Content Curation is basically a process of gathering or collecting complete information about a particular topic. It is an excellent way to elevate content marketing investments and supplement original content. Content curation helps in making better marketing initiatives, trust, and lead generation; while it also helps in reducing content development costs. There are five key steps for successful content curation:
Firstly, you need to identify your area of expertise, as well as your target market and value proposition. While identifying the type of content to curate, you mainly need to focus on these three perspectives:
● Audience interest: The best way to analyze your expertise writing skills just share your write-ups, articles on social media and consider your audience as the best reviewers, and if you are able to meet your customers’ and prospects’ needs then majorly focus on those topics.
● Content: The content written should be original or the transformed version of a third party’s content. As plagiarised content can create issues afterward.
● Competitor landscape: Look after what your competitors are up to. You need to ensure that content assets are curated in the correct area so that your audience easily find valuable information that your competitors have not mentioned.
Curation allows anyone to bring in the best content industry experts have to offer. The chosen topic area should be enough descriptive with major key highlights so the audience may easily understand what are you trying to explain just by reading the summary.
Once you finalize the topic, then start identifying relevant and trusted sources i.e. candidates for content curation. Sources can include:
● Trade publications
● News sites
● RSS feeds
● Industry blogs
● Electronic journals, and more.
With the chosen topic identify at least a dozen sources by reviewing content you have already taken. Prepare a backup to add new sources, particularly if you are part of a fast-changing marketplace.
Curating is necessary for organizing content assets and adding value to them. Curating content is a human process i.e. gathering all kinds of information related to a particular topic. Remember unlike physical collections, digital collections can be organized according to multiple criteria. In addition:
Never forget to add value to the curated collection you have made.
List individual items analyzed trends, summarize key points, ask questions, and provide both insights and guidance Always attribute sources and provide links under specific mentions so your audience can easily access them
Set up a process and allot tasks to your team members by reviewing sources on a periodic basis— daily or weekly, depending on the frequency of your curated postings. Curation is more efficient and effective when your organization considers it a cross-functional practice instead of the exclusive domain of marketing.
The next step is sharing results with your target audience by making use of different communication channels available or as per preference. Different segments of any target audience consume content in different ways:
Some people check their inbox in the morning or choose to go through updates via newsletter or any newsfeed in their spare time. Websites and microsites that focus on a particular topic are also relevant. Often, people also browse through entries and summaries to find relevant information.
As a content curator, you got to find out which channels the best suit your audience's habits and preferences. For instance, trends can be summarized in a tweet, and the audience can go through the complete article on a microsite.
As a content marketing strategy, content curation is unique because it relies on third-party content developed by external parties. As a result, audience behavior is different from traditional online marketing campaigns where all content is consumed within a brand’s online properties.
When it comes to websites and blog posts, it’s still important to track page views and visitor growth to determine the size of your audience and whether it is increasing. But total site visits and length of site visits may be misleading. Similarly, subscriber growth rates and click-through rates are to be checked on a daily basis for email newsletters.
There are many social media metrics to watch, including followers, fan growth, and retweets. This help to know about your popularity. By using these metrics you can easily assess the performance of the live content, and can easily rank in terms of reach, conversion, and ROI against your specific business goals.
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