Tag Archives: digital marketing

If You Want to Profit with Content Curation You Must Own the Platform

Content curation is an awesome strategy. It is a low risk, big impact marketing tactic that has the ability to convert like crazy when put into action. In order for you to use it as an effective conversion tool for you or your business, however, when it comes to monetizing the curated content, the only thing that really matters is:

YOU MUST CONTROL THE CLICK.

Well, okay, other stuff does still matter. It is important to be a good curator and build trust and authority. These things are of prime importance in order to achieve the traffic you are looking for. But once the traffic is there, whoever controls the click ultimately determines where that traffic goes.

So, for this post, I want to ask you to join me in this bubble of thought where the only thing that matters is where the click goes, be that on a link, a product, or wherever you intend to direct the traffic. Regardless of how the user found the content, where that click goes, and who controls it, is what is most important. Continue reading

The World Needs Great Editors

If you have a few minutes I highly recommend reading the transcript from a recent talk by Jenene Cossan at the MPA Magazine Sales Conference. I’ll quote liberally from the transcript and add additional thoughts but I suggest reading the transcript yourself.

The talk is about much more than just the future of publishing. It’s more about the future of content, marketing, and your opportunity to be the single best source in whatever niche or market you choose.

The Hierarchy of Needs Has Changed

Jenene starts with one of the most important realities in today’s digital landscape:

The reality is that yo​ur hierarchy of needs has also changed. Where once you might have been the only access point for a particular stream of information, or the port of call for a subject – you are no longer. You have moved from being a need to a want.

Think about that. While couched in more of a print vs online argument this is playing out in multiple industries and platforms. From television, music, print media, even brick and mortal commerce. Not only do the needs change but the expectations change as well.

This becomes obvious if you watch the way kids from 6 – 14 interact with media. They have an expectation that it’s there, it’s on demand. YouTube is what TV was just over a decade ago.

There Still Exists a Challenge of Understanding Digital

That leads me to the point of the talk that really defines where we are today:

Add to that the confusion and pressure marketers feel to understand online – a medium that runs at a speed that realistically scares the living daylights out of most people – and when you offer a nice comfy, reliable format they can physically get their hands onto and see their ad, they understand this and they sign up for that offer that was too good to be turned down.

 

Those days are numbered.

 

I’ll tell you why. Those types of marketers are not going to survive. They are a short-term win. The marketers who are refusing to move with the future will, over the course of the next few years, be weeded out and replaced by young whippersnappers who understand the concept of true customer engagement and relationship building.

While this isn’t a new phenomenon we still are in the midst of companies large and small still trying to figure it out. Some are still stuck in the old reality of the world, grasping at the last vestige of hope the models that work in the past will work in the future.

Don’t We All Want a Personal Curator?

The talk then gets to what I think is advice anyone marketing online should take to heart:

You want a personal curator, in fact. You’re completely agnostic. You don’t give a flying rat’s butt about what ‘channel’ you’re on. You care about the content. You care about what you want to watch right now.

 

You want to be informed, entertained, inspired, or whatever else you’re wanting. You want your device to be smart enough to know what mood you in, what you like to watch at this time and provide you with incredibly informative choices, wrapped up in exceptional usability.

 

You have the choice of about 300 billion pieces of content, so why wouldn’t you want this? More to the point, you’ll be totally and utterly overwhelmed if you don’t have it.

I bet if you think about how you interact with content (video, TV, news, etc) you’ll know this last part rings true. Think about when you fire up Netflix, if you don’t know what you want to watch you don’t want to have to spend minutes cycling through page after page of things  you’re not interested in. You want recommendations based on your tastes… nothing new right? After all this has been the allure of Netflix, even Amazon, Spotify, etc.

Why can’t that be you? Why can’t you be the Netflix of your industry or niche? Why can’t you be the curator (editor) of your topic.

The World Needs More Great Editors

This is where the talk really delivers a knock out punch:

The world needs more great editors.

Yes, that’s right. We need more of what you do, not less. It’s just you need to stop thinking of yourselves as magazines. That’s an outcome of where content could be housed.

 

You need to think of yourself as taste makers, curators, cultivators, community managers, the people in charge of knowing all there is to know about a subject and bringing that to life and to the people in whatever format they want it in.

 

It’s time to move on from protecting your medium turf and time to move to where the pastures are greener of being completely platform agnostic. To understanding that what you are is the expert.

