I’m not going to lie to you, blogging is DIFFICULT!
Fortunately there is an alternative that is not only easier to implement but is less time consuming and presents many of the same benefits as traditional blogging. It’s called Content Curation.
What’s Content Curation
Simply put, content curation involves taking content from other reputable websites and using it to create a piece of information that is useful to your target audience. Typical examples of content curation would include top 10 lists that discuss the best blog posts or marketing campaigns of the year. Curation can also mean the act of using sentences or paragraphs from other writers.
Why should you curate content
There are many facets of content marketing and it appears as if content curation is one of the least discussed despite its importance. This is curious since content curation deserves to be sat at the top table of any content or social media marketing strategy since it is:
- Easy to implement
- An excellent way to build your audience
- A great way to add credibility to any content marketing campaign
- A timesaver
- An effective method of keeping you up to date with information related to your niche
Here is a great infographic that depicts the many advantages of content curation:
Adding Curation to the Content Marketing Mix
Obviously, you should strive to create original content as often as possible but curation can be used to supplement existing content.
Experienced marketers know that endlessly discussing their products reduces their target audience and potential profit. If you completely ignore all other sources when discussing your merchandise, it is likely that prospects will not take your brand seriously since there is a more than a hint of bias.
When you include content curation, this problem is handily dealt with since you are now including outside sources.
With careful research, you can curate content which only proves the veracity of your claims and this provides your brand with a sheen of authenticity. The more sources you can use to back your content up, the better your reputation will become.
Here are some examples of the curated information you can use:
- Latest news in your industry
- Blogs, events and important reports in your niche
- Content created by customers
- Content created by sources outside your niche if the information relates to your industry. For instance, a marketer could write about psychological triggers that compels customers to buy and include data from a marketing blog and a reputable psychologist’s site.
How much is enough?
As effective as content curation is, there can be a danger of using too much of it at the expense of your own original content.
There are organizations that use up to 80% curated content but this can be difficult to pull off and a good rule of thumb is to aim for around 30% curated content.
It is probably more important for a large corporation to produce a higher level of original content.
Smaller businesses can get away with a higher rate of content curation and it is common to see successful smaller enterprises take complicated data and transform it into easily digested information that consumers can understand.
This process takes a considerable level of skill but if you get it right, your company could attain unrivalled success in the content marketing sphere.
There is a fine line between content curation and simply ripping off other people’s work. In order to avoid charges of plagiarism, it is necessary to include citations or other methods of acknowledging the efforts of the original writer. For example, be sure to mention where you got the data of a survey.
In the event that you’re using the exact words of another author, include a link. Please remember that outbound links are no longer the devil since they can actually enhance your SEO ranking as long as the links are to reputable websites. If you don’t give credit for the work you use, you are openly stealing another person’s ideas and this may be a violation of copyright law.
Tools to help you with your content curation
Do you know of any other tool? If you do please share them in the comment of this blog. post. And Good luck with your content curation strategy!