Curating content has become the hottest thing within content marketing as brands look for new and different ways to engage target audiences.
But curating content isn’t simply about sharing content because it’s easy to spread the word. To deliver value when curating content, you need a focus and a plan. There needs to be a core reason for what you’re doing, why you’re doing it, and the objectives.
As important, content curation has to be a win-win proposition. You get kudos, recognition and a following for sharing content; your audiences get easier access to content that matters.
1. Identity your target audiences. It means getting a strong handle on their interests, needs and goals. What is the kind of content that will make their personal or professional lives better, more interesting, productive or profitable? With this insight, you can curate content that really resonates and generates a reaction.
2. Know where your target audiences exist? It’s one thing to curate content but you also need to share it where people can consume it. As important, you need to share it in the right places at the right time. If, for example, Twitter is the place where your target audiences consume content, it makes sense to use it as a curation platform. At the same time, you need to know that many of your users are on Twitter at certain times – say 11 a.m. to 4 p.m.
3. Be judiciously about the content being curated. In many ways, content curation is a quality versus quantity game. As much as you want to be seen as a valuable resource, it is important to know how much content you need to share to become valuable. Sharing too much content can overwhelm people. Sharing too little content won’t attract an audience.
4. Measure the reaction to your curated content. How much traffic does it attract? How often is it shared on social media? You need to be all over your analytics to gain valuable insight into what kind of content to curate. You may, for example, be surprised that content you saw as somewhat interests gets the most engagement. In this case, it’s valuable to listen to what your target audiences want rather than feeding them something they don’t want.
5. Take a customer-centric approach. The best curation is all about sharing content that your audiences love. You want to deliver a great experience that people value so much that they become repeat customers. While you have goals and interests to pursue, curation is a success when your content resonates with people.
Bottom line: Curating content is more than selecting content to share. There’s important strategic and tactical considerations involved, as well as knowing what your target audiences want and need.