Tag Archives: curation tips

5 Content Curation Tips for SEO

These are not just really good tips on content curation in SEO (here’s a video we did on this subject) but good tips for creating curated posts in general. You could take all 5 of these and schedule new curated posts over the next 2 weeks. If you did that do you think you could create more traffic than you have right now?

Creating new valuable content on a regular basis is critical to an SEO with high aspirations. Really hard! That’s why content curation is so popular these days amongst content marketers and SEOers. The idea of leveraging other people’s/brands content and compiling them, adding opinions to them, and adding additional information to them in such a way that it becomes valuable, interesting, and engaging to the end-user.

  1. Most recent influential tweets about [blank]
  2. the best [blank] videos on Youtube right now
  3. Top [blank] blog posts of the week
  4. Top popular [blank] pins of the week
  5. Top [blank] products in Amazon

If You Can’t Be a Creator, Then Be a Curator

A really good point made here. Google has upped the ante for quality content and because of this it’s important that you have an ongoing content strategy. It’s also important that your site stays fresh and curates reliable sources.

There’s an important point to be made here about content creation. I think curation is a perfect strategy to test out if you can keep a schedule that would be required for true creation.

The other thing that curation does for you is it helps you get a good feel of the market. As you curate for a while you’ll start to see trends and opportunities for your own unique content.

After Google raised the standards for quality content with the Panda Update and integrated social with search, the message was delivered loud and clear to thesearch industry: only quality content can help your website sustain its search presence. This has grown the demand for content writers.

Will content published just for the sake of adding words via blog posts suffice and help your web presence survive? No.

On the World Wide Web it’s the survival of the fittest. Your blog content has to face this Darwinian test and prove that the content meets the quality standards of Google and is worth sharing.

6 Steps to Finding Your Voice with Curation

Karen Kietz at Curatti provides some great tips on curation and how it relates to telling your story. I’ve broke down these tips a bit and expanded into the broader topic of curation.

1. Figuring Out Your Authority

While having authority is the true hack to a highly effective digital strategy it’s not always necessary. You can have a very thriving niche site and have no authority at all and still drive traffic and conversions. I’d say 25% of the people who purchase Curation Traffic employ this type of strategy.

I do want to be clear, creating authority for you or your business is important but you can also have success with other strategies.

2. Purpose and Goals

This is important for any digital strategy. One of the main reasons is if you have a purpose and goals you have an objective way to track the time and effort your spending. Another important element here is curation (or any digital marketing strategy) only becomes effective with consistency. When you’ve defined a purpose and goal it’s that much easier to remain consistent, thus have success.

3. Find Your Voice

If you haven’t found your voice yet the best way to do that is to just start curating. As you go along you’ll start to figure out your perspective. The other thing you’ll learn along the way is what things (or voice) your audience appreciates or responds too.

4. Create an Identity

Increasingly the way things look and feel are playing an important role into all aspects of sales and marketing. That means the way things look, how fast they load, and the scan-ability of things are important. While this goes beyond curation the identity of everything you create is something that needs attention.

5. Know Your Audience

This is a must. We teach when you curate that you should try to find ways to empathize with your audience. Figure out what types of things that challenge them. Figure out what types of things they enjoy. Figure out what types of things they want (not necessarily need but want). Then give it to them. Be prepared when you do that that often this can be somewhat of a challenge. Often your so in tune with things that your light-years ahead of where your audience is at. Having empathy with your audience ensures that you know them well and you keep your curated content at a level and interest point they care about.

6. Broaden your Audience via Values

This is a truly secret tip to curation and in many ways brand building. Connecting to your audience through values is one of the most powerful connections you can make. Meaning find things to curate that go to the deeper feelings and level of your audience. Find the things that move them (and it might not be the core things you curate) but it’s the things they can’t ignore.

That’s our insight into these tips but I suggest you click below to learn about how curation can help tell your story…

Image courtesy of curatti.com

importance of content curation

Importance of Content Curation

Today we talk about the importance of content curation. Let’s jump right in and talk about why curation is important. When I think about why it’s an important inbound strategy one of the first things that comes to mind is…

Information Growth

One of the main reasons why curation is needed is information is growing at a rapid pace. From the amount of TV channels, streaming options, social networks, to all the other stuff vying for your target markets attention.

There is a big need and want by your target market to see through the trees. To in it’s essence get to the good stuff. That’s really what content curation is all about.

Your Target Market Wants Clarity

The people your looking to reach want clarity. They want things to be clear and they want just the answers.  It does this because you as a curator are weeding through all the noise and finding the stuff that is relevant.

