Content Curation is the process of researching, archiving, and sharing content with your audience to establish your authority and grow influence.
While there’s a sea of information on the web, unfortunately, most of it is mediocre. This creates a huge opportunity for B2B marketers to pluck the best resources and turn them into digestible content for their followers.
Many B2B marketers consider content curation as an effective brand building tool which complements their content marketing efforts significantly.
According to a survey by Trapit, 74% of marketers believe curation is a crucial component of their content marketing strategy. Moreover, a Hanley Wood study found nearly 78% of CMOs think content curation is the future of marketing.
Even as content curation is a powerful tool in itself, what really makes all the difference is how you use it to build your brand authority.
Here are a few content curation tactics to establish yourself as a valuable brand.
Demonstrate Editorial Prowess
When it comes to content curation, what really matters is your ability to filter out high-quality information from a mountain of resources. It’s hard and time intensive, but that’s what it takes to establish your authority. However, as you spend more time curating content for your audience, it will be less time-consuming.
Here are some content curation tools to get you off the ground:
Remember: Credibility is paramount in content curation. Therefore, you should never become a shill for another brand to promote their content to your audience.
Contextualize Your Curated Content
When you share valuable resources with your audience, make sure to add your personal opinions, adding ample context. Your prime objective is to offer quality information in a format that makes for easy consumption. Moreover, a brief amount of personal opinion also helps you demonstrate your thought leadership, and provide additional value to your readers.
Remember: If you want to add your own resources to the curated list, make sure they are relevant to the list and carry adequate value for users. If you sound overtly promotional, you may lose your credibility as a curator.
Recommended Reading: The Best Content Curation Infographics on the Web
Craft Catchy Headlines for Curated Content
Even when you’re curating interesting and valuable resources from authoritative sources, you should add your own touch to make it look relevant and catchy to your target audience. Using a unique headline can help you get noticed and go viral on your strengths.
Writing attention-grabbing headlines is an art and you should try to work on it to get better over the time. If you’re looking for some inspiration, here are some great headlines that went viral.
Apart from a magnetic headline, you should try to make it your own by adding a relevant image, your commentary, and attribution to the original source. Essentially, you want to make it look irresistible to your audience, offering them a reason to use your resources.
Optimize Content for Easy Consumption
When you put so much effort into researching and curating content for your audience, it’s imperative to package it from your branding perspective. Making your curated content instantly recognizable offers a competitive edge as well.
There are several ways to optimize your curated content for your audience.
To begin with, use outlines and highlight key points. According to a Jakob Nielsen research, visitors read only about 20% of your content. Therefore, make sure you restructure your content in a way to help your audience scan through it easily before diving in for an in-depth reading.
Besides, incorporate your target keywords into your content to help it rank well on Google Search. Add social sharing buttons to help your readers share your content with their friends easily.
Create a Content Calendar for Curated Content
Sticking to a publishing schedule is crucial to your content curation success, especially when your followers are used to reading your content on a regular basis. Therefore, you should create a content calendar to plan your curated content well in advance, and stick to it no matter what.
There are a couple of things to keep in mind while building a calendar for your content curation strategy. First of all, consider the nature of your business and major events across the year. Also, take into account the types of audience you’re targeting and the keywords you want to rank for.
When all these are factored into, you will get to know how often you should curate content and how they align with your business goals and special events.
Courtesy: Heidi Cohen
Content curation is not a once-and-done process. It evolves with your changing promotional priorities, budget, and of course, the demand of your audience. If you remain consistent and committed to curating quality content for a period of time, you can reap the benefits in the long run.
About the Author
Susanta Sahoo is founder and chief content marketing strategist at Top League Technologies, a digital marketing start-up in Bhubaneswar, India. By offering SEO consulting services, he helps SMB’s build their online presence and boost ROI. Follow him on Twitter: @ugosus.