When it comes to marketing your business, there’s a lot to think about. Why invest in content curation? Let’s talk through some of the benefits.
First, content curation must be a piece of a larger content marketing strategy. Still, need to pull a plan together? Check out the Hubspot guide listed at the end of this article to get started laying out a content marketing strategy. (Did we curate a useful resource within a curation post? Yep. So meta.)
If you’re already using content marketing, here’s why content curation should be a part of your game plan.
You should never underestimate the importance of content curation. To build trust with your audience, you need to get them on board with what it is that you're saying and do so in a way that they find interesting and engaging. This can be achieved by providing value-adding context surrounding key points or giving readers an insider look at how these things come together for those who may not know already.
Earn expert status
Passing relevant news and trends along to customers elevates your business as a go-to for trusted information and boosts your brand awareness. When people know that they can rely on you to deliver useful info, they’re more likely to open your emails and visit your website.
Invest time in defining how you want your customers to think about your brand. Be deliberate about what you share over email or social media; don’t firehose your subscribers and followers with irrelevant content.
It’s hard work to write a blog and develop other quality original content daily. What happens when you don’t have time to write a post? This is where curated content can help.
You should already be staying up-to-date on industry news, trends, and forecasts. Why not gather the most useful articles and social media posts you find, and share them with customers? It’s faster and more cost-effective than creating original content and serves the same purpose — to keep the conversation going.
Think of content curation as another way to deliver value. Share content that educates and helps customers make decisions. If you run a tree trimming service, you want your customer to read a news report about tree trimming ahead of hurricane season.
Content curation delivers value without making it all about your business. Why is that important? People don’t like others who only talk about themselves. The same goes for content marketing strategy. Successful content marketing encourages conversation, and it doesn’t dominate it.
Better understand customers
Sharing curated content is a good way to quickly figure out who your audience is, especially when you’re just starting to build your audience. Tracking performance on curated articles allows you to learn what your subscribers and followers find valuable quickly, as well as the format they like to consume it in (e.g., email newsletter, tweet, vlog).
You can also use those learnings to inform your products or services better. For example, a community bank that notices subscribers like articles on personal finance can offer a webinar on personal finance basics or personal finance consultations geared toward young adults.
Grow your business
Curation allows you to share more content more often. People will notice if what you’re sharing is worthwhile. They’ll also be more likely to think of you the next time they need to make a purchase.
Curating content is all about elevating others' work, which also happens to be a great way to meet like-minded people. In addition to encouraging dialogue with customers, leverage curation to connect with leaders and influencers in your industry. Also, know that others are more likely to share your stuff when you’re sharing theirs.
The internet is a bottomless well of information and content. Curation helps your business stay sharp by keeping you and your team plugged into the news and reports that are most relevant in your work.
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