In addition, typically in curation your addition some form of commentary. This is where the trust comes into play and also illustrates the importance of content curation.

Your Target Market will Trust You (with consistent clarity)

The niche that your going after is looking for information, or insight, and in some cases to even have a good laugh or a good time. If they consistently get this from your platform then your on the first step of building a relationship.

On the more consumer/fun side typically your looking to entertain people. On the B2B side your role as a curator should be to curate stuff that can solve problems or answer questions they have in their business.

Curation Distills Information

This bringing the good points up front allows your audience to test a piece of content knowing that you’ve captured important aspects, if they like that they can dive further.

In some ways every point here plays a role in distilling information and clearly outlines the importance of content curation.

Curation Builds Authority

People do look towards an authority. They look for who they can trust. This isn’t new to digital media this has been around for centuries.

We’ve always looked to who knows the most about a subject for advice. Curation is one of those indicators that tells us.

I use the analogy that people really are looking for water. But ultimately they don’t want to drink out of a fire-hose — really they want a glass of water. If you can be there providing that glass of water on a consistent basis  you’ll begin to garner their trust.

Getting Started with Content Curation

In this episode we’ll talk about getting started with content curation. Specifically, let’s say you’re just getting started and you really want to have success right away with content curation be it if you’re just getting started with content marketing, or you’re a seasoned content marketer. I’ll share with you some tips right now so that you can have the most success if you’re just getting started with content curation.

Setting Your Goals

So, let’s start with the first thing. In any form of digital marketing or any marketing whatsoever, you should start with your goals. With curation there’s a couple goals that you can really realize, I should say, and that’s probably not the way to say that, but you should be able to realize with curation. The first one is authority. If you get known as finding good stuff on a consistent basis and helping your target market gain clarity or your niche gain clarity, you will build authority. Authority is one of those things that’s built over time and it’s trust.

Authority is Built Overtime and Content Curation Builds Authority

Really, that’s what it is. Authority is I trust you to have some kind of knowledge in a market; that I look to you as a leader. So, curation works really good for that because as you hone your ability to curate and as other people realize that in your market they will trust you. In a way, and this is what you really hope for, you want them to rely upon your curated content, rely upon your ability to find stuff that they need to know about. 

If you look at the example of, and this is the drudge report, I use this example every now and then, really that the drudge report has the ability to set the story, be it culturally or politically, on any given day. That’s a lot of power and just simply by creating the top story can create what people talk about, what news organizations talk about and what, really, sometimes the internet talks about. That authority is something that you want to think about for your market or for your niche.

Curation Captures Traffic You Wouldn’t Ordinarily Have

The other thing that curation does I should say, is it allows you to get traffic that you wouldn’t ordinarily have. A way to think about this is we’re typically told to go out there and curate and in curation we’re gonna build authority because we’re gonna be sharing stuff on Twitter or Facebook or Linkedin or wherever else. Through doing that we’re gonna get authority, but we’re sending traffic to someone else. With curation specifically in the type of curation that we talk a lot about on this show where you curate stuff on a platform that you own, that you can monetize right away; that garners traffic.

Now, I’m not saying you should do this every single time, but that’s another benefit of getting started with content curation. Oftentimes, we see this a lot, a lot of people have a following in social media, but when they put curation on top of that, specifically in a platform that they own, they get the opportunity to monetize right away so their permission channels, their email lists, their social following goes up.

Getting Started With Content Curation Also Creates Awareness

Also, and this happens a lot, if you have a product or an idea or something else that really just needs awareness, people just need to be aware of it; when you curate stuff that can create awareness. I’ll give you a good example just from –I could probably give examples that I don’t have permission of from people that have bought curation traffic, but from our own stuff we curate a lot of stuff around content marketing because people that are interested in content marketing would be interested in curation because curation is a form of content marketing. So, we don’t just curate stuff on curation, we curate stuff on content marketing.

That does really well for us because what happens is that people are interested in that topic and then, that gains awareness for our curation platform. So, that’s an example of the same thing you could do in your market. It’s about traffic. The traffic that we generate not only grows our permission channels, but it actually grows our awareness and our sales cycle, and this is something you would know for your own business or your awareness cycle, is typically anywhere from 10-30 days of someone being aware of our platform that would be interested in it for purchase. So, that’s an example of using kind of the awareness traffic strategy in curation.

What Types of Content Will Your Target Market Care About?

The next thing is think about what type of things does your target market care about? What type of things are they interested in? When you’re getting started with curation it’s no good to curate stuff that no one cares about. So, really dive deep and think what challenges, what interests does my target market, does the niche that I want to garner traffic and awareness and attention from; what do they care about?

