Content Curation, Earned Media
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There’s an awful lot of noise across the Web. With theories like content shock proclaiming your content will soon be unable to make an impact, it’s easy for bloggers to burn out and become discouraged. But what if there were a way to use all the available content out there to your advantage? Content curation lets you do just that. Put simply, content curation is the collection of online content — related to the topic of your choosing and from multiple resources — and the sharing of that content, along with your own commentary, with your community. It’s just like when a friend asks for recommendations on the best places to grab lunch in town: You rattle off a few of your favorite spots along with why you think they’re so great. The same can be done with hot industry topics. When consumers set out to solve a problem, they turn to the Internet to do their research, but the amount of information available can be overwhelming. According to content marketing expert, Mark Schaefer, the amount of available web-based content doubles every nine months. Why not help users sift through this ocean of information by being a go-to resource for the best sources? Instead of worrying how you’re going to compete with all this content, it’s time to embrace it. Here are six benefits that just might encourage you to get started.

1. Increases industry knowledge

One of the obvious benefits of content curation is the education your community — including yourself and your team — receives from it. The online marketing landscape is constantly shifting. To stay on top of the most effective tactics requires a lot of industry reading. If content curation supplements your overall content strategy, you’ll be holding yourself accountable to ensure you keep up. Content curation challenges you to provide your own thoughts on the hottest topics. It’s not enough to share an article title with a link. A best practice is to share why it’s worth your reader’s time and attention. You may even include your personal experiences or how you might approach a similar situation differently.

2. Establishes credibility and trust

It’s no secret that consumers rely on recommendations from their peers, but they also crave information from other reliable sources. Providing them with this information improves your brand’s credibility. It gives you the opportunity to back up your claims with outside research that supports them. Over time, you’ll build a stronger relationship with your readers as they learn to trust the knowledge you have to share.

3. Builds brand loyalty

Content curation shows your audience that you care about the problems they’re facing. You’re taking the time to share information with them that doesn’t just toot your own horn. Consumers feel loyal to brands that have their best interest at heart.

4. Improves brand voice

A brand with a personality is much more likable than a brand that isn’t much more than a logo. As you curate content, it’s important to remember your own commentary, whether you share through your blog, social media or email newsletters. Your audience will begin to understand where your brand stands when it comes to industry tactics or best practices.

5. Inspires and delights

You don’t have to be all business all the time. It’s okay for a brand to share content solely for the purpose of entertaining its community. As long as you truly understand your audience, you’ll be able to delight them with content that still makes sense for your brand.

6. Increases brand awareness

As you curate content from other brands and bloggers, it won’t take long for them to notice that you’re sharing. Oftentimes, they’ll repay the favor by thanking you in front of their audience or sharing your content as well. However, it’s important to keep your content recommendations genuine. Don’t let ego-stroking be your sole motivation or you’ll quickly lose the benefits of content curation. Content curation has been around for a long time, yet many brands have not taken the time to supplement their content strategies with this effective tactic. The presentation below illustrates examples of brands that are doing curation well across many different platforms, as well as free tools that will help you get started.

Wake Up from Content Slump with Content Curation from Emily Bailey

If you’ve been doing content curation for a while, what other benefits have you noticed? Comment below to let us know.


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Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Partner, VP of Audience Native Advertising Institute
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Janine Popick Co-founder & CMO Dasheroo
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Michael Ferrari Online Marketing Consultant Pen Cap Online Marketing
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Erik Deckers Professional Writer Pro Blog Service
Bernie Borges CEO Find and Convert
Jessica Stephenson VP Marketing ExactHire
Kelsey Libert Marketing VP & Partner
Larry Alton Freelance Writer and Editor
David Tile Founder & Director Nimble Media

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