There it is right there. That is your opportunity. That is way to future proof yourself in this digital marketing environment. This concept of being a great editor is the future of winning with content marketing. Without it you’re really just part of the noise. Now you can make some headway while being part of the noise but you’ll never be an innovator. I believe most people that follow us here or on our other sites want to be innovators.

The path forward is simple. Think of  yourself as a great editor. An editor (curator) within your niche or your chosen market. Be the taste maker, the one who knows more than anything else about your market. Does that take work and effort? Sure, but so does any other strategy you would employ.

You’ve Been Dropped in the Middle of a Giant Lake

Imagine your stuck in the middle of a giant lake. Would you rather tread water waiting for someone to come and rescue you, probably eventually getting worn out and drowning. Or would you rather swim one direction towards shore? Which one has a better chance of survival? It’s the same with content marketing, many people are treading water waiting for something to change and usually end up getting burned out.

Instead the answer is to go for the shore. Be the source for your market. Don’t wait for someone else to grab it before you. Be the single best resource that your market or your niche would look for. Be the encyclopedia (wait, do they have those anymore?)– the Wikipedia of your market.

If you want a blueprint for how to be relevant not only today but in the future this is it.

Ready to get started? The single best tool on the market right now is Curation Traffic. It allows you to curate content from around the web with a click of a button. With the step by step system you’ll learn how to become the source within your industry. How to find the content and stories that your market truly craves. You’ll also have the tools to easily build your authority not matter what niche or market your in.

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

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.

Business to Business (B2B) Content Curation Q&A

Alright, in this show, we’ll talk about b2b content curation, that’s business to business content curation.

We’ll cover some guidelines, some tips that we can take away when we want to employ business to business content curation in your content strategy.

Here’s a few of the main topics we dive into:

  • Is curation effective in a B2B enviroment?
  • How does curation fit in B2B Content Marketing Mix?
  • Why can B2B curation effective?
  • When might B2B not be effective?
  • The different verticals and audiences you can reach
  • Creating a B2B content curation strategy

Our Unique Perspective on B2B Content Curation

So b2b content curation, we kind of have a unique perspective on this and there’s two reasons for this. First up, we created Curation Traffic and I’d say about 50% of the people that purchase that employ it in a b2b manner meaning they’re in a b2b spac or the business to business space and they’re using content curation. So we get to see how curation is employed from both the outside and inside so to say.

The other aspect is we have our own consulting service here at You Brand, Inc., we’re a business development virtual CMO and a lot of the marketing we put into place is content marketing, digital marketing. One of those strategies typically is curation so we get to put that into practice to cross b2b and b2c clients (business to consumer). So we kind of get to see it in different verticals as well and actually go through the full process. It gives us a unique perspective on both how it is implemented from a tool perspective but how is it implemented in different verticals.

Is Curation Effective in a B2B Environment?

The first question people often ask is, ‘Is curation effective in a b2b environment?’ And I will say it is effective, it’s highly effective in a b2b environment with — not a disclaimer but one way to look at it and the way to look at this is content marketing in general too. Typically in content marketing curation, you kind of have two audiences. You have the audience that is your target market, the audience that is part of the purchase cycle, that is part of that pathway to purchase, right? You have that audience that you want to reach and that you want to influence and that you want aware of your product, your service, your brand.

So you have that audience that you can capture with curation and then you have the other audience that in no rhyme or reason for whatever reason, they follow the topic matter that you cover but they would never play a role in that sales funnel. They’re still important because they’re interested in your topic and in a lot of ways, they’re just as important as this other audience because what they do is they build the authority triggers, the authority indicators that build trust for this other audience.

What I mean by that, a lot of times, and we see this firsthand in a lot of the stuff we roll out, is that those two audiences, you need both of them because this audience that just spreads the message, that builds your trusted authority, that gives you the numbers, that gives you the — and it could be as simple as the sharing numbers that when someone from this funnel that is really your target market visits, they’re like oh okay, people pay attention to this. I can trust these people, I want to dive in deeper because they know what they’re talking about.

Without this other audience here, a lot of times it’s even tough to reach this audience so that’s something to keep in mind. And that’s kind of where it fits in, where we typically see it fit in.

How Does Curation Fit In the Content Marketing MIx?