You can usually find this because there are usually people that are leaders already, thought leaders in your market. There is already specific, maybe, periodicals that discuss this stuff. So you can find this information already. This will help you really get started on the right foot because when you’re finding the stuff that people have already said, ‘Hey, that’s popular. I’m interested in this.’ Then, you at least know the type of stuff that you need to start curating about.

Is Curation a Long Term Strategy?

The next thing is realize, in some ways, curation is a long term strategy. Now, this will depend on each individual. I’ve experienced people that have put curation on top of what they’re already doing and it instantly has paid off. I remember one person recently emailed us and said, ‘Look, I just got your product and it already has created a hundred visits a day.’

So, it depends on where you’re at in your marketing, but that is something that pays off. Some people, if they have the platform already; they have an existing blog and website and following it pays off right away. But, it pays off more and more the longer you do it because the longer you do it the more trust and authority you build, the more that people will come back and keep coming back.

A lot of times what we suggest is that when you curate stuff you want to build in a way for people to subscribe to those curations. So we do something on a lot of our curated platforms where we connect our RSS feed of our curations to our email service and then every fourth or eighth curation that we do, an automatic email goes out. I was amazed one day.

I looked at the open rates and that. Some of our lists have an open rate of 50-60% on those emails and then, every now and then, we get to communicate with them via broadcast or a special offer we send out. That’s a great way and it’s grown over time. At first, that list didn’t open as much, but I noticed it grew over time and that’s because we consistently curate good stuff. We consistently are building authority.

It Also Helps in Permission Marketing

That’s another reason why when we send out, and this is the full circle of the strategy, when we notice that, we then every now and then would send out a broadcast email to that list and the open rates were the same because they were used to getting this value from our emails. I kind of deviate a little bit about it being a long-term strategy, but it’s something that I tell people all the time, with curation, that it’s a great strategy if you have an existing base, but it’s even better the more you do it.

So, if you’re just getting started this is a strategy that pays off the longer you do it. If you’ve already got a base, if you’re kind of this seasoned content marketer; yes, you can get results right away. But, the longer you do it the more it pays off as well.

The final thing is figure out… this is kind of an advanced strategy when you’re getting started with curation and sometimes you learn it more when you do it. But figure out when you’re going to curate and how much you’re going to curate.

 

Here’s some questions to ask:

  • What I mean by that is, are you gonna do all your curations first thing in the morning and is it gonna be content from the last couple days or the last day?
  • Or are you going to curate throughout the day and are you going to then, release it throughout the day? How much are you going to do?
  • If you can find five posts, are you gonna curate five?
  • Or are you only gonna curate twice a day?

Really think about that type of stuff and a lot of this happens as you do it, but you should start with some kind of plan.

How Many Times a Day Should You Curate?

For instance, I would suggest most people in most markets what you do is you start curating four times a day. Maybe not four individual times a day, but what I mean is four specific pieces of content a day, because that should take you anywhere from, if you’re using a tool or curation platform that allows this to be quick it should take you under 10 minutes, especially as you get going. Maybe at first it might take 15-20 minutes to consume all the content, to get the good points and to curate it.

But, as it’s all said and done, after some experience; you can do this within less than 10 minutes a day with four curations. I would suggest four because that gives you kind of enough where there’s four individual pieces on a daily basis that, if someone is following you, that’s enough for someone to consume.

If you do one or two I don’t think you’re covering a large enough target or a large enough surface for your target market or your niche that you might capture them. What I mean by that is if you curate two things there’s not that good of a chance that everybody that follows you or stumbles across your curated site or your curations is gonna find something they’re interested in. But, the more that you curate the more opportunity that someone is following you or stumbles across you will find something they’re interested in.

So, four is the minimum and I’d say four to eight is really where the happy medium is. If you’ve got a market that really likes to consume content, you can do as much as 10-15 a day. You just have to be set up for that. So, that’s some other things to think about.

Here’s Another Important Thing– Keeping a Consistent Schedule

The one thing I will mention, when you’re getting started with curation a lot of it is keeping to a consistent schedule. I mean that’s really the backbone of any marketing strategy, especially an inbound marketing strategy. But, if you can keep to a schedule that’s gonna pay off for your time and time again. So when you’re thinking about employing a content curation strategy think how can I keep this schedule? How can I create a schedule that will garner attention for my target market, for my niche and how do I fit that into my day or into my week? How do I ensure that my team can employ that strategy?

Those are some tips on getting started with content curation and that’s all for this episode. I’ll see you in the next episode.

