We all know just how important creating unique, fresh and relevant content is for your online business. However for small business owners content marketing can be a real challenge due to time pressures and lack of resources. Content curation can be a great way to support your overall content marketing strategy and help maintain a successful online presence.
What is Content Curation
In a nutshell content curation is the collating, organising and sharing of other people’s content. It is usually third-party content relevant to your audience’s interests. First things first, content curation is not the same as content marketing and in no way replaces it. Content curation should be looked at as a way to enhance your existing content as part of your overall content marketing strategy.
And don’t worry, by sharing other people’s content your audience won’t think you can’t create interesting content of your own. On the contrary, it shows you are relevant, understand the industry you are in and are confident enough in your own small business to share ideas and information from a third party.
How can Small Businesses Benefit from Content Curation?
Saves time. Content curation helps support and maintain an active online presence. Especially if you don’t have time to continuously create your own original content.
Helps establishes you as an expert. Overtime content curation can help build trust and establish you and your business as an authoritative, go-to expert on a specific topic.
Offers value to your audience. If you are offering information that is interesting and of value to your audience, then they are more likely to opt-in to your newsletters and follow you on social media.
Supports SEO efforts. 65% of marketers use content curation to boost ranking. Lots of relevant links will help increase your visibility in SERPS (search engine results pages)
Builds your brand. What you share is a direct reflection of your brand and can help build your credibility as a business.
How to introduce content curation to your small business:
The key to successful content curation is to put some organisation and strategy behind it rather than the ad-hoc retweet or share here and there. You may already do some basic content curation already, like I say I’m sure you’ve retweeted or shared posts on social media. However to really get the benefits you need to take it to the next level by including a personal touch. Add value to what you are imparting. For example include your own comments, insight and thoughts on the information you choose to share with your audience.
76% of marketers use curated content on social media
Content curation is a great way to keep active on social media and provide your customers with links to information they may find interesting. Retweeting someone’s Tweet on Twitter, RePinning on Pinterest or sharing someone’s post on Facebook, Google+ or LinkedIn are examples of social media content curation. This is a great starting point and a good way to maintain an active online presence – especially when you’re pushed for time or lack resources.
However as we mentioned earlier content curation becomes even more effective when you bring in your own personal slant on what it is your sharing. For example if you are sharing someone else blog post on social media, add in a few words about what you are choosing to share and why you think you audience will be interested in it.
Content curation can work really well in your company’s newsletter. For example in addition to your own content, you could do a weekly round-blog posts you think your audience will like or a weekly round-up of industry news and views. By picking out the most interesting and entertaining articles and presenting them in a digestible format, you are saving your own audience from having to spend time searching around the web. And, if your audience know they can get great information direct from your newsletter then they are more likely to read it and stay subscribed.
Here is a great example of content curation from WriteMySite’s marketing newsletter.
Blog Post Curation
In a similar vein to your newsletters why not try posting a blog post that is a weekly or monthly round-up of useful articles, interesting trends or news relevant to your industry? Organise the content into a theme, add in a great headline, your own supporting commentary, a call-to-action for your own business and you have a great post.
Look at curated blog posts as offering a valuable service. By collating the information yourself you are in short saving your audience time by negating the need for them to research out the information themselves. Always keep your customer in mind so all your hard work collecting and collating is focused on the right information – information that is of value to your target market.
Collecting and Organising Content
So where do you start? How do you go about sourcing interesting, high quality, relevant online content that fits the needs of your audience? Here are a few ideas to get you started:
- Sign-up to relevant content specific newsletters
- Subscribe to industry relevant online publications
- Follow related shared content on social media
If you are collating lots of different information from various sources then it will make your life easier if you can organise all the information in one place. There are a number of marketing tools that can help you collate,organise and publish content such as – Feedly, ScoopIt and Storify.
If your just starting out then Pocket is a great ‘save for later’ tool. Connecting the Pocket button will enable you to save to your Pocket account straight from your computer. You can quickly collect links to interesting information with and group and tag articles for easy reference.
In order for content curation to be successful always keep in mind that it’s about adding value. Ensure;
- content is high quality and matches the needs and interests of your audience
- post regularly
- add a personal note,
- remember you are sharing information not plagiarising – always give credit to the original source.
We’d love to hear your own thoughts and experiences of content curation, so please do leave a comment.