As Jesse Ghiorzi always reminds me, nobody likes the guy at the cocktail party who only talks about himself.
Well, the same goes for your company!
This means your marketing strategy needs to incorporate some form of content curation. While it’s important to establish your company as a thought leader in the industry, that doesn’t mean all of your content needs to be from your company. For example, instead of creating an organic blog about when the best times to post on social media, find one you like from another thought leader within your industry and then share it on social media with some of your own commentary. This is content curation.
Why curation is important and how to implement it
The ultimate goal of content marketing is to attract prospects to your company, thus generating new business leads. This is done by creating content that answers questions your personas, or target audience, might have. By answering their questions, you are showing potential customers that you have the answers that they need and are staying at the top of their mind.
Naturally, when it comes to answering the questions of your target audience, someone else will also have answers. So, since you may not have a unique answer for every question that a prospect may have, adding your own 2 cents to another thought leader’s answer is a great way to join the conversation, while still showing thought leadership from your own company. Doing this helps to build trust with your audience, leading to more opportunities for your business to grow. While building trust with your audience is the most important aspect of content curation and content marketing overall, curated content also helps to improve SEO, generate leads and even nurture relationships.
How to execute content curation
Just like any other aspect of your marketing strategy, you should build an editorial calendar for your content curation. Start with a software like TweetDeck. Create a list of thought leaders in your industry. Once you’ve got your list, look through your list on TweetDeck and find interesting and relevant topics that you want to address for your personas. Now, create a social media posting calendar so you can mix in curated social posts with your organic ones. This process for curated social content can also work for other areas of content marketing such as blogs, eBooks, webinars, etc.