5 Highly Effective Tips for Curation Success

Today we’ll talk about the steps for curating success and this really comes from our own experience from content curation but also helping other people, our clients and other people, have tremendous success with content curation. So that’s what we’ll talk about today.

Before we jump in, here’s the recording of our latest webinar, How to Drive Traffic and have success with Content Curation.

So let’s say you want to employ content curation, you want to have tremendous success about it. So I’m going to share with you today some of the tips, some of the advice that we’ve learned firsthand and some of the things we employee in our own content curation. And to give you a little back story, we’ve been curating for probably four or five years and I think everybody curates probably even beyond that.

But we’ve been using a strategy, a really focused strategy to really monetize and to drive leads, prospect and traffic for four to five years. Every one of our clients has a curation strategy that we employ as well because it’s a really good strategy, it’s a great strategy to get awareness and get traffic.

1. Systematize

So the first thing I will mention, and I’ve got some notes here so I hope you don’t mind me looking at notes, is number one, systemize. It’s a tough thing for me to do, I’ve resisted systems for far too long where I wish I would have had systems a long time ago. The more you can systemize your business, the more you can outsource your business, the more you can outsource activities that are bottlenecks in your business.

So find ways to put things into a system and document them and do this with content curation. And when you can do this with content curation, you’ll start to see the bottlenecks and you’ll start to see the opportunity that when it becomes a strategy or if it is a strategy that really works for you. I should say, content curation is a strategy that can work for anybody, I think.

The biggest challenge I see or the biggest thing that makes it not work is people don’t do it consistently. And they don’t do it consistently because it does take a little bit of effort but if you can systemize it, you can then offload some of that to someone that if they take your system, it’s really just you managing that and then you overlooking the results of that or the process of that, that’s why you should systemize it.

So think about, as we talk about these things, about the success of content curation, or the steps, I should say, think about as you go about employing it, how can I put these into systems? How can I put my content discovery in a system that I can transfer to someone else? How can I put my publishing system — a lot of times this is a series of tools, but how can I put this into a system so that I don’t have to necessarily be involved but my brand, my message, my voice is part of that curation, is making it happen?

2. Plan for the Long Term

The next thing is plan for the long term. Huge, huge thing in content curation success is content curation is a great strategy and you can get up and running but it really pays off the longer you do it. The better you become at it, the more you’re seen as a source for great information around a topic or a subject matter, the more that it pays off for you, the more it solidifies your position, the more that people look towards you. But that takes time.

In most marketing, it’s effective when people trust you and basically all marketing is effective when people trust you but trust takes time. That’s one reason why you see a lot of times anywhere if people have to see a marketing message anywhere from 8 to 50 times because they have to be able to rely on you, they have to be able to trust you. So that is built over time.

So one of the best things you can do right now if you want to have success and you’re new to content curation or maybe you’re dabbling in it, is to focus on the long term, saying, I’m going to stick to this for 6 to 8 months longer and I’m going to constantly tweak the strategy until I find what works because it does work. It’s like mobile advertising, it’s like pay-per-click, it all works.

A lot of times though, you have to dive in and you have to make a long term commitment to make it work. That’s kind of the general secret to all content marketing. If you’re committed to it and you have a strong brand and voice and you’re really committed to consistently improving, one of the biggest secrets to the reason why it works is long term and consistency.

3. Set Aside Time To Curate

The next thing is schedule or set aside a time to curate. This will depend on who you are and your schedule and your team. A lot of times people have to set aside time specifically in the calendar to actually do curation. You might have a role or position or your life might be set up where you go through content all through the day and you are able to find stuff all through the day to curate.

Generally, I find it smart to be able to say I’m going to curate, once or twice a day I’m going to sit down at 9:35, spend 10 minutes, go through my listening platforms, find stuff to curate and then I’m going to do it again at maybe 8 o’clock at night because I like to go through the news and kind of debrief my day. Whatever works for you, the important thing is to get on a schedule. This is another secret that a lot of times with content marketing and marketing in general, how you get to long term success is that you get something on a schedule that people can rely upon that builds trust.

It’s the same way with content curation, if you get it on the schedule, you get used to doing it, you get your team used to doing it. It gives you the kind of bedrock, it gives you the foundation to have success.

4. Discover Your Style for Finding Content Sources

The next thing is find your sources or style of finding sources and this kind of dovetails off what we just talked about but this is something you might have to experiment with. What I mean by that, some people enjoy social media, some people enjoy RSS feeds, some people enjoy newsletters, some people enjoy reading magazines. You need to figure out what you enjoy and how that helps you employ content curation.

