Being a thought leader has always been a priority for businesses, but not particularly easy to become. Even if a brand is incredibly innovative, creative and effective, it won’t grow if it’s not being proactive. With the importance of online presence increasing, brands must find different ways to engage with their audience and to present new ideas to. One easy method to developing and succeeding in thought leadership is, simply, content curation.
In my previous article, Curate to Lead and Leave Your Competitors Behind, I wrote how a majority of marketers (85% out of 400 surveyed) pursue content curation to establish thought leadership. The strategy of searching, collecting and displaying relevant content from the web shows a brand’s ingenuity in recognizing ingenuity in others. However, it’s a difficult task for a brand to curate content when they are not familiar with this strategy.
Here are some tips brands should keep in mind when curating:
1. Relevance: When a customer visits a brand’s site, they expect the site’s content to be relevant to the brand’s core message and goals. If a business is focused on health and fitness, it should not have content on fashion or home decor, and vice versa. They are unrelated subjects. By seeking out relevant content, brands not only become knowledgeable on the latest trends in their market, but with all the relevant content on their site, they also become the go-to expert in their field.
2. Insightfulness: It’s important to note that curated content is about quality as much as relevance. A brand should always provide informative content to their audience - content that teaches and motivate their audience. Read Patrick Spenner’s “Two Qualities of Content Marketing that Matter Most” for details. Content should incite thoughtfulness and consciousness in a reader to act and be a lasting customer of a brand, and brands should always input their own insights on the collected pieces. Adding one’s voice - a comment, a perspective, an anecdote - will allow more depth and credibility to the material.
3. Shareability: Being a part of the internet is also about being a part of a large social sphere - all content should be and is shared. For the content curated by brands, customers and clients should be, not only willing, but happy to share with their online social circles. Curating content in itself is sharing content, and brands should ensure that their curated content is shareable.
Although there are a lot more tips on what brands should keep in mind when curating content, relevance, insightfulness and shareability are the basics that will start, retain and build a brand’s thought leadership. A brand’s corporate credibility is dependent on its ability to invent, recognize, and to be a part of new ideas.
Readers: Do you agree with the three basics? What other advice brands should keep in mind while curating? Please comment below - I’d love to hear from you!