Content curation is a popular content marketing tactic that brings great results for many businesses. The process involves finding related content and then presenting it as a collection in a way that makes it more valuable. For example, an article about home improvement is a great resource, but when published with articles about home improvement costs, do-it-yourself project instructions and images for interior design inspiration, it becomes an even more valuable resource.
The goal of content curation is to offer your market helpful resources that provide value, creating a reputation for yourself as a business that is there for its customers and puts their needs first. You can also use this strategy to achieve other goals like increased traffic, better brand awareness and more sales.
Here are a few guidelines to help you get started with content curation so you can start reaping the benefits at your business.
Before you start any kind of content curation, or creation, you need to set some solid goals. Decide what you want to accomplish and set some very specific measurements. A sound, measurable goal would be “Increase site traffic by 10 percent in six months” or “Get 50 more sales next month.” These goals outline specifically what you want to accomplish and give you a number and deadline to measure your success with.
Gather Content that Matches Your Goals
Write each of your goals across the top of a piece of paper and underneath each one, write down what kinds of content or topics will help you reach those goals. To get more site traffic you could publish content on your site that highlights the benefits you have to offer. To get more sales, you should use content that shows off your products and what benefits they provide for customers. Whatever your goals are, outline what kinds of content you need to use to accomplish them.
Choose content from reliable sources and businesses or organisations that your market will respect. Don’t use content from competitors, but it can be okay to use pieces from similar businesses or organisations that aren’t competing for your market.
Combine Content in a Valuable Way
Now, start organising the content in a logical, valuable way. Remember that the goal is to provide a resource that gives your market complete information and value that they can’t get anywhere else.
The way you organise your content depends on your goals but it should provide some context. For example, you can compile a list of links to the content in a blog post that ties all the pieces together. Or, you could use all the pieces to create a webcast or presentation, citing the content as sources, that helps your market solve a problem.
Add Your Own Content
As you are combining the content into one resource, look for gaps you can fill. Find places where you can add to the narrative or the value with your own branded content. Including your own blog post, article, video, pictures or other pieces of content allows you to add your own voice to the resource and make your brand more visible. Make sure the content you add is of the highest quality and where appropriate, includes calls to action that will help you meet your goals.
Publish and Share the Content
When all of the content is put together, with your own content, in an organised and valuable way, it’s time to share it with your audience. In most cases, you’ll want to publish the collection on your own website and then share it through your blog, social media and other channels. Remember, your content will only bring results if your market sees it.
Content curation can be a valuable part of your content marketing plan. The key to success is developing your strategy around goals and choosing the right content. Start by setting some goals and gathering the content. Then, add your own voice, combine the pieces in a valuable way and share it through your Internet marketing channels.