To Create or Curate content?
What is content curation and why use it? (II)
If you’re asking this question, think about your days at school. If you were given an assignment, you research the topic. Next you would answer the questions of the assignment by finding the best possible information and compiling it.
This is a way to perform content curation on the information you have been given.
Finding and isolating the most relevant information on the topic is vital. The next step would be to organise all the useful information from different sources into an essay that is logical, easy to understand and read.
Content curation is very similar, except no one hands you a piece of paper with questions to answer. Your questions come from your audience.
If you know them well enough, you should be able to determine the audience’s intent: what they want to know. From there you can start providing them with a full-on meal of knowledge, complete with all the tasty bits of information they so desire.
You might have created an article in the past which is still very relevant, use that! Update it and re-post it. This is possible with most online and social media marketing.
You may have read an article from someone who you know to be a reputable source or an expert on the subject. Use their link, just remember to give them the credit they deserve.
If you’re decent at curating, you’ll be able to give the audience the answers to questions they haven’t even asked yet. 😉
Why would I want to curate content?
Content curation has become essential for brands looking to build a relationship with their audience.
It adds that back and forth of human interaction that the world of web so often lacks. It also serves the ultimate and wonderful purpose of assisting your audience and customers find relevant information which will ultimately help them in their lives.
For instance, if you are a dentist, you could post articles on the latest news concerning cavity prevention, or how a change in your diet could keep your teeth from crumbling down to the gums.
As a health care professional, you could debunk medical myths.
The possibilities to do good through curating your content are endless. This type of work does not go unnoticed and is highly appreciated by your audience.
So, let’s sum up why you would want to curate content.
Conserve your time and energy… Psych!
It’s been said that it’s exhausting and time consuming to come up constantly with new content. It’s also hard to get all you want to say down in one article, especially when a topic is extensive (trust me, I know).
Curation is an effective way to keep readers up to date and build a comprehensive picture of your topic for them to understand.
But, that also means even more time, research and dedication. That being said, you can save on the resources it takes to create fresh content.
You’re not only re-posting, you’re adding value, your perspective, filling in gaps and verifying facts from multiple sources so that you can…
Be considered a leader of thought in your discipline. An expert.
If you continuously post about the latest, validated and most relevant topics, it will show your audience that you have a deep engagement in your field and are a trusted source of knowledge.
This should build your business a loyal following from your audience. When curation is done correctly, it can strengthen your email list, help define your brand online and strengthen your organic SEO in time – as a by product.
Repetition is annoying. Annoying. Annoying
It’s silly to re-create a message if you’re going to say the same thing in almost-the-same way. There’s no need to add to the vast abyss of online clutter on the internet.
As a curator, you should always add value! Sure, extract the best bits to illustrate and explain, but don’t stop there. Add your (educated) opinion, commentary, a review or even a little introduction to help facilitate clear understanding.
It can be intensely boring to only write about your business. Don’t get me wrong, it’s imperative to the success of your business, but all too often it can end up sounding like a kitsch, hard-sale pitch.
Note: if it’s boring to write, it will most probably be boring to read. This, in a world full of instant-gratification seeking humanoid monsters, is a death-sentence.
Act as a “spark”
Whether igniting online networking opportunities; a new business venture or partnership; or simply inspiring a local reader, our content should have purpose.
It should light fires under the bottoms of our audience! To read; act; buy; to do MORE (hopefully, for good).
Grow your business
Keep existing loyal readers stimulated and encourage them to spread your virtual word by staying:
- Consistent– Regarding usual posting times and quality content,
- Relevant– to the topics that interest the audience,
- Original– No repeats, I personally beg you!
- Somewhat entertaining– By offering a variety of quality articles from different perspectives on the same subject. (since most people enjoy gifts, remember to give value.)
Those were the “What’s” and “Why’s” on content curation. If you’re interested in reading more, such as the “How’s” and “Who’s”, watch this space, part three will follow.
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