The majority of business owners think of “content marketing” as equating to writing lots of blog posts every month. That’s certainly an important part of attracting search engine visits and building your credibility. However, it’s important to remember you can generate a following and reputation other ways, too. For example, you can produce online videos, post to your social accounts, and even collect content from other sources for your readers to take in.
Content curation – the practice of bringing related pieces of information and insight together – can be a big boost for your online marketing campaigns. Let’s look at a few of the reasons it’s so effective…
It’s Probably Been Said Before
Even when you have a great idea for an article, post, or video, it’s likely someone else has touched on the subject before. If they’ve done a better job than you of explaining the issue at hand, why reinvent the wheel? You can simply post a link or a copy of their article (with permission, of course). That’s a way to give value to your readers without having to duplicate something that’s already been finished.
You Can Add Your Own Spin to Existing Ideas
If you come across a piece of content you really love, you don’t have to settle for simply re-posting it with a link to the original. You could add your own introduction, perspective, or personal story. You could even list out points you agree or disagree with. All of these let you build up your own credibility, add a little more original content, and shed light on important ideas for your target audience.
Content Curation Helps Fill in Your Editorial Calendar
It’s never easy to keep a healthy content marketing campaign moving forward, especially once you’ve used up your most obvious topics and themes. For that reason, content curation can be a great way to fill in some empty spaces on your editorial calendar and stay on-message when you don’t feel like you have a lot to say.
Gathering Content is Good for Your Own Expertise and Credibility
One often-overlooked aspect of content curation is that it forces you to scour the web for great sources of information and inspiration. By continually seeing what’s new and relevant in your business, you get smarter about your industry and stay on the cutting edge. In other words, you increase your own expertise and make yourself more valuable, both as a professional, and as an author of your own work.
A Quick Warning About Content Curation
It should go without saying that you can’t simply steal other people’s ideas and creations in the name of content curation. You should never re-post an article without explicit permission, and all source material needs to be cited back to the author or creator. Skip these steps and you could get yourself in hot water with Google and another company’s attorneys. It’s just not worth it.