Do you always find yourself not having enough time to create content for your blog? Or maybe you are short on writers who can publish articles regularly.
Then, it’s time to consider content curation as part of your marketing strategy!
- Performed by a person, not simply a computer algorithm.
- Being discerning, discriminative, and selective.
- Added value. You offer perspective, insight, guidance.
- Not a one-time event or activity.
- Informed by a laser focus on your audience.
If you’re interested in implementing content curation, find out how these experts are doing it successfully.
Create a Curated Newsletter
I position my Weekend Update Newsletter as my reader’s “weekly professional development required reading.” The newsletter is simply a curated email of written content, audio content, and questions from my private Facebook Group that I determine are the most important for my readers to consume.
I’ve been creating my newsletter for years, and the three most important lessons I’ve learned are:
- While this might go without saying, you absolutely need to understand who your reader is and what their challenges are.
- You need to be a consumer of content yourself. You need to read, listen, and watch as much content as you can from the industry you are trying to curate.
- You need to have your content organized, and I use and recommend the RSS reader Feedly. Good luck and happy curating!
Set Your Goals
It’s very important to establish from the start what exactly you want to achieve with content curation:
- more influence in your niche,
- promoting your business,
- generating more followers and engagement, etc.
This will help you decide what channels to use, what types of content to share, and what content formats to use in order to ultimately achieve your goals.
Another important part: don’t just share links and be done with it. Give your input, make a comment on what you’ve read or seen, explain why people should check out that piece of content, be funny – that makes the difference between simply sharing content and curating content.
Use Google Alerts and Twitter
I’ve found Google Alerts and Twitter very valuable to find and curate content that might be of interest to my audiences.
I monitor certain Google Alert keywords and get emails when something potentially of interest pops up. I often use this content to share on social media and in my blog posts.
A similar concept applies to Twitter, though, Twitter is more hit and miss it seems.
Add Value to Your Readers
While content curation is good for SEO and the marketing of your business, you’ll get more long-term results if you remember that your audience is not there to help you. Everything you write, curate and promote must be of the greatest value of the readers or viewers. Make it all about them and they will reward you with attention and interest.
Get More Customers
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Implement a Strategy and Reap the Benefits
My advice on how to have an effective content curation strategy is two-fold (one part strategy and one part tactics):
First, find out what your customers want or need to know, what they care about, and what matters to them, and then feed them a steady diet of relevant information using a mix of original and curated content.
Second, to make that task easier, use a curation platform or feed reader that scans the web looking for such information and can, preferably, also distribute it to your social channels, blog, or email newsletter (with your annotations or commentary included, of course; it’s not just copy/paste that you’re looking to do, but establishing yourself as an industry thought leader).
As I see it, the benefits of content curation are at least three-fold:
- Curation can save you valuable time and resources,
- builds trust and credibility for your brand, and
- educates and engages your customers.
They will appreciate your efforts because it relieves them of the need to source content on their own. Hopefully, that means you get their attention, trust, loyalty, and business, and not your competitor.
In order to be successful with content curation, you have to regularly keep up with industry news. It’s easiest to be effective if you sign up to receive email updates from these top media sources (or add them to your favorite RSS reader).
Once you have access to a lot of raw material, consider your audience. If they’ve already been over-exposed to a certain piece of news, you probably won’t be doing them any favors by re-sharing it. That said, if you have a unique angle to tack onto it as part of your curation process, then it can be valuable. In general, try to focus on sharing content that is valuable and interesting in light of what else your audience is already likely being exposed to.
Sharing vs Curating
To me, great content curation isn’t just sharing other people’s content on social, it means finding complex content in your industry (that your audience needs to know and understand) and then making sense out of it.
Add your own point of view, tips and insights that make it easy for your audience to apply the knowledge featured in the content you curated.
Find the Best Content for Your Audience
I created a list of about 12 websites that consistently share content my audience is interested in. Every week, my assistant reviews the most-recent published content on those sites and sends me a list of eight to ten strong articles.
From that list, I choose five or six to share on social media, and three to share in my Weekend Digest newsletter. My audience loves this — I’m finding the best of the best for them!
It’s All About Good Content
Good content is easy because it is all about creating content that achieves your goals…not what is “good” and “not good.” There is no prescription for how to create good content. There is a strategy for creating content that works…and that is testing, retesting, and continually observing how your audience grows and reacts. I like to say the best content is a conversation, and empowering that to happen requires being in touch with results, listening…and allowing your team to adjust accordingly.
