Tag Archives: unique content

3 Big Reasons Why You Should Add Content Curation to Your Marketing Mix

Really good piece from Rachel on the CopyWriterToronto.com. It talks about why you should add curation to  your marketing mix. First let’s start with a great definition:

Curating content is much like putting together an art exhibition. Instead of randomly sharing whatever you think is interesting, you need to think about how it all blends together. In a business sense, you also must consider whether the content will attract your target audience and get them to take the next step in working with you.

The 3 reasons why you should add it to your market mix are:

  1. Produce more content, faster. 
  2. Bring more targeted leads to your website. 
  3. Increase your conversions.

Let’s talk about each one of these individually.

Produce More Content, Faster

This is spot on. Think about this for a second. With content curation you’re adding value to another piece of content. Just like I’m doing here. The original piece of content spurred the idea for me to add the commentary. Through this commentary I’m highlighting not only our ideas here but the ideas of the original content producer. This process alone allows me to produce more content in 1/10th the time it takes… in fact, content curation is the quickest form of content marketing you can do.

Bring More Targeted Leads to Your Website

Another great point. While you should be writing about what you market cares about curation typically ensures you are. I argue that you wouldn’t have found that piece of content if it didn’t resonate somehow with your target market. Because of this your sharing things that directly relate to what your target market cares about. The more content that you have that relates to your target market the more traffic you will create… in the end the web is about eyeballs and getting those eyeballs to see your stuff.

Increase Your Conversions

There’s a few reasons why curation converts. First and foremost it’s because your driving traffic to your own platform. Next, curation is typically shorter form content. This means people consume your content quickly and then start looking around  your site (or they leave). If they stick around this is your opportunity to convert. This last point is one of the biggest surprised we first noticed when we started curating– some of our curations converted better than our own unique content. This fact alone is enough for most people to start curating.

There’s much more in the story below…


Image courtesy of copywritertoronto.com

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.

What Marketers Say About Content Curation

Most marketers (57%) say they should share 10 or more pieces of content per day to properly engage with their customers, according to a recent report by Trapit. Asked how many pieces of content a company needs to share/curate, survey respondents suggested numbers ranging from 0 to 135, with the most common response being 10 pieces of content (19% of respondents). Nearly half of marketers surveyed (45%) say they are unable to meet their curation goals and admit their companies do not share as much content as they should.

Some interesting numbers here and let’s get a little deeper on the number of pieces of curated content.

This depends on your the platform your on. For instance, if you have a just a curated site (running one of our themes for instance) then I agree a goal of 10+ is great. There you’re looking to be a destination for information for a niche or market. That’s not to say you have to do that much, we see plenty of people releasing 2-4 curations a day and being successful.

Let’s say you do curation on a blog like your reading here. Your blog is a mix of your own content and curation (that you curate with the Curation Traffic Plugin). Then a 10+ goal might not be the best bet. This will depend on your frequency, your visitors, and goals but typically for most sites that much curated content to unique content muddles the water of your core messaging.

That’s not to say you can’t do that (sounds like doublespeak here), if you’ve followed any site that has used curation as a backbone (Mashable, Upworthy, Buzzfeed). Some started with unique content then merged to content/curation. Some started as a pure curation model and then melded into a hybrid of creation and mass curation.

The Best Strategy IMHO

This is based on our own success with both curation and creation of content. If you can create content on a consistent basis start there on your main site. Let’s say you can create 1 post a day. I’d suggest curating 1-2 times on this platform.

Next, add a separate site like we have here (Marketing News) where  you do just raw curation. Here you will curate anywhere from 4-10+ curations a day.  On this site your typically covering the same topics on your main site but your expanding your sub topic areas.

With this plan you benefit from curation both in an adhoc addition to your main blog but also as a full frontal strategy on a separate site. If you implement it the same way we suggest you also have much of the same call to actions and conversion opportunities across all your platforms.

This strategy is not only effective in conversions it’s also doesn’t take a boat load of time (especially if you’re using the plugin). The one key that I haven’t mentioned yet is the true driver of success– consistency.

Staying consistent in your content marketing (curation included) is the overriding answer to success.

Image courtesy of marketingprofs.com & trapit

content curation king

Is Content Curation King?


In this episode we’ll talk about, is content curation king? We’ve heard this – I’ve heard this phrase quite a bit, specifically around content marketing. I see it a lot, is content marketing king, but we’ll talk about is curation king? Or is it the queen, or is it the prince, or is it the peasant. So let’s jump right in.

