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Effective content curation is like being the editor of a niche magazine that publishes only the best, high-quality articles that appeal to a specific audience. Ineffective content curation is like spam. You put a little of everything into the mix – especially trending viral stories! – and hope something sticks with somebody. Or, you just regurgitate what someone else has already said and post a link.
The problem with either of these approaches is that they devalue your brand. They also can ding your SEO score. This is why content curation sometimes gets a bad rap.
There’s so much content out there! Content curation can be a useful service to help your audience make sense of it all and also is central to driving social media. That’s not to say you shouldn’t produce original content relevant to your brand and industry. You should. Original content is how you drive prospects to your website and convert leads. It’s how you rank higher in search. It’s how you build your brand voice and establish credibility with customers.
However, content curation has real value too, especially for companies new to a space, in that it’s a good way to align with experts in an industry and show that a company has its finger on the pulse. It also allows a company to showcase different sides of an issue and take a stand. It can help demonstrate that a brand is part of an industry community and is relevant in important conversations.
But, as I said, there are certainly good ways and bad ways to do content curation. Here are a few tips to consider:
In today’s social media environment, it’s almost a given that you, as a marketer, will engage in some form of content sharing and curation. To gauge what kind of curated content resonates most strongly with your audience, we suggest watching your analytics to see what’s getting clicks and shares and comments. You can then use this data determine if and how you need to tweak your content strategy to better meet your marketing and business goals.
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