The other aspect — and that’s kind of where I’ll lead to is where does it fit in? How does curation fit in, is it a front-facing strategy? Is it a strategy that you can lead with or is it just an add-on strategy? And this will depend on your commitment level, this will depend on how your team or you have organized your business.Generally, it can be both. Meaning that you could — let’s say you don’t have time for content marketing but you like the low end aspect of content curation meaning you have 15 to 20 minutes a day or you can task it to someone for 15 to 20 minutes a day to curate great stuff. That’s a great strategy, it allows you to participate in digital marketing, it allows you to participate out in the social web, it’s a great strategy.

So that’s a great way to do it and it’s going to stand alone itself and it’s just enough to get you by or sometimes it is a driver of leads.

Another way that we see a lot is you kind of have a digital strategy and it’s an add-on strategy. Meaning that, and we employ this a lot, is that we have a main site where we release blog posts, we release content and then we have an add-on site we curate daily and it goes to the same funnel. But the content we can do on the curated site is usually five to six times more than we can do on a unique site, just given time. So that’s how it sometimes fits in, is it’s an add-on strategy to your existing strategies, that’s a great way to do it. So that’s kind of how it fits in.

Why Can it Be Effective?

Why can it be effective? Another — and this is a question we get often, is okay, why is curation an effective strategy we should look at in the b2b environment? A lot of it comes down to, you want to be the solution for your market. You want to provide the answers for your market in an ongoing basis, it’s one of the best ways to get trust.

A way I like to explain this is imagine someone is considering your service and they’re bouncing around your website, that’s what typically, they do, right? They’ve been to your about page, they’re going around seeing what are these people about? What are they — can I trust them? What type of things can I learn about them? And then they see a living, breathing, curated site of great commentary, great content that they wouldn’t have thought of. That just adds more authority to what you do.

And it’s such a low impact thing comparatively to like a blog post or a piece of content or a whitepaper. That does take quite a bit of effort where, and I’ll say this again, content curation can be done in as little as 15 to 20 minutes a day really good and it adds so much to the authority and the branding aspect of what you do.

When Might it Not Be Effective?

The next thing is when might it not be effective? And this is kind of more of a general thing but a lot of times there has to be a pull back of understanding how you can reach your target market. A good example I can give is there’s some markets where the decision makers, where the people that can sign the check, the people that you need to influence, there is no way you’re going to reach them through digital means highly effective. It might be a direct sales relationship, it might be conferences are most effective.

Where content curation can play a role there but its role is really limited and its role is really the gut check and what I mean by that, a lot of markets, what you’ll find is you’ll go out there and to reach the target market you need to reach, they’re going to go Google you, they’re going to visit your website, does this say okay, can I trust this company? And that’s about as far as it’s going to go. Or, they’re going to task someone to do it, right? And they’re just looking for are they a real business, what are they about?

Having a curated site plays into that but it’s such a small amount of activity that you should be focused on but it shouldn’t be the main driver of what you’re doing. Hopefully that makes sense and a lot of times, this is what we find in our consulting, is that — I call it the kind of shiny object syndrome, is that people come to us with the shiny object of maybe social media or a new website or something and they think that’s kind of what we do. Which, we do some of that stuff but when we get to talking and we talk about their business and reaching their target market and decision makers, what it comes down to is you need to develop a process to reach them and then build your digital assets on authority.

Meaning, when you’ve reached them out in the real world in the phone, on conferences, through sales calls, through whatever medium, direct mail, when they loop back around and use the digital space to verify who you are, all that looks good and it reduces friction in the sales process.

So that’s a lot of times what you want to do and curation helps with that because it creates this living, breathing aspect of what you do. It’s fresh and it really does and it’s low impact comparatively to spending a lot of time and effort doing content when really, that’s not going to be a main driver of you actually going out there and capturing more business. So hopefully that makes sense.

Other things to watch out for and to think about is that a lot of the topics we cover on this show transfer over to the b2b space. Actually most of them probably are more on the b2b space than b2c because they’re good marketing practices. So, following good marketing practices meaning tracking your results, tracking the time it takes you, tracking the traffic you generate and everything else helps you make the business decision on whether or not curation is highly effective.

But I will preface that with kind of what we talked about before because a lot of times, in a lot of markets you have two audiences. You have the audience that spreads your message that would never have — I won’t say a prayer, but in some ways would never buy your product or service but they spread your message. And then you have the other audience that you really want to reach that is really small, typically a subset, but they have to see these indicators in order to — or they don’t have to. It helps to see these indicators to trust you.

