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- 11/11/2013

Ecommerce, Social

How You Can Use Content Curation to Supplement Your Content Marketing

Do you often feel pressed for new ideas when it comes to creating content for your blog? This is a common pain point for most online content creators, especially ones who also have a business to run.

Thankfully, there’s a way to create awesome content for your audience without having to spend hours upon hours of coming up with the next “big thing” when it comes to topics. It’s called content curation.

What Is Content Curation

Content curation is simply the process of grouping like pieces of content into one post as a resource for your audience. For example, let’s say that you are a search engine marketer. Your target customers are most likely to be interested in the latest search engine news, and particularly, the latest news from Google. Each time Google releases a new algorithm update such as Panda, Penguin, and Hummingbird, hundreds of blogs will write about it.

To keep your customers up to date, you have two options: write about each new update yourself or curate the top posts about each update into a post such as “50 Experts Talk About Google Hummingbird” or similar.

So what are the benefits of doing a curated post like the example above? Here are the main two.

  • Your customers will know that you are staying on top of the latest news.

  • Your customers will love you for going out and filtering out the top content out of everything that is available on a topic.

And, of course, the benefit to you is that the people you link to will be grateful and (in many cases) will help spread the word on social media.

How to Do It in Any Industry

There are a few things to keep in mind when it comes to content curation. First off, when looking for content to link to, you need to make sure you are not grabbing content from your competitors. The last thing you would want is to create an article for “50 Great Hair Accessories” and have a potential customer of yours end up buying from someone else.

Next, content curation should not involve content theft. It’s ok to link to a page or post from another person’s website with a short summary. However, it’s not ok to link to a page or post from another person’s website after copying over 50% of the content upon it.

Finally, make sure that the content you are curating is of interest to your target customer base. While a post on “50 Cute Corgis” is going to get a lot of buzz (because who doesn’t like puppies), if you sell car insurance, all of that buzz is not going to lead to a sale. You’d be better off with a post on “50 Car Safety Reviews for Families” or a similar post.

Finding the Right Balance

While content curation can lead to a lot of social buzz from your target audience, you don’t want to only highlight others on your blog. You need to find the right mix of unique content created by your business and curated content from others. If you create five new posts for your blog each week, then one of those five can be curation. If you create one new post per week, then one post a month can be curation.

The point of a business blog is to help you demonstrate your business’s authority in your industry. Make sure that your knowledge shines through above all, including above your ability to find great content by others.