In the past several years, content curation has taken the Internet by storm by confronting the problem of having too much information to choose from.
Essentially, content curation gives you the ability to easily and effectively filter out the information you actually need from all the other information cluttering the Internet. Instead of reading random articles that bulk their inbox or found on the web, readers can take the advantage of someone who is better familiar with the topic, and already did the filtering for them.
This gives brands the opportunity to create entertaining and informative content for their targeted audience without having to spend hours and hours writing content themselves.
Why is Content Curation Important for Marketers?
Eighty-seven percent of marketers admit content marketing is one of their key marketing strategies. Ethical content curation is an important component of this process. This is because curated content can be used to supplement your original content without spending a huge amount of time and money looking for this information.
Simply put, utilizing content curation tools allows you to publish a steady stream of high quality content in less than 30 minutes a day.
How Can Your Brand Use Curation to Become a Thought Leader?
1) Pick a curation tool you like
2) Create a curation calendar to determine which topics you are going to cover and when — this is important in order to become a trustworthy source of information
3) Treat the curated piece just like you would treat any other piece of content: Promote it on social media, send it on your newsletters, embed it on your blog, have others link to it and share any other way you can
4) Each quarter analyze the results and see if anything needs to changed: the tool, the topics or the distribution method
Follow these steps and you’ll find that your readers:
- Have come to appreciate the fact you have filtered through the content and brought to them only the key aspects
- Realize that they can count on you to stay on top of the latest news
- Trust you as a thought leader in your industry and come to you for advice
- Use your product
A Quick Look at Content Curation and SEO
The battle for top ranking on a search results page is highly competitive. With Google’s latest changes, sites who constantly add great content are bound to receive top ranking. However, constantly generating, publishing and publicizing original content is difficult, particularly when also looking to maintain SEO rich content. Curation can come in handy in two ways:
1) You can write shorter posts on your company blog and add curated content to make it richer
2) The curated piece, if done properly, might get ranked high on it’s own, increasing your brand’s visibility on search engines
The Importance of Sending Traffic From the Curated Piece to Landing Pages
Curated content has the ability to create an ever-green digital asset that numerous information seekers visit again and again.
Think about it, if your brand develops a solid reputation for always having useful and interesting content, you will get traffic. When these visitors flock to your content, it is the perfect time to make them offers that are relevant to the content they are reading.
For example, if your brand sells furniture, curate information to help people design their homes. They would get the added value of tips and ideas, and will be motivated to buy products for their renovated house. This is precisely the right time to mention you now have 20% sale on your website. For higher conversion, send them directly to a product category related to the content they just read.
However, if your brand is B2B, you would not want to send them to your homepage.
Your homepage is a general explanation of your product and will not touch on the points relevant to what they’ve just read.
To increase conversion, use topic based landing page templates to customize your message and better target your desired audience.
Get to Work!
As mentioned above, the first step is to choose the right tool for your brand. Here is a list of our five favorite curation tools you should try.
Since going live in late 2013, Roojoom has had a significant impact on content curation and creation. Businesses use Roojoom to build informative online guides, sales presentations, products portfolios and more. They are able to create lead generating content in a matter of minutes, and share it or embed it onto their website.
Publishers also use it to repurpose their archived content without having to bring in a “new angle” to the story. Designed to be user friendly, Roojoom makes the process of adding content from on and off the web easy. You can do this by adding PDF files, free text, links and images. They also offer a bookmark button to collect links into your Roojooms.
Best of all, Roojoom makes it easy to share content in a dynamic and engaging format while increasing engagement and brand awareness.
Scoop.it launched in late 2011 and has made an impressive impact, with over 75 million visitors during its first 18 months. Simply put, it gives you the ability to create interesting web pages you can share with the world.
Scoop.it is based on topics, or a page they produce for you with a title and permanent URL. Each topic is comprised of Scoops, or the articles that form your topic's content. There are four ways to create scoops including using recommended content, rescooping from another topic, adding a web page with a bookmarklet and creating your own. After your topic is created, you have several sharing options including posting it on social media.
Scoop.it has numerous benefits, such as improved control over what you are presenting to visitors. They have different plans to choose from so you can get the most out of their services.
Spundge is considered by many to be one of the most user friendly content creation platforms, particularly for organizations and businesses. Spundge allows users to create notebooks. Based on what you call name the notebook, a global search feed is created. The basic Spundge service includes RSS feeds from more than 45,000 sources.
They have a free service available, but Spundge also has several paid plans to choose from that give you even more options.
Flipboard allows you to easily personalize how you view content, as well as create your own business catalogs and magazines. While it is meant for tablets and phones, it can also be used on a PC. Based on your interests, Flipboard scours the internet for stories that you may find interesting and delivers them to you in a visually appealing format.
You also have the ability to design your own public magazines by adding stories you have written or found yourself.
Flipboard is user friendly and easy to setup. If you do experience any difficulties, particularly when creating your own catalogs or magazines, there is a video available that will walk you through the steps. Best of all, Flipboard is free.
For BundlePost, you will need to identify keywords and set up RSS feeds to monitor in your personal feeds channel. Feeds channels can be organized by theme, company or any other way you want. It also gives you the ability to create folders meant to hold content that never expires so you can post it at any time.
Additionally, BundlePost automatically hashtags your content, allows you to easily export your folders to your social media sites, and export content depending on a specific schedule.
BundlePost is ideal for gathering content to share on LinkedIn, Twitter and Facebook. It's easy to use. In addition to offering several different plans to choose from, BundlePost offers a free, 30-day trial period.
Although it may take a little bit of effort to set up a curation strategy, the benefits are numerous and long-lasting. Once you have everything in place using curated content gives you an easy way to improve your website without a significant amount of effort and time on your part.
In a world where everyone is a publisher, thought leaders are the ones that create quality content consistently. Curation can help you keep that steady stream of content going to become a trustworthy source for your audience.