“Curation” is one of those words that’s always conveyed coolness to me. Take, for example, the job of curating art for a gallery, or curating music for a soundtrack. Cool, right? Content curation is just as much fun — and just as important.
For the uninitiated, content curation consists of finding material relevant to your audience from a variety of sources, and sharing it strategically through your communication channels. For instance, writing a roundup blog post of great marketing examples would require you to curate strong samples of content relevant to what you’re used to describe. And while very cool, it is feasible to tricky. There are many, many social networks, news feeds, emails, and infographics full of such content that they are able demand your time and attention.
That’s why the responsibility of content curation is important. Suppose of it as being a successful wedding DJ: Your selections can’t all be ad hoc and safe. After all, people can only hear Kool& The Gang’s “Celebration” so many times before the floor clears, and that sort of playlist isn’t personalized for your audience. But if you know your audience, you are able to accurately gauge the temperature of the room and have the confidence to give the people what they want.
The same runs for content curation. Instead of just rounding up the most generally popular things on the web, pick the ones that are going to be the most relevant and interesting to your audience, and provide the context around them that induces your site a destination. Of course, we never said that was easy. Where do you find this content, anyway, especially given the information overload we opened with? Good news: We’re here to help you prioritize the resources by outlining some of our favourites below.
But First, What Stimulates A Successful Content Curator?
1) Content curation should be personal.
The beauty of news roundup NextDraft is the personal touch and context that its chief curator, Dave Pell, gives to each narrative. I don’t just want a bunch of browsable links — I want to know why I should read this stuff, and how it pertains to me. That personalized context generates a type of bond between curator and reader that something like simple connection aggregators don’t humanize quite as much.
2) Content curation should construct value.
Here’s a little secret: No matter which industry your clients are in, all of them want to stay informed, but also save hour. Just like you, they have demands and canat possibly keep up with all the latest news in their industry — but they want to. Helping to solve this problem through personalized content curation presents a huge opportunity for brands to build a relationship with their audience.
If you can deliver a curated experience that saves your clients time in getting the information they need, youave taken a major step on the road of house confidence and loyalty.
3) Content curation should offset promotional content.
Customers can grow tired of brands endlessly promoting their own wares, which is why progressive brands suppose beyond products or features. The relationship clients have with brands today transcends the product itself — after all, that’s part of the foundation of inbound marketing. So while a product may initially attract you to a specific brand, itas what the brand holistically offers after the buy — like great content or remarkable service — that maintains you around.
For example, I own only one coat from the brand Arcateryx, and yet, I follow it on YouTube and Twitter, and receive its emails. Why? Because the company is doing more than pushing products on me. Instead, it’s also pushing content and an experience that brightens my day. Check out this movie series, A Skier’s Journey, that the brand played a role in producing 😛 TAGEND