Subscribe to the Content Curation Show.

What is a King in the Content Marketing Game?

When we think about this, something being king, right? That means it’s the top of the heap. It’s the ultimate ruler. It’s the thing you should really focus on. And a lot of, I guess, when I hear this phrase, especially around content marketing, I always wonder, why do we have to place this strategy above all else? Because increasingly today – and this is something probably that will go beyond curation. 

Be it social, your blog, other content platforms, any other platform that’s is coming up. Mobile, tablets, you know however people want to interact with you, your brand, your company, you have to be to interact with them in those platforms, right?

Content vs Curation

So when we talk about content versus curation and whether one or the other is the king, I think we have to really dial it back a little bit and say that all forms of marketing is in the kingdom so to say. Is in the castle. And is content, the act of creating content to connect with your target market, be it if you are a B2B – business to business marketer, or a B2C – business to consumer marketer, does content play a role? Yes. Because if you are engaging in social media, you can always curate stuff and curate stuff from other sources, but ultimately that’s someone else’s idea, that’s someone else’s product, it’s always better to be able to find ways to connect your product and to curate, to create stuff around your product I should say.

Is Curation on a Higher Level?

So, I don’t think curation is on a higher level. In some forms, curation is kind of like the prince. Not the queen. Cause I don’t know what the queen does. It depends on each dynasty obviously, some queens are more powerful than others. But I think that curation is more like a prince. And what I mean by that is you’ve got content marketing, which is creating content, creating unique content, is really a lot of times the driving source and what really creates authority and creates persuasion with your marketing.

Is Content Curation King?

But when you add curation onto that and let’s say the prince, the prince if you think about it, typically if you’ve got a very strong king that has accomplished a lot, the prince is always trying to find ways that he can live up to the name of the king. Live up to the accomplishments of the king. And that’s really where curation is placed, because curation, in it’s essence is a great strategy if you’re just getting started. It’s a great strategy to capture traffic. It’s a great strategy if you’re a content marketer to add on top of. Especially if you own the platform.

But, it will never, unless you – and I will add a caveat to this – curation will dominate the king, will essentially assassinate the king and become king if you do a really good job of it and you become a platform that is known to curate the best in your market. Then, a lot of times it will become king. You look at the way The Huffington Post got to it’s rise. Now they are obviously focusing a lot on unique content, but a lot of it was curated content, aggregated content.

Curation Platform Examples

Techmeme is another good example, that’s a straight curation platform. They don’t do any unique content. BuzzFeed is another good example. BuzzFeed started just curating stuff and even now they do a lot of curation but they are starting with unique content.

So you can do it but you have to do it in a very focused fashion and so the prince, in some ways, can outshine the king, but that prince better be good and better be ruthless, and eventually that prince will have to adopt the strategies of a king. And I believe if you do look at this – if we want to use this kind of analogy – content creation, when done right with a voice, with authority, with heart, with a why, always will win out above curation, because it’s your own ideas. It’s something people can connect with. It’s an emotional aspect done right.

Ultimately You’re Citing External Sources

Curation, ultimately you’re always pulling from someone else’s source. I still feel, even if you’ve mastered content marketing, you’ve master creation, you’ll notice everybody who has, they still curate. And they still curate on their own platform because it’s more traffic. It’s more eyeballs on their stuff. And in some aspects, when you get known as a content marketer, as a person who can create content I should say, and you put the strategy of curation on top if that, you’ve built authority, ultimately you’re looking for more eyeballs. You’re looking for more traffic. And that’s what curation delivers to you.

So that’s another interesting aspect to this.

So is content curation king? No, I don’t even think its queen. Possibly it’s a prince. I definitely don’t think it’s a peasant. But it’s somewhere in the upper echelons of the court – the king and queen’s court. So it’s somewhere in there.

And I’ll say one other thing, if you’re new to the show, if you’re new to curation, number one if you’re new to content, start with curation. Because it teaches you how to be a good content marketer. So I would suggest start with curation. We have a tool called Curation Traffic that allows you to really easily do that.

Aren’t You Already Doing Curation?

If you are a content marketer, I would suggest add curation to what you are doing if you are not already doing it. You probably already are in social media, but add it on a platform that you own, that you control, that you can monetize right away. That to me takes your audience, your authority and in some ways can double or triple the existing engagement you get right now. So that’s something that I would suggest.

