content curation content curation

Content Curation is King

September 15, 2015

We’ve heard the phrase “content is king.” It makes perfect sense: people want information before they make decisions or form opinions. So where does this content originate? What happens if you’re not a writer or particularly good at marketing? What happens when your audience tunes you out?

Larger companies may have the resources to invest in an in-house content champion. Whether they are labeled as marketing, advertising, public relations or communications experts, they are all a form of content champion. Smaller companies may not have the resources to bring on an extra man, and this content champion is often the person who has a few moments at the end of a busy day to maybe give it a thought or two.

Regardless of whether you have the manpower to create your own branded content, there is a content bottleneck that prevents content from getting to customers as fast as you’d like. The top 4 challenges (from a 2014 B2B Content Marketing Institute) are a lack of time, inability to produce enough, inability to produce the right kind of content and a lack of budget.

Striking a Balance

Striking the right balance of content can be tricky. If you focus too heavily on self-promotion, folks may not think they are getting a straight story out of you.

“Face it,” Heidi Cohen said recently in her blog, “consumers just aren’t that into promotion unless they’re seeking a deal before buying. They can smell an ad a mile away. They’re blind and deaf to most ads regardless of where they appear.”

If you share irrelevant information, people will push you into the background noise they encounter every day. Either way, your message – and ultimately your business success – is lost.

What is Content Curation?

Adobe recently published a blog touting the power of content curation. Imagine a museum where interesting pieces are displayed for audiences. Did the museum create the pieces? Most likely not. However the museum curator found pieces they thought would best serve the message and shared those with visitors.

Similarly, content curation can help you meet customer needs, show your relevance and prevent content production bottlenecks.

“Potential customers want to feel that you can provide them with valuable content, regardless of the source,” Jeff Bullas wrote.

Getting Started

So how do you put content curation into practice? Here is a step-by-step guide to make your content reign supreme.

  1. Get a Plan

    First, think of where you serve content to your customers. Is it on your website (such as in a blog), or on your social media accounts? If you haven’t established a schedule of when to publish new content, get that settled first. Here is a good guide from Entrepreneur to get you started.

  2. Get your Branded Content in Order
    Content curation works best when it is mixed with your own company’s messages. Get those in order first, or at least get them in your workflow so they will be ready when you need them. What are some examples of original, branded content? Does your business run specials or promotions? What sets your business apart from competition? Does your business have a special connection to community organizations, such as schools or non-profits? Start gathering the text and photos for these types of content.

  3. Fill in Gaps with Curated Content

    Think about your customer. What kind of information would be helpful and useful for them? Is there a new development in your industry that has been featured in a news report? Was there a story going around of a person who was burned by a similar service? Share these links directly on your social media accounts with tie-ins to why they are relevant to your business.

    For instance, if I run a carpet cleaning business and there is a news report about Groupon deals making carpets smell bad, I may want to share that report and describe why my carpet cleaning service uses a technique that prevents water from souring.

  4. Measure and Adjust as Needed

    A marketing campaign without feedback is like talking to the wall. If you’re succeeding at content campaigns, you should be able to see a noticeable difference in your sales leads and conversions. If not, re-evaluate your messages and adjust as needed.

Let’s get one thing straight: Content curation is not content theft. Share links to the original content, don’t copy and paste it into your website without attribution. If you have any doubts about how to implement content curation in your marketing campaigns, contact us at Cube Creative Design!

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