As Seth Godin so famously quipped, “Content marketing is the only marketing left”
Content marketing is not a ‘nice to have’ but a mandatory prerequisite for success.
Unless you’ve been living under a rock, you know that creating quality content is how you will attract prospects--and turn them into loyal clients.
That’s all well and good. However the real problem with content marketing is the time it takes… creating all original content takes a lot of time and energy, both in short supply amongst business owners.
But there is a solution.
And it’s called content curation.
Let’s explore together…
Why You Should Be Curating Content
What is Content Curation?
To quote content creator Beth Kanter, “Content creation is the process of sorting through the vast amounts of content on the web and presenting it in a meaningful and organized way around a specific theme.”
When you curate content, you look for the best content that already exists and then put your own ‘original’ take on it by either adding your own personal thoughts or organizing the information in a new way.
(It goes without saying that whenever you curate content, you must always give credit and link to the original author and article).
Then, once you have ‘curated’, you can share the content with your audience via your blog and key social media platforms exactly as you would do with original content.
Curating content is a much easier and time-effective way to share content.
It’s a win-win. Done correctly, you save yourself bucketloads of time and yet your readers and prospects benefit from excellent information.
Why Content Curation Is Important For You
You might be wondering why you should be entertaining the idea of curating content.
For two reasons really.
One. It works. Recent studies show that curated content represents 47% of all clicks on social media. This number suggests that content curation not only works, it excels.
Second. Content curation will save you oodles of time.
It’s a much easier and time-effective way to share content.
If you value your time, you should be curating content
Content Curation--The Benefits
Aside from time, here are some of the other benefits you can expect by implementing a content curation strategy.
- Improve SEO (Search Engine Optimization) - By creating a piece of content that is targeted for a specific keyword and also contains a lot of links to credible sources, your SEO (i.e. the ability of people to find you on Google) will definitely improve.Click to replace anchor text
- Gain More Credibility - Sharing high-quality, useful content increases trust and ultimately your own credibility and authority (even if you didn’t write the article yourself!)
- Grow Traffic to Your Website - More content (especially content that’s already been proven to be popular) translates into more website traffic.
- Increase Leads and Prospects - In turn, more website traffic translates into more leads and ultimately more sales.
The best kept secret in content marketing
5 Types of Curated Content
We will devote an entire blog on the topic of how to curate content. However here are some excellent content curation ideas that you might want to consider curating:
- Customer Reviews - A simple but powerful idea is to curate customer reviews about a product or service. It will not only make a compelling read, it will prove of great value to your prospect.
- A Favorite Book Reading List - Choose a topic within your niche and create a list of the best books or blogs pertinent to your area of expertise.
- Expert Opinions- - An expert article is a way of organizing the thoughts of influencers around one question or topic in your marketplace. You can do this either by interviewing the experts in person or by simply researching what they’ve said in the past. An expert article on one specific question always makes for an irresistible read.
- “Best Of”... - Create a list around the theme of ‘best of’. If you are in the dog training area for example, curate a list of the best dog training tools, giving a description and a rating for each. This is a terrific way to provide added value to your audience with a minimal amount of work.
- Pictures, Videos or Infographics - Please remember that content curation isn’t just about articles. You can collect (and comment on) a useful how-to video, a controversial picture or a series of infographics.
Finally, it is important to stress that you don’t have to be ‘black and white’ and choose between either original content or curated content. In fact, the ideal content marketing strategy would blend the two under one umbrella.
While often dismissed, the use of curated content is an extremely effective and important strategy. It will save you time while delight your community who will appreciate the high-level of information. If you aren’t yet integrating curated content into your marketing strategy, you should not hesitate to begin doing so.
Stay tuned to the next installment in this series where we will show you exactly how to curate content.