If you’re looking at Google for the advantages of content curation, you’ll find hundreds of posts that laud the advantages curation can offer to the marketing environment, and especially to the content creation universe.
But aside from the questionable veracity of their arguments, none of them were published by a specialist in content curation. Many of these are published by “interested” people. Either web marketers with little to no background of curation practice, to creators or partners of businesses offering “content curation tools” as a commodity.
While curating can save a very significant amount of time for those who benefit from it, it positively saves no time at all for the curators who exercise it. It instead saves those who benefit from it a very significant amount of time.
A traditional newspaper for instance publishes appropriate and timely material. You will note a number of the articles are being republished from other outlets. This method of curation draws regular readers in pursuit of the latest local news, company announcements or fascinating articles. The publisher is an influential source of information since they consistently aggregate content of high quality.
Tools For Content Curation:
There are hundreds of tools you can use for content curation, and some of them are more helpful than others. Some are also free, while others cost a great deal.
- Google Alerts– One of the most powerful free tools available, Google Alerts will send you emails based on specific keywords and topics. You can also follow companies, Google Plus pages, and YouTube accounts in your Alerts.
- Google News Feeds– You can sign up for Google Feeds for email updates on specific topics. Just click the RSS button on the bottom of any topic page and sign up.
- RSS – Most blogs offer some form of RSS, and signing up is easy. But, you still need an RSS reader. Options like Feedly, Digg Reader, Fever(not free, but shows ‘hot’ or popular content), and Feedbin all offer varying features, apps, and value.
- Lists – Facebook and Twitter have options to create and use lists of people to follow their content. You can also add page and companies. This allows you to follow industry experts, other curators, and influencers to see what’s happening on social in your niche.
- It– Content curation, sharing, and publishing in one app. Options range from free to Enterprise. The tool is extremely sophisticated and offers RSS, social media integration, news, and much more.
- Storify by LiveFyre– Free to enterprise content curation and sharing, including blogs and social media, with sophisticated search and tools.
- HootSuite– Hootsuite is a valuable sharing and scheduling tool, but you can also use it to view and curate keywords and content from around the web, and then share it immediately with your followers in the app.
- FlipBoard– Flipboard is an app that curates content for you on your phone based on topics you pick. It also offers previews, so you can decide if you want to share it without dedicating a great deal of time.
- Microsoft Sway– Microsoft Sway is free to com users and allows you to create pages and presentations like web-based content using a mix of self-created and curated content. It also integrates directly with web media, so you can add in snippets and full articles from around the web, playable videos and podcasts, and much more. It’s not widely adopted yet, but it offers a more interactive version of a newsletter, that doesn’t have to be hosted on your own website.
Benefits of Content Curation
- Establishes Credibility
Curating content from high-quality outlets lets the company build reputation and visibility. A thought leader focuses on sharing content, which is of high relevance and value, unlike sharing generic content. Marketing thinks leader Seth Godin describes in great detail on his personal blog the value of healing and leadership:
And this is the challenge every organization faces in the uber-indexed world we live in. It’s not enough to sit with a prospect and ask him what he wants. Once we know what we want, search finds it for us. No, we have to offer a menu, we have to curate choices, we have to dream for people who don’t have the guts or time to dream for themselves.
Seth explains the need for leaders to push past merely ‘providing knowledge’ and step into the field of curating tools that genuinely provide value to their community.
Example: Maria Popova is the author of a site called Brain Pickings which is indexed by Congression. She has accrued more than 5 million fans and supporters around the internet but the way her tale started is much more remarkable.
Brain Pickings began as a weekly email addressed to seven of her friends in 2006. Today Maria continues to send out an informative and encouraging weekly list of content.
- Promote Content To Your Audience
Promoting advertising to the community through web healing encourages development and interaction.
Example Next Draft author Dave Pell regular posts are selected by hand. He selects and shares 10 of the most fascinating pieces through newsletter and website. Through wordsmithing, Dave applies his distinctive charisma and ability to post the top 10 bits of the day on the website.
- Compliments Social Media and Blogging
The constant pressure for new content can put any marketing team under considerable strain. Take a moment to get your content production inventory running fast. In most cases, the following assets will be produced by established websites, which invest time and resources in content creation:
- X number of blog posts
- Featured images for blog posts
- Social media posts by network
- Quora responses
- Newsletter content
- And other promotional tactics
Quite frankly, these activities alone demand a small army of people. A business like Ampfluence, for example, is focused solely on the success of Instagram. To put it clearly, producing professional content on a regular basis or regularly is challenging. Curation allows blogging and social media marketing activities to be complemented with content produced by others.
Example- DIY & Crafts Facebook page curates material from other blogs and content creators. The curated post got 827k reactions in the screenshot below, and more than 2 million tweets.
