Before you begin this piece, a brief moment of silence to all original content creators as well as bloggers out there who are yet to discover the benefits of content curation.
Ever had to sit behind a laptop, research a topic, create original content, perform SEO optimization, then post it on your blog, or worse, have to pay for this process?
If you haven’t then welcome to original content creation and ideation. Here, you spend your entire day creating new content and the rest of your evenings praying that your target audience and search engine algorithms love it.
This is also probably why 49% of marketers say that content creation greatly stagnates their marketing efforts (content marketing institute, 2017).
Is There an Easier Way Out?
Even the thought itself is tiring. Worse than burnout, creating original quality content can be both expensive and oh! It takes ages too.
This begs the question, is there an easier way, and does original content always equal great content?
As you’re about to find out, it’s not always the case.
What is Content Curation
There’s a high chance the very first time you read the word curating next to content; you may have dismissed it as a spelling error. Oh, the many failures of our education system.
Turns out curating is a word by itself that has almost nothing to do with creating content (apologies education system).
Content curation is the process of sourcing, selecting, optimizing, as well as dispensing relevant content that already exists for your own goal.
Well, using another person’s work? Hey! That’s copyright infringement. The FBI wants to know your location. That’s jail time. Or is it?
Content curation involves:
- Retweets of a shareable blog with a caption
- Commenting on other shared blogs on social networks to give your point of view
- Sharing curated content with your subscribers on email newsletters
- Quoting or citing a piece of content from already written blogs
- Linking to shareable content on your blogs
- Blending both curated content and original content
Did you know that 57% of marketers believe that content curation is the best way to continuously create content? (curata)
Benefits of Content Curation
Curating content is much different from duplicating content. A mixture of backlinking, citations, as well as optimization, allows you to share original content like it’s your own content.
But why go through all this trouble if you can afford original content? Apart from the very apparent cost and time savings, there are also several reasons why you should become a content curator:
Establish Your Brand as a Thought Leader
By curating content from industry experts and reliable sources, you increase the credibility of your website.
Curating content also makes you look smart and knowledgeable. It’s like the kid back in high school who always raised his hand to add to what the teacher said or give an opinion as others looked dazed.
Curatable content such as industry insights, trends, as well as emerging technology always establishes your website as a thought leader and an industry expert.
Boost Your SEO
Search engine algorithms around the world appreciate credible content. By having a website or blog with industry-led posts, hyperlinks, as well as shares, you improve your blog’s SEO and eventual SERP rankings.
Growing a Knowledgeable Base
It’s every content marketer’s dream for their target audiences to have black coffee and their email newsletter as part of their morning routine. You want your blog to spawn a knowledgeable base.
At that level, target audiences from your industry flock to your online content every day, week, or month seeking to know what’s happening in the industry.
From there, they then take your insights and share them on social media platforms. What other way to turn your blog into a forum than using content curation. Spoiler alert, none.
That said, 85% of B2B marketers credit content curation for the success of their companies.
Your Content Curation Strategy: Becoming a Pro Content Curator
As you’ve seen, content curation is a necessity in your content marketing strategy. That’s at least if you want your marketing efforts to pay off.
Now, you’re going to see how to curate relevant content. It’s a lot easier than it may sound. There’s a long way between curating content as well as generating leads, and these guidelines are probably half that distance. Always:
1. Respect Your Sources
When sharing content on social media platforms as part of your curation strategy, always respect the original source.
Even if unethical curation may seldom lead to lawsuits, it can leave a bad taste in the mouth of your target audiences, blur your brand image as well as destroy your credibility. Always ensure to:
- Backlink and always give citations to the original content
- Don’t SEO compete with content you’re curating
- Criticism of curated social media posts should always be constructive
2. Create Curatable Content
What’s in it for the owners of the original content that gets curated a lot and shared across social channels?
Well, creating curated content comes with a lot of benefits for the content source. That’s why you, too, should consider adding curatable content to your content calendar.
