*This is an updated post
If you’re anything like me, then chances are, there’s been a time or two that you’ve been overwhelmed by the sheer volume of content sources. How many news feeds, social networks, and interesting emails can one actually process in a day?
And while the best content marketers create great content, on a regular basis, you may also notice they do something else just as great: they complement their original content with curated content. In a content-driven landscape, most of us don’t have the time or resources to create enough original content.
Curating with a Mission
Leveraging content to reach, engage and build trust with your audience doesn’t necessarily mean it has to be your content that’s being shared. Your prospects are likely being overwhelmed by mediocre content that over promises and under delivers. Why not be a beacon of wisdom by curating quality content that actually adds value to your prospects’ lives?
The key to content curation is knowing the difference between curation and aggregation. Essentially the biggest difference is that aggregation is automated, while curation is more like being the information gatekeeper.
In order to deliver a more valuable and personal content experience to your audience (because content curation should always be personal), consider these two tips.
Don’t Share What Everyone Else is Sharing
When a piece of content goes viral, the first few shares are kind of cool. But when you start seeing the same piece of content being shared from a dozen other sources, it starts to get a bit underwhelming.
That’s where finding the best-unseen content in your industry can really give you a competitive edge. Here are a few tips to do just that:
- Use RSS feed tools like Feedly (the heir to Google Reader) to follow industry blogs and be the first to know when content is published.
- Look for less obvious content sources to pull from — find places that publish content relevant to your topic, but only 10 to 20% of the time. Why? When content is relevant to your community, the source alone will be fresh and new, which means it’ll resonate more.
- Curate from the curators! Follow them or subscribe to their newsletters to get a hand-picked list of links your peers.
Highlight Content in a New Way
I’ve noticed that I get the most engagement on curated content when I’ve taken the time to add my two cents. Adding your own voice into the mix makes it personal and also shows readers why you think the content is valuable enough to share with them.
Don’t just hit the share button, frame the content to make it more interesting for your readers. Try these tips:
• Update the default text or header to incorporate your brand voice
• Add intelligent, humorous or sassy commentary — your commentary will ultimately be what helps the content stand out
• When doing a curated post, structure the post to make it more readable and use SEO best practices to uncover keywords
It’s no secret that people want to consume content, but it needs to be quality content. If you want to be the next content curation hero, remember that it always boils down to two basic elements: discovering the right kind of content and adding your personal touch to it.
Off to you now: let us know what your tips are for an effective content curation strategy!
About the Author:
Jennee Rasavong is a freelance copywriter and blogger who helps startups and solo professionals confidently use words to grow their business online. She specializes in crafting simplified, uncomplicated content to help clients connect and convert. Learn more about her services here or say hello to her @jenneerasavong
Original Post from 2011: Content Overload/Underload
We think about the curation problem in terms content overload/underload. There is so much available content that brands are paralyzed and as a result, missing a key opportunity to leverage the experiential stories that their communities create on a daily basis. The solution, focus on collaborating with your most important content creators – your customers, fans and industry thought leaders. They will help you deliver an experiential and personal content experience that can be wrapped around the topics and themes that are most important to your community. The better approach, focus on content quality not content quantity which is why curating generic feeds is a less efficient and beneficial process.