So if you can build both of that, you really have a good lead funnel or you’ve built up a really good trust belt, a belt of trust that when people see, they’re like okay, it’s like the belts you see in wrestling. You know the guy won the title, or in boxing, you know the guy won the title when he has the belt across his chest, you know who won the title, right? It’s the same kind of way with content marketing. When you see these indicators, you know that hey, that’s someone I should watch out for. It gives you a good visual so that’s another aspect too.

Create a Strategy that Fits You and Your Market

So in closing, I unequivocally say any space can employ curation in a b2b environment. It’s understanding exactly the amount that you have to actually employ to make it happen, how often you should do it, where it fits into your sales funnel, where it fits into your trust funnel. So it’s kind of those nuanced aspects of it to say how much time and effort should I spend? And that’s market specific, that’s niche specific. A lot of times it’s organizational-specific too, it’s like, what’s the makeup of your team? How much time do you have?

Do you have someone that’s really passionate about it? If you have someone really passionate about it and you’re in a b2b space where you sell screws to this market but you’ve got someone that’s the best person at finding the tensile strength of screws and curating stuff around this stuff and they love it and they’re doing it anyway and you just need to build a process to get that out there because it spreads that brand and your message that much better, take advantage of that.

So a lot of times, it’s the makeup of your organization or your team and how you built your systems that really make a difference in how it fits in. So hopefully that provides some guidance and a lot of what we do is we help design that system for an organization, is, hey, we’ve got someone really good that really understands this, we just need to kind of show them the system to kind of capture the stuff and then let’s build the system to put it out to the world so we can capture that traffic so that we can capture those leads and so that we can build those two different buckets of audiences. So that’s kind of at a high level how it works.

If you don’t know how to get in touch with us, if you’re on our website, definitely you can contact us there, you can subscribe to us in iTunes or subscribe to the show in iTunes. Or if you’re on YouTube, definitely subscribe on YouTube as well. I’ll see you in the next show.

7 Rules for a Strong Digital Content Strategy

These are some great rules for a digital content strategy but also the foundation of a good content curation strategy as well.

When it comes to crafting a digital content strategy for your business, think about these 7 rules.  What other rules do you think are crucial in ensuring a successful digital content strategy?

Rule #1: Focus on your Customer First

Rule #2:  Be Consistent

Rule #3:  Get Out of Your Comfort Zone – Be Creative

Rule #4:  Communicate

Rule #5:  Create Unique Content

Rule #6:  Curate Select Content

Rule #7:  Collaborate with Customers

#1 – I’d add when thinking about your customer it’s important that the content you curate solves problems or gives them consistent breakthroughs.

#2 – One of the biggest reasons I see people fail in any marketing strategy is not being consistent. When starting create and plan a way to stay consistent.

#3 – This is big, challenge yourself to curate from sources you never though imaginable. How do you do that? By finding related topics and sharing how the tips or insight relates to your industry or niche.

#4 – Don’t stay in your hole, get out and interact with your market.

#5 – I’ve said this many times but curation drives unique content creation. After you’ve curated for any amount of time you start to see trends yourself, you also start to have additional ideas.

#6 – Have to agree there.

#7 – If you’re in a market where you have customers who create content this is a huge win-win. Curate their content or find ways you can work together to either create some unique content or think of ways you help each other spread your reach. We do this with our site by having exclusive membership tribes with Curation Traffic.

That’s all just wanted to add some additional thoughts to the article, you can see the original source down below. BTW this post was curated with the Curation Traffic Plugin.

 

How to Use Curation in Your Marketing

In today’s show we’ll talk about how to use content curation. How do you take the strategy of content curation and employ it into your own marketing.

So I’ve got this question recently from someone that was considering buying curation traffic. And they asked I think content curation is a strategy I should look at but how do I employ it? I mean what is the best way to actually use content curation? And I would say and then here is how I kind of answered the question but I’m going to expand on it a little bit.

Setting Goals

The first thing is you have to really set your goals. You have to think about how am I going to use content curation. Am I going to use it to get traffic and obviously that’s a lot of the goals of online marketing or digital marketing is to get traffic so people can see your offers, can join your permission channels. You can market to them. They can get to know you and ultimately you can form some type of business relationship or they can spread your idea. Right? So that’s kind of the gist of online marketing, having an offer and getting people to see that offer.

Curation works really good for that because one of the things that if you’re already doing content that curation allows you to do is it allows you to up your content game in really kind of a low-impact way; meaning that content curation in its kind of rawest form, especially the type of curation that we talk a lot about, short-form curation, can be easily done. So if you’re not doing it now on a consistent basis when you add to that, typically it means you can get more traffic. It’s traffic you wouldn’t ordinarily have.

