The Best Practices of Content Curation Craftsmanship
In a world swamped with content and few fresh ideas, content curation has become a regular and powerful part of a brand’s content marketing mix. However, just sharing any content is not a good idea. Great content curation is a legitimate part of your marketing mix, not just something to fill up any gaps. In this blog post, I explain content curation craftsmanship. Why is content curation is an important pillar of your marketing mix? In addition, I list 10 best practices and offer the names of some good content curation tools.
Content curation is a win-win scenario
As Pawan Deshpande defines it, content curation is when an individual (or team) consistently finds, organizes, annotates, and shares relevant and high-quality digital content on a specific topic for their target market.
Bryan Johnston is right when he says that content curation is a win-win scenario: everyone is creating content, so there is plenty of it out there. You do not have to post original content 24/7; you can share what someone else created with your followers, fans, and customers. Actually, those creators want you to share their content because it helps grow their reputation and authority. That is the win-win.
Content curation is not lazy at all. In fact, in 2017, it is necessary. We now have Facebook, Twitter, Instagram, Snapchat, Pinterest, Tumblr, Google+, email newsletters, blogs, news feeds, websites, Periscope, and so on. If you do not curate from a variety of sources, what chance do you have of meeting the demand for content on all of those channels? Little to none.
Content curation craftsmanship: best practices
So how can you best curate content? Neal Schaffer of digitalcurrent.com shares his thoughts on content curation craftsmanship in a recent article.
1. Always place audience interest at number one
You must first decide who your audience is and what their interests are. Your content curation ROI heavily depends on how you engage your customers and how they respond to you. Make sure to identify what is relevant, interesting, thought provoking, and emotion evoking to your audience. Provide content that matters to them. Once you have gained your audience trust and curiosity, everything will follow like a stack of dominoes.
2. Always pair quality with quantity
Quality and quantity are now a couple. Creating a large volume of low-quality curated content will not get your audience’s attention in the noisy social media world of today. At the same time, publishing curated content of high quality on an infrequent monthly basis means missing out on many opportunities.
Ensuring that your content is of high quality can take a chunk of your time. Develop a systematic process that is comfortable for you and raise your content curation operations to the next level. You will reap the rewards for this.
3. Create a personal database for content sources
Collecting data from a variety of sources can accelerate the whole curation process big time. This can also transform your efforts and procedures into a more holistic approach.
Here is some of the data that is very important to collect:
- URLs of everybody connected to your business, such as industry associations, customers, partners, and ecosystem players
- Social media accounts and blogs of the above, but make sure you choose those that seem most active and relevant
- Newsletters of your choice from the above that seem to offer the most valuable information
- Keywords to be used for web alerts and notifications
- RSS feeds
4. Get your arsenal of curation tools ready
Content curation can definitely eat much of your valuable time. Fortunately, there are tons of content curation tools that marketers can utilize. Marketers and curators can save much time once they learn and decide which of the tools fit with their curation needs and practices. A list of examples will come later in this blog.
5. Find the rare gems and share them
Following trends may be a good way to go whenever you are trying to come up with ideas for your content creation. This is a smart way of exposing your brand and company to a new group or audience. This may sound easy but you still have to get out of the pack. You have to do something that is unique to what others do.
There is a lot of valuable content out there that most people simply have not seen because of the democratization of information. Be the first to discover and share them. This is where your customized RSS feed comes in handy. RSS alerts arrive in real time.
6. Create curated content that can be used on multiple platforms
People nowadays frequently use different social media platforms. Keep that in mind when creating your curated content. Make sure to include the platforms you will be using in your plan.
Identify where your targeted audience usually hangs out. If they love to watch videos on YouTube, create videos for them. Also, keep in mind that your video could be shared and posted on Facebook too. The same can be said for image-related content you can post on Instagram, Pinterest, and Twitter.
Creating content with the purpose of sharing it across multiple platforms is a faster way of increasing reach and following. Curate once — use everywhere.
7. It is still about the headline
The headline game is still on today. Your curated content’s headline can make or break the success of your work. You can read my blog Easy Tricks to Write the Perfect Headline to perfect your headline writing skills.
8. Make content curation a team effort
Content curation can be more fun and effective if your team is involved in the whole process. This is a social activity. With more people involved, the speed and efficiency of the whole process also exponentially increases.
Another benefit of cultivating content curation within your organizational culture is that team members are constantly updated to information relevant to their work. In time, your team’s quality of work will improve, which will also bring your business to greater heights.
9. Learn to love metrics and analytics
You need to use metrics and analytics to check how your efforts have performed. You can see which of your curated content is better received than others by measuring and analyzing the numbers.
10. Make the original creators proud
Do not forget to give credit where it is due. Give justice to the original owner’s work. Try to impress the curated material’s creators as this will likely make them share your work with their own followers — who may eventually follow you too.
You can send a thank-you note to the owners or mention them in your curated material. Do not forget to include a link to the original article. Copying and publishing the entirety of the source material is a big no-no.
Content curation craftsmanship: content curation tools
Content curation craftsmanship requires curation tools. Buffer and Hootsuite are known content curation tools but have you heard of Flockler, ContentGems, ContentStudio.io, Storify, Thinglink, Bundlr, Curated.co, SlideShare or DrumUp? They might be the perfect tool for you! Another option is just entering “content curation tool” in your search engine. You will find tons of suggestions.
Content curation craftsmanship: other cool content curation tips
In my 2015 blog post Cool Content Curation Tips the Successful Entrepreneur Knows, you will find the three s’s of content curation, why content curation is valuable, the traits of a successful content curator, more best practices, and more great curation tools. If you are an entrepreneur, you can learn a few content curation tips and tricks that increase your business success.