So if you enjoy social media, you might have to design a series of systems for you to go out there and find content that your market isn’t talking about that you can easily curate. So a lot of this is there is no right or wrong way, I think, to find content, but it has to be effective and I think this is the other thing that I haven’t put in here that should be in here, is measure your results. If you’re spending 30 minutes a day curating content and it’s not driving leads or traffic, is that really worth your effort? So what do you have to change to make it worth your effort, are you doing something wrong?

But without measuring your results, you would never know that. Without measuring the time it takes you to curate stuff, to find the content, to actually digest it, to add commentary, to publish it and to share it, you can’t really measure the amount of traffic and leads that come in if you don’t know the amount of time you’re spending, you’re  just kind of guessing.

You also can’t outsource it because — you can but you don’t have any good idea of how to measure the success. But if you’re tracking the amount of time it takes, how long it should take and then your results of it, it’s easy to outsource that but it’s also easy to do a gut check and say yeah, this is a highly effective strategy, I should continue doing this.

5. Create a System

And the final thing is create a system for easily adding thoughts, expanding or ideas. What I’ve found is a best practice on this that a lot of times, especially if you have a set time where you curate stuff, you’ll find a lot of stuff that is great, a lot of evergreen stuff, for instance. But you really only should curate maybe five to six things a day, right, because that’s kind of what your market will bear, that’s what you should release.

You might find 10 or 15 things in a day that are really good, you’re like, hey, that’s great ideas, I want to expand on that, I want to curate that. Well that’s great to create what I like to call a tickler file or something like that. We have a series of bookmarks that we drop stuff — a good example, we curate stuff on content curation and a lot of times, we find a lot of stuff in a given day and what we’ll do is we’ll put that to our bookmark file and then when there’s maybe a slow day of content curation or we’re just pressed for time and we can’t fully go out there and digest stuff, we select from our preselected stuff that we know is already bookmarked, we’ve already said hey, this is great stuff to curate and it can be fill-in.

So that’s another great process but you want to develop that process for yourself. Maybe you use Evernote, maybe you use some other bookmarking service, maybe you use some other process. But the key thing is develop a process so that you can kind of build up a repository of stuff that gives you something to rely upon. I’ve found that to be huge because we all get busy, we all have days where we don’t feel like actually curating, we don’t feel like doing stuff and just us actually going in there and having stuff to rely upon, to fall back upon, is actually pretty good. I mean, it actually is one of the best strategies out there.

It also gives us the ability where some days when it’s a little light on finding stuff, we like to curate three to four things a day in any given niche or market. We can then usually use the fill-in to get that three or four things to maximize our traffic. So that’s an example of how that works. And that’s really all.

So to recap, we’ll talk about you should systemize your stuff, you should plan for the long term, should set aside a schedule to curate, find your sources and your style for finding sources and then create a system for easily adding thoughts, expanding or ideas for stuff that you can rely on. So that’s really the steps for curating success.

A lot of times, too, we did cover this, it’s about consistency, it’s about doing it on a schedule and it’s about committing to it. A lot of times the biggest mistakes or the biggest challenges why I see people don’t succeed with content marketing is they don’t commit to it. So commit to it and that’s kind of the hidden answer.

Well that’s all on today’s show. If you’re on our website, definitely subscribe on iTunes, if you’re on YouTube you can subscribe on iTunes as well and subscribe on YouTube. I’ll see you on the next show.

Here’s the video:

How Does Content Curation Work?

In this episode we talk about how does content curation work? Exactly what is the process that you follow to curate content?

In some ways we all curate given how we share things with social media, share things with our friends, co-workers, and family via email. But today we talk more about employing content curation as an inbound strategy.

There really are 5 core steps to how curation works:

  1. Decide what you want to be known for.
  2. Find your sources
  3. Curate and add commentary
  4. Publish your curated piece of content
  5. Promote

Let’s break down each one of those with a little bit more detail.

Here’s the Details on How Content Curation Works

The first step is decide what you (or your company) should be known for. What type of concepts, ideas, thoughts, and content do you want associated with? What type of things would you target market care about?

This is probably one of the most important steps because when you define what you want to be known for you set the right foundation for curation success.

Finding Sources

We’ve said this before and we will probably say it again. Your sources are gold. You want to be able to consistently find sources that your target market and the people that follow you will appreciate. That means you don’t curate content that everybody else is sharing or curating. We talk a little bit about this in the Horizontal Content Curation
.

We suggest you also set up a listening platform, like the one we describe in Using RSS Feeds with Content Curation.