First, if sharing content gives you credibility, how much credibility does it give the owner of the original content? Spoiler alert, a lot. The same goes for search engine optimization as well as brand awareness.
Backlinks, backlinks, and once again, backlinks. Creating shareable content earns you backlinks, which push you closer and closer to the top of the SERP.
To make curatable content part of your content marketing strategy, ensure to:
- Create valuable content around industry trends
- Creating valuable content around emerging technologies
- Create lists that give key statistics about your industry
- Have annual “State of Your Industry” white papers
3. Tailor Your Curated Content to Your Target Audience
Well, in content marketing, not all content is king. When curating content, you always have to ensure that that specific topic is relevant to your audience.
Remember, all great content is not always relevant content. A high-quality article about advertising on country radio may not appeal to your target social media content marketing audiences.
Luckily, tailoring content to your audiences is not rocket science. You are always free to use analytics as well as content curation tools such as:
- Use RSS feed readers such as feedly to keep relevant websites at your fingertips
- Always follow trends by looking at trending hashtags on Twitter as well as other social media
- Use a social media management tool such as Hootsuite to track what audiences say on social media
4. Always SEO Your Content Curation
You can have both great, relevant, as well as quality content, why not SEO optimize it for your niche and target audience?
Take, for example, a Forbes article about content intelligence as the future of marketing. If you’re a content marketing B2B company, this is something you could share on your email newsletter and blog with your audience.
There’s one problem though, if you specialize in digital infographic content marketing, this article may not have the necessary keywords relevant to your brand.
Without necessarily changing the core concept of the article, you can go about:
- Punctuating a piece of content with your SEO keywords
- Adding a keyword in the first sentence or paragraph
- Adding your RSS feeds to the Google Blog search index
5. Always Include Your Point of View in Curated Content
It’s not enough to share content – that makes you a content distributor and not a content curator. You don’t want to be working for free.
To establish yourself as a thought leader, always sprinkle your points of view here and there in the blogs as well as the content you share. The following practices will go a long way in making your curation efforts pay off.
- Add captions to your retweets
- Always add comments on shareable social media content
- Use a blend of your own content and curated content
- Adding a “what this means section” where you break down curated content
6. Organize Your Content Curation
In content curation, consistency is key. Remember, you want to establish your business as a thought leader, and consistency goes a long way.
Your audience should always get news as well as insights that are specific, niched-down, and that your marketers disseminate at consistent times.
In addition, try your best to avoid the pray and spray strategy. This is where you curate content from anywhere, about anything, and at all times.
In your content marketing strategy, your content curation should always:
- Add curated content, websites, as well as blogs to your content calendar
- Use marketing tools such as bookmarks to store your curated content
- Use tools such as Google Sheets to list your sources of shareable content
Your Content Curation Tool Box
Well, now that you’ve seen how to transform your content marketing strategy, let’s arm you with a few content marketing tools to help.
As you’ve noticed, unlike content aggregation, content curation is more hands-on as well as a little bit more manual. These tools are here to help:
1. Twitter Lists
Twitter lists are essential marketing tools that are surprisingly unknown to most marketers. Using this tool, you can create a list of important industry-specific lists that will always show up on your feed first.
This makes it easier to find, retweet, as well as comment on blogs and insights relevant to your audience and industry.
Keeping up and tracking sharable content on social media platforms can be an upward climb. Not with Hootsuite.
This marketing tool is a way to keep up with all your social media platforms in real-time. This will keep you informed about what your target audiences are saying on LinkedIn, Twitter, as well as other social media platforms.
3. Scoop. it
Scoop. it is to a content curator what a nail gun is to a carpenter. This is a specific content curation tool to find shareable content, curate it, as well as share it with target audiences.
Where We Come In
Your content curation strategy is better off with a solid marketing management solution. That’s what Welcome offers.
Welcome is your one-stop-shop for all things content marketing management. Why wait when you can start today? Get started with a free Welcome account today!