Provides an excellent base to use in developing your own content curation strategy. Definitely worth the read if you are considering content curation as part of your online marketing strategy
You know, there’s a reason Facebook is so addictive. At many times, Facebook seems to know what we’re interested in better than we do. It’s not just happenstance. Far from it. Facebook is easily the master of personalized content curation, a practice Beth Kanter defines as, “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.”
The 4 Challenges of Curating Content
Facebook’s goal in curating content is to keep you on Facebook. But you, too, can use this strategy to draw in an audience and keep them on your website. Of course, curating content is not without its challenges. According to a recent infographic, marketers say the top four challenges are:
Having the time. (75%)
Creating original content. (73%)
Finding good content. (56%)
Allocating staff. (39%)
Time and staffing solutions are on you, but we can address the issues of originality and quality below…
Content Curation As Marketing: 4 Steps
Step One: Determine who your audience is. Are you curating content for leads? Are you trying to keep your current clients interested in your brand? Prepping customers for the launch of a new product line? Maybe a little bit of all three? It’s important to have a clear picture of your audience before you start curating.
Step Two: Find original, high quality content. There’s so much content out there that wading through the junk and finding a treasure can be a little challenging. Finding a quality piece that hasn’t already been hurled through the BuzzFeed/Mashable/HuffPost mill… Now that’s an even bigger challenge. Find smaller sources – specific to your own industry – that you can scour regularly for quality content.
Step Three: Don’t repost. Remix. Copy-and-pasting a link to an article or video on your Twitter is easy. So easy, in fact, that… well… a lot of people just have bots do the job for them. In the world of marketing, “easy” and “effective” don’t usually go in the same sentence. So, avoid the copy-and-paste rut. Instead, remix the content. Say something about it. Organize it in a different way. Put your own interesting spin on the original. In other words…
Step Four: Make it worth the user’s time! Well-curated content is useful to the user. Very few people are coming to your site because they’re curious about what you’re up to. Rather, they’re curious to see what you have for them. If you aren’t providing value, then you’re not curating; you’re just copying.