Curate and Add Commentary

Once you’ve identified  your sources your next step is to find great stuff to share. That’s when you really want to curate and add your own thoughts.

There’s 2 ways of thinking on this. First, you can expand on the original idea or ideas from your curated piece of content. The other option is to back up your reason or share you reason for curating this particular piece of content. You might even use both of these strategies on one curation but generally your doing one or the other.

Publish Your Curated Content

This part is important and we talk a little bit about it in the episode. The main point I would bring up here is it’s important that you own the platform. Without owning the platform the the question of “How Does Content Curation Work” breaks down a bit.

That’s because curation in my mind only works when you can monetize right away. Sure there’s an aspect of building authority and trust but ultimately I like strategies (and marketing) where I can monetize the traffic and attention immediately. The post I reference above has more information on this concept.

Promote

It’s not just enough to find, curate, and publish. Your next step is to consistently promote your curated site and your curations. This is really where the traffic opportunity comes into play. First there is the immediate benefit of sharing your curations but if you take a long term approach something else happens as well.

People will start to follow your curated site and content. That’s where the authority and trust comes into play. But if you don’t promote on a ongoing basis then the strategy of curation really will never pay off. Ultimately you have to get people to see your stuff so you can gain awareness, grow your permission channels or create sales.

Ultimately following these steps is how content curation works. That’s all for a recap but we cover all these topics in much more detail in today’s episode.

Curation vs Creation – Will Curation Overshadow Your Own Unique Content?

Curation vs Creation— is it a epic battle or the perfect combination for a content marketer?

First, let’s consider the source (us), you can probably guess where we will come down on this argument, after all we’ve built a WordPress curation platform, but I tried to give this question a fair shake.

In addition, we use examples from our own curation efforts, not to push you to those platforms but it’s what we know best, and we’ve made it a mission to understand the art of curation.

Why Would Curation Be Worthwhile When You Consistently Create Unique Content?

First up, you’ll never have all the ideas in your market or niche. So when you add the strategy of content curation then your market (let’s say the people in your market) have greater potential to discover you with ideas and concepts they care about.

For instance, this curated post of an infographic has created tons of email opt-ins and actual conversions for our product. This short info-graphic is something I don’t think we would have ever created or even wanted to create. But I found it interesting and informative and knew a large part of our audience would get it.

With this example (and others I could cite) I would find it hard to argue that you shouldn’t consider adding curation… even if you created your own info-graphics. As an aside, I’ve never really liked info-graphics but here in the next few weeks we  have a few coming out… I’ll let you know how they perform.

The Appetizer for Your Main Course

There’s an argument I’ve heard (and I apologize for not knowing the exact source) it says curation is like an appetizer and your unique content is the main course.

For instance, let’s say you include curated content within a blog where for every original post you’ve curated 3 pieces of short form curation. Now imagine someone who visits your site via a curated article that they found it really informative.

What if as they scan over your site they see the popular posts sidebar widget (these convert well for us). Most likely the content listed there is going to be unique content (or you’ve set it up that way). So this visitor came in with curation (appetizer) and they eventually got to your original content (the meal).

Usually your curated content acts as a “teaser” bringing people to your site. Once there they look around a bit and discover your other curations and unique content.

Ah, But There’s Something More Powerful You Can Do

A four star restaurant isn’t known for its appetizers its known for its world-class meals, your content strategy should be the same. The curations that you serve should highlight the points and perspectives you take in your own unique content. These inline links convert like crazy:

The Inline Call to Action converts like crazy

How do you do this? By adding commentary and linking to your own unique content when it’s highly relevant. Like I said before these types of links convert really well (also another post and video to come).

Here’s another content curation strategy to employ…

You should be curating your own content. That’s right, not only should you be curating content from your market but you should curate your unique content.

Here’s why this makes sense. Let’s say your curating the top thought leaders and ideas in your market. Now throw your own content in the mix. Suddenly your content is on the same level as leaders and other top ideas in your market.

If you’ve heard the saying, “you are the company you keep”– well this is true in the content game as well. What better way to gain authority than to be on the same platform as the greats in your market?

* one note here, this only really makes sense if you’re curating on a separate platform from your original content. You also should curate out to other tools and platforms.

When Will Curation Overshadow Your Unique Content?

When your content sucks. When your content has no heart. When your content doesn’t have a unique perspective and parrots everything else or everyone else in the market. Then it’s just part of the noise. I’ve found even bad writing with a bite converts better than polished writing with zero heart.

Let’s say someone visits your curated platform and they begin scrolling down your main page. As they scan they see headlines and images, they slowly digest and decide if they want to click further. If the content you’ve created has no unique perspective or doesn’t create unique interest then it’s just as likely to get passed over.