That’s all for this episode. Look you can subscribe to this show in iTunes. You can definitely subscribe on YouTube if you are watching this on YouTube. Or if you are on our website CurationTraffic you can go to the blog section and see all the podcast episodes. You can follow me on Twitter at Scott Scanlon, and you can follow us on – you’ll see all the other social accounts, so that’s all for this episode. I look forward to seeing you on the next show.

Where Do You Sit in the Spectrum of Curation?

One of the biggest questions we get from new users of Curation Traffic has to do with how to curate to limit or virtually remove the penalty to search rankings.

We talk about this quite a bit in our training and cover it pretty extensively in our podcast.

Even with that I think I’ve come across a new great term to explain how you want to think about it.

In the video below from Matt Cutts (of Google) he answers a question and gets deep into curation.

Many sites have a press release section, or a news section that re-posts relevant articles. Since it’s all duplicate content, they be better off removing these sections (even with plenty of other unique content)?

The first thing he covers is the difference between high quality and low quality. High quality is a trusted source that has a strong editorial in place. Low quality is a source that isn’t highly trusted and is obvious let’s just about any type of content to be released.

The high quality site is exercising discretion (curation) in what they select to release or highlight. The low quality site is not and in many ways not adding any measurable value.

He mentions a spectrum of quality or something along those lines. I’d change it a bit to say where do you fit within the spectrum of curation?

Matt goes on to talk about something we cover a ton here. He says…
It’s probably important to focus on what is competitive or what is compelling about your site.

Instead of having some automated curation system that just fills in items based on your keywords you want to focus on what is going to keep people coming back. What is going inline with the overall value you provide on your site or your brand.

Side note: This is also the reason we’ve resisted creating a “listening platform” or content discovery platform as part of Curation Traffic. It simple causes the reverse of what you want for content curation– that is highly quality curated content that is not from some automated function.

The video ends with one of the most important points about curation– editorial philosophy. If you have a philosophy on what your about, your key value this ensures your going to link to trusted sources. With editorial philosophy comes usefulness and ultimately as a curator that’s what you want to accomplish.

In the end curation is effective when people find it compelling and can’t resist coming back to your site.

Want to easily add curation to your existing website or blog? Use the Curation Traffic Plugin that makes curating content from around the web push button simple.

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.


Curation vs Creation – Epic Battle or Opportunity for a Content Marketer? [video]


Curation vs Creation– is it a epic battle or the perfect combination for a content marketer? First up, Why Would Curation Be Worthwhile When You Consistently Create Unique Content? It acts as the appetizer for your main course.  Plus many more reasons…

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).

To get notified the instant that post comes out you can subscribe via email below. You’ll also be the first to be notified on our up and coming webinars and special curation tips we only share with members or people on our email lists.

valuable unique content image courtesy of 10ch

How to Monetize with Content Curation

How to Monetize with Content Curation

Today we’ll talk about how to monetize with content Curation. This is something we talk about a lot on this show. We will specifically talk about what are the best opportunities to monetize with Curation, how you put some of that into practice, and what are some of the things that you should look out for when you’re looking to monetize with content Curation. Well this is a subject we cover a lot, How-to monetize your content with curation and that in fact it’s probably the first thing you should think about if you’re employing content curation you’re spending your time your effort on a content strategy on a marketing strategy you should think about how do you measure your success and how do you monetize your success and at a high level there’s a couple monetization techniques that we found work really well:

  • Affiliate marketing
  • Advertising your own products and service
  • Building your sales funnel
  • Advertising
  • Permission marketing.

Let’s talk about each one of those individually

Affiliate Marketing

Affiliate Marketing, is a great way to monetize content Curation. All it takes is that you be really good at selecting your products and doing it on a consistent basis.

We recently curatedthis last Christmas season “a list of the top kid’s toys for Christmas”. We curated an evergreen list which is a series of products and kids toys and it was in the Amazon affiliate program. It did really well for us and we created an evergreen list updating it and getting it ready for the next Christmas Season. That’s affiliate marketing and how that works. You can do that across any marketing and over any niche. Some niches, and some markets don’t have as many opportunities for affiliate marketing but I should say all of these summaries can be mixed and matched that way you can do affiliate marketing and in all surety know how that plays together. But if you’re just looking to do Content Curation in affiliate marketing you definitely want to own the platform because it has a lot of tools like in WordPress that can auto attach Amazon affiliate links based on keywords there’s a lot of things that you can do that automate that process a lot so that’s one of the best ways to monetize Content Curation. Typically what you don’t know in affiliate offers is you’re a niche site that your reader may be creating. You see this a lot in the Internet marketing niche as well. Which as people curate content of the latest product releases they add their affiliate link. The challenge their is that obviously you have a larger competition and Content Curation is a low impact thing so for you to be able to monetize that you really got to be the go to source for that niche. Advertising Your Own Products and Service Second reason why people buy our product Curation Traffic is that they have their own product, service, or brand. content marketing using Curation works really well when your curating stuff around what your target market cares about. In your niche with your product or service any use of banner ads ,or e-mail opt-ins or menu items to actually convert they produce monetization opportunity.

