By curating content, you help you audience discriminate between important and trivial content. No one has the time to sift through information to find what they need for every single field they have an interest in. It’s tiresome, and takes up a lot of their free time and energy they could invest in something else. If you make it your job to find worthy information for them in the field your business belongs to, you become valued in their eyes, and so does your product/service.
Content curation helps curators themselves develop as professionals. By gathering content, sorting out current and correct information and making sense of it in a context, curators develop their skills and stay informed about the latest news in the field.
You can make your company’s pages the leading authority on topics related to your business field. If you are a go-to source for a topic, you will be perceived as the best product/service provider in your niche.
Also, listening to what others in your field have to say is usually of utmost importance. Ann Handley, chief content officer at MarketingProfs said for Curata:
“I use it to listen … to see what else other people are publishing. What are the hot buttons for marketers? It’s a way to prospect socially through your content to create more content that’s engaging.”
Since you do not always have a whole bunch of original material available to you, content curation can be of great help when it comes to inbound marketing. Serving your audience with content from all around the web that they would be interested in can sometimes prove more effective than coming up with your own, original one piece of content.
The Stages of Content Curation
Content curation is a process which requires commitment and all stages are equally important parts of it. Going through them, you will develop a routine, improve your organizational skills and become increasingly better at content curation. The stages are as follows:
Creating Audience Groups
If you are using content curation, you most certainly want to promote yourself or your business as a go-to source of quality content and useful information. Inbound marketing is all about getting the audience come to you, and is there a better way to do it than providing what they need, when they need it, even if there is no direct and obvious gain for you? You/your company gets perceived as generous and oriented towards customer satisfaction, which is the exact image you want them to have if they should buy your products and pay for your services.
However, not all types of audiences need the same type of information. Two completely different age groups could be your potential buyers due to totally different reasons. For example, if you’re selling smartphone apps, both teenagers and people aged 40-60 could potentially be interested. The difference is that teenagers want to text, chat, and browse for fun, while the other age group is more interested in apps related to currency exchange, banking, taxes, etc.
Of course, you are going to curate content on social networks, meme websites and chat platforms to teenagers, and a completely different kind of content on taxes, banking and housing for the other group.
Searching for the Best of the Web for Each Group
Now that you’ve defined your audience groups, you should make a list of up to 5 topics for each group. If you have more than 2-3 groups, lessen the number of topics.
There are a number of places where you can look for good content, organize it and prepare it for “sense making”. You can usually organize the content according to the topic, which is very useful when you are covering several topics at once. Here are some of my favorites:
In this day and age, curation of content is one of the essential parts of inbound marketing efforts as it helps you gain trust and become information provider without using up your entire budget for fresh content creation.
Nobody needs more articles way too similar to those already written. We need truly fresh information and people to bring order to the existing content.
We need good content curators. Perhaps you should become one.