The goal is to have your content stick out and be so enticing that when compared to the other curated pieces it creates more clicks than anything else.

But you might say…

“I can’t write or my content isn’t there yet…”

Okay, I get it, your unique content isn’t next level stuff or your simply not creating content. There is hope.

A strange thing will happen the more you curate content. You’ll start to recognize good content from bad, you’ll start to see trends in your market, and as most curators discover they get flashes of great content ideas. Curation creates a seeding ground and a feedback loop for great content ideas.

If you can’t or don’t think you can write the answer is simple– write anyway, writing is something that improves the more you do it.

When Would Curation Be Pointless?

This is usually a market specific answer and one that I will answer in more detail in a post next week. At this time I don’t want to give too much away as I’m still formulating the idea but there are times and things you simply would never want to curate (at least that’s the argument I’ll make). Sorry to tease this (it was originally part of this post but it came in over 1,000 words itself so I broke it off into a unique post).

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valuable unique content image courtesy of 10ch

What is the Role of Content Curation?

Today we’ll talk about what is the role of content curation? Specifically, where does content curation fit within the digital marketing mix or where can it fit within the digital marketing mix?

One of the initial questions we get often when we reach out to people or when people actually reach out to us, they ask “I like content curation. I think it’s a strategy that I can employ. I’m just not quite sure where does it fit in or where can it fit in?”

So that’s what we’ll talk about. We’ll talk about specifically where content curation fits in and we’ll talk about it in two distinct ways. If you’re someone that is just getting started with content marketing and you believe that content marketing can help you capture leads, help you build authority or help you actually monetize your efforts or make money online, then we’ll talk about that. If you’re someone that’s a seasoned content marketer we’ll talk about where content curation fits in as well.

Just Getting Started with Content Marketing

So let’s first talk about with someone that’s just getting started. If you’re just getting started maybe you’ve tried content marketing in the past. And I say content marketing because that’s what content curation is. I consider it a form of digital marketing but ultimately it’s a form of content marketing; and maybe you’ve tried to blog in the past. You’ve tried to create content in the past but for whatever reason it didn’t work. Or you think right now where you say you think well geez I can’t imagine myself blogging daily or weekly or whatever it may be. I would suggest where content creation, where the role of content creation fits, is that’s the first strategy you do.

 

Before you try to blog, before you try to go out there and create content and jump right in, I would suggest you start with curation. And the reason for that and why curation fits a good role for this is because when you curate you learn the skills to go out there and become a good content marketer. And one of the secrets in any content marketing but what I’ve learned in digital marketing is it’s about consistency.

Curation is a Great Way to Test Content Marketing

 

And if you can’t pick up a lightweight strategy like content curation and stick to it on a consistent basis, then you’re probably not going to be able to pick up the strategy of blogging, of creating content and stick to it on a consistent basis. There’s one big difference though. The one big difference is that with content curation you’re pulling from other sources; you’re highlighting other content and those aren’t maybe your ideas. I mean obviously they’re not your ideas. They might be your interests but ultimately they’re not created from your hand or your typing. So there’s not that heart element or that passion element. Usually it’s a topic that you’re interested in but I found, too, that if you’re passionate about something sometimes then the writing becomes that much easier.

But if you’re not, I would suggest that if you’re not already creating content around that then you probably do have to start with content curation. And if you’ve tried in the past I would still start with content curation because it teaches you that skillset and it also helps you find other great content out there; because once you start noticing great content it ups your content game as well. So for someone just getting started I would say the role of content curation is to be that initial strategy.

Great for the Seasoned Content Marketer

And then as you get good at it you graduate into more what we’re going to talk about now which is the seasoned content marketer. Someone that has been blogging, has no problem or has limited problems creating content curation. Because even now I’ve been doing content marketing for a long time there are still days and weeks when it becomes a slog a little bit with doing content. But if you’re a seasoned content marketer there are two ways I would employ content curation and I mean really the two roles that I see content curation playing.

 

The first one is the way that we do at You-Branding or the way that we see a lot of people that buy curation traffic employ. Which is they have a blog. They have an existing blog. They’re posting one time a day, maybe multiple times a day or one time a week, whatever their posting schedule is. And then what they do is they add a platform on top of that. At YouBranding we have YouBranding.com which is our main blog and then we have a sub directory called Marketing News and that is a curation platform.

