“Content Curation” may sound like one of those meaningless buzwords made up by marketers, but it can actually be a powerful tool in your small business marketing toolkit. Simply put, content curation consists of finding, selecting, and sharing the best, content that is relevant to your ideal customers and prospects.
The rise in popularity of content marketing means that not only is more content being produced, but our prospects and customers are also being flooded with eBooks, webinars, special reports, and all kinds of other marketing content. Since anyone can publish information, how do I know who to trust? How do I know whether a particular piece of information is important to me?
Your customers and prospects are asking these types of questions all the time. Just like us, they would love to have a trusted source for news, information, and insight focused on the information they care about. Having a trusted source who finds ands shares relevant information is valuable, but the real value comes from providing insight into how that information affects me and my business. It is this type of content curation (information plus insight) that will establish you as the “go-to” source for information in your market niche.
Other Benefits of Curating Content
Sharing content that educates and builds trust is key to the success of your small business marketing system. In some cases you must create the content yourself as it pertains to the unique way in which you help customers solve problems. There are plenty of opportunities to share other peoples content throughout your Marketing Hourglass. Here are a few examples of how your can enhance your content marketing with content curation:
- Content curation can help you get found by attracting links from LinkedIn, Facebook, Twitter, etc., as well as links from other web sites. These links can help boost your traffic and gain visibility on search engines.
- Curated content can also be a great tool for keeping prospects engaged and moving forward in your lead nurturing campaigns.
- Sharing the information you collect, along with your insights, also helps you be a better networker – building relationships by adding value. This sharing also helps you stay “Top of Mind” with your strategic referral partners, leading to more referrals and opportunities.
Finding Content to Share
Most professional service firms and B2B companies typically receive a lot of information marketing content that their customers, prospects, and referral partners would find helpful. You probably receive this type of information in industry newsletters, magazines, blogs that you follow, association news, etc. By selecting the items that are relevant to your audience and adding your insights regarding why this information is important to them, you provide them with great value and (when done consistently) establish yourself as an industry expert. Here is a partial list of potential sources of information that you can share:
- Industry specific newsletters
- Links to content and media you find on LinkedIn, Twitter, Facebook, or other social sharing websites
- Industry blogs that you follow
- News aggreators like Alltop or Techmeme
- Talkwalker or SocialMention or other social listening tools
- Press releases you receive or find on services like PRWeb
- Industry reports, survey results, statistics, and research
Content Curation Tools
Software tools can be a great help when it comes to gathering and sharting content on the web. Be careful though, don’t think of these tools as a “silver bullet”. Most of the value (and marketing benefit) comes from the personal touch you add by filtering and adding perspective to the content that you share.
There are many software tools, free and paid, that do a great job of helping you collect and share information related to your topics of interest. Here are a few examples to help you get started:
- Storify – Storify users tell stories by collecting updates from social networks, amplifying the voices that matter to create a new story format that is interactive, dynamic and social. Discover meaningful social media from the best storytellers online, including journalists, bloggers, editors and people like you, too.
- Paper.li – Helps you create your own online newspaper. Paper.li helps you automatically find, publish & promote engaging articles, photos and videos from across the web.
- Silk – A Silk site lets publish your collections, add structure to your information and gives you many ways to filter and visualize your content.
- News.me – Delivers top stories from Facebook and Twitter to your inbox
- Scoop.it – Allows you to create topic pages where you can collect content from around the web, add your insight, and share.
Sharing marketing content that educates and builds trust is an essential component of a modern small business marketing system. Creating original content is a great way to help establish your brand, but it can be time consuming and difficult. Augmenting your content marketing strategy with curated content, along with your unique insights into that content, can be a great strategy for attracting new leads, converting prospects into customers, and generating more business through referrals.