You can visualize a website and you see it as a menubar there I one of the monetization opportunities that you should have an is easy to do is let’s say you have a service it is but like a legwork with me at whatever is unique your business right well on your curated site you can put that link into your all menu item that a monetization opportunity in addition to a banner on the sidebar of banner in-line below your content maybe even in-line text link ads that show up so that is an example of how you would monetize concentration you of the curating content adding your own commentaries but all the advertising would be cross-selling your service your product what you do so that’s that’s how you use the that monetization strategy that works really well we did after all product we did Epicurus traffic we curate content and then across sales are curate and platform we curate contents that is general news and we then advertiser product as well that creates conversion so that’s all that that’s another great strategy

Build your sales funnel

Build your sales funnel, along the same lines except the funnel is to be more focused on e-mail options where a lot of your as what what I what I think what I don’t think what I know actually I should say because we have a data to back this up.

This is a two-step process. Create a Banner ad for your side using your e-mail opt-in provider and place the forms and banners on your owned platform to create the opportunity for consumers to come and act on your invitation for subscription to your content.


on the building yourself up advertising on this is that like AdSense we put AdSense ads or you put other banner ads people pay you to place. That works really well. Once again this comes down the metrics to your site one of the things I will say with AdSense you get a little careful because not careful you to ensure that you’re doing good Curation and what I mean by that you should be doing that anyways but you if you’re do not monetize with AdSense because of Google is very careful about their network you have to ensure that your Curation is really good meaning that you’re adding commentary your curating from trusted sources with this union also follow the general rules of content Curation. You can go to past episodes of the show and you can see a lot of advice about how to do curate.

One of things I will mention  is other advertising services out there that you can use applying to those networks and the putting on your curated site works really well I think that’s another strategy I have a personal preference. I don’t like advertising other than advertising my own products as a monetization strategy because it in with expenses firsthand it’s okay but if it’s not advertising we you’ve negotiated like a direct response type a relationship or relationship with advertiser it it has a diminishing returns and it’s tough to project and so I a so with the last one that I choose to monetize what exactly is a strategy I once again it comes down to the track the can drive the amount of eyeballs you can capture the

Permission Marketing

The final thing is permission marketing and permission marketing works great where you build an e-mail list;  your building people in social networks, maybe even a mobile list as well, and then your communicating maybe affiliate offers maybe running advertising. We do in these other activities but building your permission channel works well. as well we do this up with a lot of curated sites that have an e-mail opt-in on their sidebar we also have an e-mail sometimes a two-step top 10 we talked about there’s an offer like “get the 10 steps to curating content to make money,” write something like.Then they click on that and they will go and enter their e-mail and that’s when building your permission channel a lot of our clients to that as well I see that a lot of curated sites were people by Curation Traffic they employee that the building your permission channels is, the process to monetization because want to build a relationship with your list then you can send out affiliate offers you can send maybe you’ve created a product around this site your curating it also a lot of these things complete oversold on these monetization strategies complete over but at its core those are really the 5 best monetization strategies that you can employ immediately. If your a regular listener to the show a lot of this comes down to consistency. these strategies need commitment and time for them to pay off. For you permission marketing, advertising, affiliate marketing, what wins the day what ensures that you have success with this stop is consistency and looking at it as a long-term approach being consistently sticking with it measuring your results tracking your results so that you can measure your success with the and sticking to it in a consistent manner at a lot of times I see people give up on him. I’m marketing activities and other stuff just before they get over that hill just before they get to the point where they’re actually getting to the top and start seeing some success they stop. That’s this it works the same I would monetize your content Curation look at it as of begun to ramp up you got earn the trust of your consumers to monetize with content Curation you got her the right really the monetize with content curation and that takes time so I and the great thing about concentration is low impact and it shouldn’t take a lot of time to do this stuff but on you got a good that disliking the a strategy good at it and then you can monetize.

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.