Coming up with new content to post is the number one challenge for content marketers today. However, have you heard the expressions "mind the store" and "use what you’ve got?" Developing fresh content in your traditional and online content marketing strategy is important, but so is freshening up valuable, existing, evergreen content.
Benefits of Curated Content
The same way an art museum curator arranges pieces into meaningful exhibits, content curators collect content and deliver it to their audience in a fresh, new way. The benefits of including this type of content in your content marketing efforts include:
- Providing your audience with content focused specifically on your niche.
- Removing the strain of supplying a steady stream of fresh, original content.
- Supplying key messages at the right time to a more engaged audience.
- Setting yourself apart as an authority in your domain.
- Diversifying your blog and make it a point of interest.
- Driving more traffic to your blog and website.
How to Make Curated Content Work for You
Here’s how to juice up your content using what you already have at your fingertips:
- Share on social media - Instead of attempting to claim someone else’s content as your own, share a link to an industry-relevant topic on your Facebook or Twitter feed and give credit to the original author or company. This puts you in a good light, since it’s clearly your priority to inform your clients of important topics, instead of always talking about yourself. It also sets you up for a mutually beneficial relationship with industry-related companies that aren’t actually competitors (i.e. a battery company informally partnering up with companies that sell battery-powered products).
- Reinvent content for your own blog - Whatever your niche market, there’s bound to be more content on the web than you could have ever thought up yourself. Use this existing content as inspiration for your own blog. Be sure to add meaningful opinions and editorial comments that set it apart and add value for your clients.
- Generate a blast from the past – Find images, video, texts, ephemera, or media that capture your service's rich history. In a post, give readers a picture of the past - provide perspective on how these events shaped the future. Sit back as readers recollect and share their own past experiences.
- Compare and contrast different points of view – Provide conflicting points of view to strike up a response from your audiences. Selecting opposing viewpoints from industry thinkers will allow for a two-side post debate. It is up to the reader to side with the thinker with whom they feel makes the best case.
- Repurpose past presentations and interviews – Your firm gives plenty of presentations and provides plenty of interviews. Why not simplify a presentation or interview in the form of a post? Generate a list of supportive studies, statistics, data, charts, predictions, and articles. Make these concepts easy to follow. The idea is to appeal a wider range of audiences and capture their interest.
Curated content is a source for stimulating new pathways for storytelling. Become an information sponge and seek to absorb and understand different points of view. Get a sense of what people want to know and share your sensory experience by weaving a tale that gets audiences to respond and engage. You will quickly find that you can provoke a response from the audience more effectively from curated content than original content.
Have you curated other types of content? Please share them with us!
For more information about using curated content in your content marketing strategy, please contact Colosi Marketing today.