Content curation has become a huge factor for businesses on the social web. We are all on the same mission to find the very best information to share and engage with our followers. We are living in an era of online content overload while your customers just want to be provided with the most relevant news on their doorstep. With content curation, we can make this possible.
I’ve broken down the content curation process to help you get started…
What is content curation?
Content curation is finding information relevant to your audience from a variety of sources and sharing it strategically through your communication channels. By sifting, sorting and arranging online material into specific themes you are able to present the best posts in a meaningful and organised way.
Content curation is very different from content marketing. Content curation doesn’t include creating new content; it’s the act of discovering, compiling, and sharing existing content with your online followers.
How does content curation build value?
For any marketing department, content curation is becoming an important tactic to maintain a successful online presence. It also allows you to provide extra value to your brand’s audience and customers, which is key to building those lasting relationships. If you know your audience, you can accurately gauge the temperature of the room and have the confidence to give the people what they want.
Why should I share outside content?
Distributing outsider content shows your audience that you know the industry well, that you’re friendly and are aware of competition. It proves that you’re collaborative and confident enough in your own brand to share another’s content. It also doubles your exposure by potentially connecting you to another brand’s audience or online community. This way your business can grow by building online relationships with other companies.
The Three S’s
Content curation is a three-part process – Seek, Sense, Share.
It is best to do the seeking part in small bursts to avoid feeling overwhelmed. One way to be effective is to find the best curator sites for your topic and follow them. You have to be organised and know your sources. Make sure to scan your sources regularly to keep up to date.
Sense making can be as simple as how you annotate the links you share, the presentation or what you’ve left out. It can be writing a blog post using the links or as easy as sharing a tweet. However, you must ensure that it creates meaning and supports your organisation’s objectives.
Finally, sharing is giving the best nuggets of content to your audience in a format that they can easily digest and apply it. Provide your network a steady feed of informative posts. Remember to credit sources and answer any questions.
When do you use content curation?
- Blog Posts
Almost any business or industry could adopt weekly blog posts containing a collation of helpful resources found around the web. If you categorise your top results and publish the information in a blog post format for your readers, it removes the need for them to do any extensive searching or browsing themselves. You can sort through content all week to pick out the best and most important stories to collate into a weekly blog post.
- Editorial Email Newsletters
Did you know that email is the second most popular digital marketing channel? Editorial newsletters are a big opportunity for content curation, especially those with a base of blog subscribers. For example, if you have a blog, you could send your subscribers an email of the best content from your blog each week or month. Save your followers the time it takes to search and scour the web for great content by pick out the gems yourself.
- Social Media
Social media is one of the channels where content curation is key to staying relevant to your followers and growing your following. Whether it’s retweeting other relevant accounts or devising your own tweets with links to an article, sharing information in this direct way will improve your credibility.
If you need help with creating content for your website, blog, social media or any other digital channel, then don’t hesitate to get in touch by via this contact form. And if you’re looking for further inspiration, feel free to check out some of my other marketing-related articles.