“Content curation is for lazy marketers. Not to mention, it’s entirely impersonal.”
I nearly spit my coffee out when I overheard a fellow marketer utter those words. I mean, how dare he! And at a marketing conference?! Tsk, tsk, tsk.
For the record, the life of a content marketer is not as easy as it looks. We’re responsible for producing mass amounts of content on the reg. As a result, a lot of us don’t have the time, staff, or budget to publish enough content on a daily (or even weekly!) basis. Not to mention, the web is inundated with so much content. So much, in fact, that it’s often difficult to truly stand out.
So, when faced with such a dilemma, what is a marketer to do?
Content curation, that’s what!
But before I get ahead of myself, let me very simply re-define content curation and tell you why you should implement it into your marketing mix.
As marketers, we all know it can take several hours to create something both solid and original. What’s great about content curation is that it saves precious time. Unlike content marketing, which mainly revolves around consistently developing fresh and engaging topics, content curation is about discovering, collecting, and presenting meaningful digital content to your community.
Almost all content marketers curate content in one way or another. According to Curata, only 5% of marketers worldwide never share other organization’s content, while nearly 33% share blogs, industry publications, and other resources from outside sources on a daily basis.
But it’s not about sharing whatever you stumble upon — content curation is about collecting and presenting content in a targeted and optimized way. It takes time to evaluate, curate, and share blogs, photos, and videos that not only resonate with your audience, but support your brand vision and messaging.
Content curation is becoming an important tactic for maintaining a successful online presence. In fact, a recent study found that leading marketers are using a mix of 65% created content and 25% curated content. While there are numerous benefits of content curation, here are four that top the list.
I’m a huge fan of Paper.li. Their platform automatically extracts and analyzes articles, blog posts, and rich media content based on topics you’re interested in; from there, you can publish free “newspapers” to share with your community. [BONUS: to add icing to the cake, they also host #bizheroes, an action-packed Twitter chat held every Tuesday @ 11am PT/2pm ET]
Once I was introduced to Pocket, I discontinued my laundry lists of bookmarks and Google docs. Pocket allows you to quickly save interesting articles, images and videos you find online so you can go back and reference them at a later date. Install Pocket’s browser extension for easy curation or download the app for on-the go and cross-platform usage.
With a similar look and feel of Pinterest, Scoop.it allows you to curate content and connect with others who are also creating content in your niche. The free version allows you to monitor one topic for posting on two social media accounts.
Questions about content curation? Tweet us at @RecoveryBrands!