to Reddit and included a link to his LinkedIn page at the bottom of his post. By owning the content and revealing his identity, he put the community at ease by making his motives clear.

He then stuck around to respond to comments. Engaging in the comments section gives you the opportunity to create a deeper connection with the community and potentially reveal opportunities for your brand. For example, one Redditor suggested another Reddit community that would love his post.

Indirect Ways to Leverage Reddit for SEO

Posting valuable content, under your name, and sticking around to respond to comments is the best way to achieve SEO benefits from Reddit. Below are some ways that you can utilize Reddit to indirectly improve SEO.

Use Reddit to Create Better Content

A Reddit community is a representation of the larger target market that you are serving. The valuable content that you create for a Reddit community will also be valuable to users that are searching the same topic on Google. So if a post does well on Reddit, take that content and create an amazing blog post out of it. Give the post a great headline, add some well-designed graphics, and share it on social media. This post will be shared around your niche and could eventually generate serious organic search traffic.

A user in /r/Apple asks the community what apps they have replaced on their iPhone.

For a brand in the iPhone space, this Reddit thread could easily be turned into a blog post that would do well on social media. The thread produced over 500 comments of users recommending various alternative apps. A possible blog post that could be created from this thread is “The Best Alternatives to Stock iPhone Apps”.

Hold a Reddit AMA

If you have the expertise and demand for an AMA, this is a great way to create an indexed piece of content that will be viewed and shared around the web. AMAs can include links to your website, social media, or a landing page.

Not only are great AMAs going to be shared around the web, they are a great opportunity to learn more about your target market.

My friend Jen Briney is a great example of how an AMA can be huge for your brand and SEO. Her AMA reached the front page of Reddit and brought her podcast out of relative obscurity. Now, if you search her name on Google, her Reddit AMA is the third result which gives users a great opportunity to learn more about her and her podcast.

Conclusion

Reddit is not just another social bookmarking website. Submitting links without providing any value could result in your account being banned (and your post likely removed). Links on Reddit can become “dofollow” links if they receive enough upvotes, but the real SEO value of Reddit comes when you follow the fundamental principles of ethical Reddit marketing.

Your number one goal should be to create valuable content that resonates with a specific Reddit community. You can also use Reddit communities to identify content gaps. That content will be upvoted and shared outside of Reddit via social media, blogs, YouTube, and other media outlets. 

What could be better for SEO than that?

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