Question: Our company wants to use curation to find and share more content. However we don’t just want to share the same content as everyone else. What do you recommend to make our curated content stand out?
If you have stopped by this blog before then you know that I am passionate about using curated content to show diversity, share great information and even build reciprocity with other brands. Today, I want to talk about a practice that I think more companies need to follow to make their curating efforts more valuable. Specifically making curated content relevant.
Too often businesses share a lot of popular or useful content but they just fire it out. They post it on their Facebook page, they Tweet it out and they share it on other viable social networks to let their audience in on what they found. What they don’t do is make the curated post contextually relevant.
Say for instance I find a post about content marketing that I want to share. Given the nature of our business and our client, most content marketing articles apply to our audience. Having said that, there are over 347 blogs posted every minute online, so just posting it may not get it the attention it deserves.
One way to combat that is to add context to your curated post and then share. More or less a snippet of what the post is and why it is relevant. Of course you have to take the network you plan to share on into account so if for instance I was going to curate this very article, it may look something like this.
Twitter: How do you make your curated content stand out? (Insert Relevant Link) #ContentMarketing
Facebook/G+/LinkedIn: With more than 347 blogs being posted every minute, curating and sharing content isn’t enough. Ask yourself, how do you make the content you curate more relevant to your audience so they can quickly see the value in what you are sharing? Check this post out to learn more.
This way the content is relevant for the network and the reader. Quickly they can discern what the post is about and why they may want to read it.
In a cluttered world it is important to make your original and curated content stand out. When you share it, make it relevant so your audience will have a greater appreciation for what you are sharing.
How does your company curate content to drive readership, engagement and conversions?
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Daniel Newman is the co-founder of V3*Broadsuite and is an experienced C-level executive, serving as a strategy consultant for small and mid-sized businesses. He’s also an insight/analyst partner to four Fortune 50 enterprises and previously served as the co-founder and CEO of EC3, a hosted IT and communications services provider. Prior to that, he served as the CEO of United Visual, Inc. in Chicago Illinois.
He is a widely published writer who contributes weekly to Forbes, Entrepreneur, Huffington Post and industry publications such as Commercial Integrator, Sound & Communication and Corporate Tech Decisions. He’s also author of three best-selling business books including The New Rules of Customer Engagement, The Millennial CEO, and just recently Evolve: Marketing (^as we know it) is Doomed.
Daniel has established a reputation as a leading thinker in topics such as Social, Big Data, Cloud and Mobile. He has been named to many top influencer lists in all of these areas, including recognition by the Huffington Post as one of the 100 business and leadership accounts to follow on Twitter. He is also an adjunct professor of management at North Central College.