But if good content is king, distribution, syndication and connection is definitely the queen, because she drives the bus!
You already know your brand should be producing an ongoing stream of great content—the best content results have been proven to come from a combination of quantity and quality. But producing an ongoing stream of great content can be a daunting task, which is why it’s important to get the most use you can out of the content you produce that works.
If your content is good, you should be able to ride it until the wheels fall off. Re-sharing and reposting the good stuff is a critical distribution tactic that can help you get the best mileage.
Try these three methods for getting the highest yield from the lowest effort.
1. Share Good Content on Multiple Channels
If you’ve only been using one or two online channels to share your content, try expanding your reach by posting it on multiple platforms. While you obviously want to use the social media channels most relevant to your audience, don’t forget about SEO and search results. For instance, even if your target demographic isn’t typically found on Pinterest, a properly optimized infographic posted there will still appear in search results and may attract traffic. Even the images from your post can be shared there by you and your followers. Be sure to make your blog images “pinnable” right from the post with the click of a button that links back to your blog.
To promote your content, create unique posts that are relevant to each channel. Without being repetitive, create multiple posts viewers can see throughout the day on each channel. Keep in mind that the number of posts you can create for each channel to promote the same content will vary depending on the platform and audience preferences, so try to pick an aspect of your content that is well-suited to your audience on each channel. For instance, a blog post about small-business accounting tips can be promoted via several tweets but perhaps only one or two Facebook or LinkedIn updates, and one Pinterest infographic or image post.
Another key to getting more mileage from your content is to repost only good content. How do you know what’s good? Well, audience response is one measurement, so avoid posting content that receives a lukewarm response—or none at all. Lack of response may be a factor of timing, but it may also be that your content didn’t spark interest. Content is more likely to be shared by social audiences if it’s evergreen, popular, valuable, funny, interesting or useable.
2. Repurpose Good Content
Another way to get mileage out of good content is to create multiple pieces of related content to piggyback on each other. For example, a slideshow featuring tax-time tips for small businesses can be further explained in a blog post. Individual slides can be posted to Facebook or Twitter, and an accompanying video can be posted to YouTube and then your blog. Repurposing content can help you laser target your prospects and address them with content that accurately connects with where they are in the sales cycle…and it helps you create usable content at scale.
3. Develop a Strategy for Sharing Content
Develop a definitive content sharing strategy that identifies what you will share and how it will be shared. If you want to make it easy, calendar a weekly “Throwback Thursday” or “Flashback Friday,” and use the theme to repost your most well-received content. Task your team with identifying the social updates that get the most response and setting up a schedule and tools for re-sharing on different channels and/or in different formats.
By sharing quality content multiple times on multiple channels, you expand the reach of your marketing efforts and make it that much more likely to build a loyal following. In addition, repurposing and syndicating good content will be a powerful new tool that builds on your most successful ideas.
Stay on track by developing a strategy and processes for sharing good content over and over, and you’ll establish better-thought leadership and keep your brand top-of-mind.
Pique Your Audience’s Curiosity
Think about unique aspects or questions that your target audience might have–concerns they might be scared to ask but are curious to know the answer to or interesting spins on tried and true subjects. I also use Google Alerts to be notified immediately when a new study or position paper comes out in my industry, meaning I’m on the cutting edge as the first to respond to it.
Use the Right Tool
To make your job easier and efficient, use BuzzSumo to curate content. It will help you get good content ideas that you can use in your content curation marketing.
My advice: Don’t spend weeks and months curating content yourself, use the right tool to find excellent and high-value articles.
Publish and Repurpose Content
One of the best ways to implement content curation into your existing blog or content promotion efforts is to of course publish content on your own site, then sharing it with your internal mailing list and social media. However, there are other great methods as well, such as turning your best content into an infographic and submitting it to different directories and putting in the necessary manual outreach to get other sites to pick it up.
Another great method is to do guest blogging on other big sites, then reference your content whenever it fits in. Try these methods today, and start seeing more traffic and better search rankings tomorrow!
Content curation offers a lot of benefits to your business. But to be successful, you need to follow the right principles. It’s important that your curated content is not just copied from other sources. You need to add value, share your perspective and tips that will benefit your readers.
What content curation strategy/strategies did you find useful? Let us know in the comments below!