Typically we curate anywhere from two to ten times a day; and we can curate there more than we can create unique content because our curations take anywhere from two to seven to eight minutes to curate if we’re adding commentary. Sometimes we’re just highlighting something, adding a quick sentence of commentary, then moving on our way. So we can curate there usually four to five times our unique pieces of content that we create. It also allows us to capture additional traffic. It also allows us to monetize that platform.

So it’s a – I would argue if you don’t have that additional platform and you’ve got content marketing figured out you’re missing out on traffic. I can unequivocally say that. I say that probably quite a bit on this show. I say it quite a bit but it’s been proven time and time again every time that we’ve approached someone that is doing content and they’re doing a pretty good job at it and we share this strategy of an additional content curation platform, it always ups their traffic.

 Content Curation Gives You a Better View of Your Market

The other role that I would say content curation plays and you’re already doing this probably if you’re doing content is you’re referencing other sources because you’re getting inspiration and ideas from other sources but I would take one day a week. Make it a Friday and you curate stuff on your main website; so maybe instead of doing a unique piece of content, if you’re blogging daily, then this could just be an additional piece of content that you’re doing maybe in the afternoon. Maybe you release your post in the morning and then you do a curation in the afternoon.

This allows you to kind of benefit from curation but also receive more traffic, especially if you’re adding great commentary to that and you’re highlighting something that your audience would care about. We do that with our curation traffic plug-in. We just typically take one day a week and we curate. You’ll see this on the curation traffic blog as well.

We do a mix of releasing the show, releasing some content, releasing white papers. But when we find something highly worthy of talking about content curation we’ll curate that and we’ll typically add anywhere from two to three paragraphs of commentary. So that would be the other role that I would say content curation plays.

 What About Curation as a Front Facing Strategy?

And both of the scenarios, the role that content curation plays and actually I will talk about one more thing which is a front-facing content creation strategy. Meaning this is a kind of a let’s say you just want to employ the content. You just want to employ content curation as a strategy as a kind of a main strategy; meaning that I don’t want to mess around with blogging or content creation. I want to be known as the best curator around basket weaving, whatever it may be. You can do that. The key that you have to really do with that is that you have to add personality to your curation. I mean we’ve talked about on the show before whether or not commentary is necessary and everything else.

If you really want content curation to be a front-facing strategy meaning a strategy that is your only strategy out there, you’ve got to be really good at creating a connection with your audience and making the commentary you do – I mean you should be doing this anyway with your commentary but if it’s just your front-facing strategy, you’ve got to be really good at creating a connection with your audience and in a way entertaining them with the way that you do your content. So and this works and this rule.

B2B and B2C Content Curation

I guess I would call it a rule is something you should approach in both a B to C, business to consumer, but also the B to B environment, the business to business environment as well. Because ultimately we’re trying to connect with people. Even if you’re selling the business, there’s still someone that has to sign the check or sign the credit card at the end of the day that is in that business. So we’re still marketing to people. So that’s the other role I would suggest as a content curation strategy, a front-facing role. You’ve kind of got to up it, take it up a notch.

And I’m not saying that someone that and to say the way that we curate or the way that I explained it where you have a blog then you have an additional platform that you shouldn’t up your curation game there but what I found and what I found from years of curating but also seeing other people curate and helping other people have success with curation is that a lot of times that additional platform, you don’t have to have as much of what I would consider this kind of higher calling of curation as if that was your main platform. So a good example of that is Techmeme. They’ve got a role to play in the way that they – they’re really an aggregator but they got a role to play to highlight what is the most important stuff in tech. Otherwise people do not pay attention to them anymore. So if your strategy is completely front-facing content curation then you’ve got to definitely step up your game.

Curation is one of the Most Effective Forms of Content Marketing

So hopefully that explains a little bit more at least the role and hopefully I didn’t go off too much of a tangent there at the end because I think that that maybe might muddy the water a little bit if you’re just getting started. So I’ll reiterate just before we’ll end this show here. If you’re just getting started, start with content curation. Even before if you’re thinking about blogging, you’re thinking about doing content, start with curation because it’s, and I’ve said this before, it allows you to test the waters. You don’t have to like really I guess I would say struggle to go out there and try to create content when you could simply add commentary to existing content and test the waters to see if you can even keep a schedule that’s going to be highly effective for content marketing.

If you’re a seasoned content marketer I think we covered that in pretty much detail. So if you have any feedback, if you have any questions, if you have any — maybe I’m completely off-base here I’d love to hear your arguments. If you’re on YouTube you can leave a comment down below. If you’re listening to this in ITunes definitely send us an e-mail at YouBranding.com and you can get in touch with us at YouBranding.com or CurationTraffic.com. I’ll see you in the next show.