Just Getting Started?

Now if you’re just getting started it’s another great strategy as well because it allows you to kind of test the water so to stay on whether or not you can employ this strategy of content marketing and curation will kind of give you feedback, real-world feedback, which I think is one of the things – this is another tangent but the question I get asked often is in digital marketing is where do I start or how should I start? And I always say the world belongs to those who ship.

So whenever you can ship an idea, a concept, an idea, your product, whatever it is out there, you’re going to get feedback from reality and I think that’s important. It’s drastically important in today’s day and age that you get feedback from reality and now more than ever you can do that and especially with content curation.

With content curation if you haven’t done any content marketing at all you can do content curation rather quickly and you can see if you can either garner an audience or if people really even care. So that’s another aspect that I would look at. Another way that you can employ content curation.

Curation Is a Great Authority Builder

Another important aspect of content curation is it does help you build authority. And it does this because we do business with people that we trust that we know and the more that you can be seen as someone who can wade through all the stuff that’s out there, all the information that’s out there and provide your audience or your target market with stuff they care about.

Or at least things that they find entertaining and engaging and that capture their attention, the more authority you can build within that market or in that niche or your niche or your market. So that’s another important aspect.

A Hidden Benefit of Curating

There’s another hidden benefit of content curation too that is, I see sometimes talked about, is something I learned first hand. I was doing a podcast called Defining New Media, and it was really 15 minutes a day and I was covering the stories that I saw every single day around new media, digital media, social media. But I noticed something after a couple months.

I noticed that when I was meeting with clients, when I was meeting with other people, when I was just talking in general. My knowledge, my sphere of understanding, my knowing what’s going on, knowing what’s coming down the road, my ability to make connections was increased because I was consistently curating content and I was consistently talking about it.

Content curation does this for everybody that I’ve seen employ it. When they do it on a consistent basis, they become more in tune with their market. They start to see trends, and in a lot of ways they start to become more of an expert, if they are not an expert, they become an expert in some ways. If they are an expert, you become more of an expert and you become more finely tuned to the nuances within your market. So that’s another really important aspect.

And let me check here just to make sure I didn’t miss anything. Learn your market, build authority, capture traffic to create leads. That’s another aspect that we don’t talk enough about in content curation. If you are doing any type of content marketing, you are doing any type of digital marketing, of course you are looking for leads.

You Learn Curation First Hand

One of the things with curation that really, and this is something we learned first-hand as well, curation, and you have to imagine your typical blog post. Your typical piece of content if you are doing content marketing is anywhere from 500-1000 words if not more. And your conversion opportunity exists within the sidebar, other aspects of your blog.

But in curation, especially short-form curation, your content to call-to-action ratio is sometimes a one on one basis. What I mean by that is if you imagine a piece of short-form curation. Let’s say it’s only this big, I don’t know if that’s the right way to do this. It’s this big, your call to action is about the same weight on that page, it’s about the same size. And we have found and we have studies, we have actual data that backs this up that in a lot of ways curation actually converts better than unique content.

Unique Content vs Curated Content

 

Now there’s one big difference here, unique content gives you the better ability, greater ability to persuade because it’s your own idea, it’s your voice, it’s your passion, it’s really kind of your key idea that’s driving that piece of content.

With curation, you are still ultimately pulling from someone else’s concept, someone else’s ideas, someone else’s insight. But the opportunity for conversion, sometimes goes up with content curation.So, it’s kind of a weird thing we discovered as we started going out there and curating, and we started looking at the numbers and we said, well that’s interesting in that our curated content sometimes in some forms converts a lot better than some of our unique content.

Now they are two different traffic sources sometimes, but often times they are the same traffic source. So it’s something to consider, it’s another advance topic around curation, but it’s something we found first-hand. So that’s another important aspect that a lot of times curation can help you increase your conversion, and it depends on some of your offers, and it depends on what you are curating.

So to wrap up, the best ways to use content curation is to build authority, to gain traffic to increase the opportunity for you to actually get prospects, get leads, get people to see your offers. The other aspect that it really helps you to understand a market, it really does. If you curate on a consistent basis, whatever market or niche you are in, you’re going to become more of an expert in that market.

So that’s all for today’s show. You can definitely subscribe, if you are here on YouTube definitely subscribe in YouTube or in iTunes, you’ll find us on iTunes as well.