- Supports Lead Generation
Curated material generates traffic to the website that can contribute to different objectives like:
- Rising leads
- Raising sales
- Subscriber increase
Curating value-focused content will result in significant visits to your profile or platform enabling you to turn tourists into potential customers.
Example: companies like Credit Karma are responsible for curating relevant content within their industries. Any time the organization posts a message on Facebook, Twitter, or Instagram, it enhances its own digital footprint. This activity drives traffic into their profile on social media and indirection to their profiles as well.
- Repurpose Your Content
Curating content can offer opportunities to repurpose for greater content distribution and reach across different channels. We have also developed a guide that outlines how the material can be repurposed.
Example: Rank Watch created an expert roundup post on SEO ‘s Future which includes the curated opinions of SEO industry experts. The website provides the possibility of embedding the material on another platform or help in downloading the image.
- Improves SEO
By curating content, search engines are creating more opportunities to drive your target market into your social profiles or pages. When the material is selected, you spread a broader net. Although SEO is not the prime objective of curing materials, it is an indirect by-product.
Example: A good example of SEO benefits is to pay attention to trending news when curating content. Especially because of its freshness and importance. Curating trending content will enable you to leverage search engine algorithms that add freshness to the content. Note that the picture below displays a search query for patterns, “perfect Beyonce remix.”
The results for this search query, which appears at the top of the page, include top stories from several third-party publications as well as Tweets.
- Build a Knowledge Base
The Internet is improving our mutual intellect capability. High-level curating examples to enhance or grow a knowledge base include websites such as Wikipedia and Udemy. Organizations should also curate information on a smaller scale to enhance or expand a knowledge base.
Some examples of how content curation helps boost your knowledge base include:
- Build a repository of ideas about material
- Understand dynamics and developments around the sector
- Track business practices to recognize achievements or to gage expectations for development
- Identify useful resources for Members of the team
Example- We use Triberr Curate to help us identify developments and dynamics within the industry. The image below shows our group of content on “Best in Class: Marketing Blogs.” We curate authoritative marketing blogs in this content-group. The mutual data source is continuously improving our information base.
- Saving Time
Any beginner social media team will tell you: If you are unable to maintain a steady pipeline of content on social media, do not start your social media presence first. There is nothing worse than a company whose viewer never knows what to expect: it posts fantastic content for one week, and it is quiet for the next, without a “Happy Halloween.”
The development of material is thus a time-consuming activity. From discovering some initial concepts, coming up with convincing copies, and refining your SEO post – it’s a lot of effort, only placed. Content curation helps you to sustain a steady stream of professional content right though you’ve run out of ideas for the blog this week. All you need to do is identify the material you want to post, incorporate it into your overall approach on social media, and build a persuasive message to complement this report.
- Credibility of the Source
Have you ever learned about “Association Guilty”? And that’s the good part of the idea. If you post material from certain businesses or media sources, you presume, through default, any of their legitimacy and authority. If a small IT company were to share content about the future of IT with IBM, it would identify this company immediately, to some extent, with IBM’s long-standing authority on this topic.
This kind of credibility could strengthen the branding of this company as a thought leader who is not afraid of referring to other companies and sharing their views. Nothing helps increase trust, like having something validated by a third party.
Having another person or brand back up the same message that you are promoting can, therefore, go a long way towards building confidence with your target public. The more the source of the content you curate is well known and trustworthy, the more this point is true.
- Extending Social Reach
Content curation lets you reach other brands’ social networking followers. When sharing curated content, tagging, or mentioning them give credit to the source of the content.
It will render the post available to the fans of certain accounts on Facebook and LinkedIn and will show the company’s website to other social network users. Additionally, the information source could even send you a shout-out about its information and like your post. This will, in effect, raise the exposure of your social media to new audiences.
As content becomes the foundation of the modern marketing strategies for B2B content, many teams are struggling to create enough content to keep up. Curating content can help fill in the gaps and relieve the pressure on your team by adding outside pieces to your original content.
- Build Epic Communities
Curating material may also help create communities. In reality, several of the biggest communities on the internet are largely based on curated material. People always look for practical solutions. If your attempts to curate will add value and save time for a certain community of people, you are halfway to cultivating loyal fans.
Example: Product Search is an outstanding illustration of how content curation is used to create a group. The popular “hunting” consumer software platform began off as a modest newsletter helping its users find innovative resources, technologies, companies, etc.
Content curation helps you keep ahead of the hot topics. Curating content allows you and sift and locate appropriate, high-quality details across thousands of blogs, threads, and tweets.
Curators also detect new developments by surveying their business environment and becoming first movers or early adopters. Make sure you try it for your platform as well!