Effective content curation can pay huge dividends to any content marketing strategy. Not only can it supplement original content creation, but it also helps brands diversify their voice and connect with relevant industry experts.
Content curation is the process of collecting, organizing, and sharing content to your audience across mediums like your website, emails, or social channels.
If you’re considering implementing curated content into your digital marketing plan (I’d highly recommend), then you should consider these quick and dirty content curation tips.
1. Know your brand voice and identity
Before you start curating content from outside sources, you need to have an understanding of your brand’s voice and messaging.
If you don’t already have one, you should create a content style guide. This guide should cover your voice, tone, topics, and other expectations for your onsite content. This style guide can also help set parameters and expectations for the style and type of content that you choose to curate.
Keeping a similar style to your curated content will provide consistency and an identity for your brand.
2. Add curation to your editorial process
Curated and original content should coexist within your larger digital marketing plan. This means you should add curated content to your editorial process. Much like you review and edit original articles, you also should review content that you want to curate to ensure its cohesiveness to your larger editorial calendar.
You might also consider brainstorming topics that you want to cover in an upcoming month so that your curated and original content are consistent and uniform.
With your editorial calendar including curated and original content, you’ll have a much more organized and strategic content plan.
3. Use curation to network
Curating content is a great way to scale your brand’s content marketing efforts, but an added bonus is its ability to help you establish relationships with other brands or experts in your industry. An easy way to do this is by curating industry experts’ quotes and responses into a long-form article on your website. Select a topic and reach out to relevant brands or experts to participate in the discussion.
Not only will you have a resourceful piece of content for your website, but you’ll also be able to start relationships with other industry experts that can be useful for other opportunities.
4. Leverage different types of content
One of the best parts about curating content is that you don’t have to physically create the piece. This can be very helpful for smaller brands that don’t have the budget to invest heavily into content. Curating content requires very little resources and allows you to tap into all forms of content. Thus, you should take advantage of this and try to curate different types of content. This could mean infographics, white papers, videos, interactives, or podcasts among others.
Even though your brand might not have the means to produce these rich-media forms of content, you can always curate from a trusted resource.
5. Add your own twist
Simply put, Google doesn’t like duplicate content. Thus, you should avoid curating and republishing a piece of content on your site without making any modifications to make it unique. Consider adding something simple like an introduction citing that the content was originally published somewhere else with an explanation why it is relevant to your site. You should also rewrite the headline so that it flows with the style and voice of your other articles.
Adding your own twists will help you avoid duplicate content issues, but it will also help maintain a consistent voice and style across your content.
6. Add internal links to the content
Another way to add value to curated content is to use a strategic linking strategy in the posts you curate on your site. Internal linking plays a major role in on-site SEO and just as you should be placing internal links in your original articles, so too should you be placing them in curated content.
Don’t over optimize, but do look for opportunities to link back to other, relevant resources on your site.
7. Curate across different mediums
The easiest and most common place to curate content is on your social channels. In fact, it’s estimated that roughly 47 percent of all social media clicks are on curated content. With that said, social media isn’t the only place you should be curating content. Emails and blogs are two extremely powerful mediums for content curation. Consider creating a weekly or monthly roundup that covers all relevant topics for your industry.
Collecting these posts and sharing them in an email or blog post will help your target audience save time from researching the topics piecemeal.
8. Be committed to the curation process
Consistency is one of the most important tips for content curators. While curating content is faster and cheaper than creating original content, it still requires commitment. To be successful, you need to invest the time and other resources needed to properly research, collect, and share content. This means you might need to hire a professional curator who has experience and an understanding of the nuances. You also need to commit to publishing content consistently, even if you don’t see immediate results. Finally, the content you share needs to have some level of correlation, even if it’s a peripheral topic, there should be some form of relevance to your business.
Content curation is one of the best ways for digital marketers to attract and retain customers’ attention. It’s a faster and more affordable alternative to creating original content and can provide similar results. Additionally, curating content from other experts in your industry is a great way to open a dialogue and start a relationship.
If you’re looking into content curation for your digital marketing strategy, you should keep the 8 quick and dirty tips above in mind.