Content curation is a double-edged sword. Some marketers feel guilty about sharing other people’s work for their own gain, yet it feels like the only way to keep up. Truthfully, you shouldn’t feel bad at all. Curation is a healthy part of a good content strategy.
Consistent content for your community calls for a mixture of original work and strategically chosen work from other sources. Content curation is not only okay – it’s beneficial. A skilled curator knows how to choose content that resonates with prospects and customers and is an essential part of a good content team. As long as curation is balanced with high-value content of your very own, we say go right ahead.
Curation is a fundamental community builder. You offer valuable insight, and your followers share it with their followers. Soon, more people are looking to you for things that resonate. Done consistently, this leads to more connections and a targeted network.
Curation demonstrates how deeply you know your customers. Not only can you provide them with material of your own, but you can recognize what they need in other places. Customers will look to you for help, because you provide them with answers to their problems on a regular basis. You add value to their social feeds, their inboxes and their lives. Eventually, that trust leads to sales.
Thoughtful curation is the perfect opportunity to connect with key influencers. Sharing someone’s work with your followers shows how much you value their expertise. Relationships form, and in turn, you might gain exposure to their communities. That introduction means more leads and organic growth.
Let’s get practical for a second. Content production has become what feels like a 24/7 obligation. Curation helps fill holes left by smaller teams or budgets and allows your content marketing to keep up with the pace, no matter how small your company is.
Image via (cc) William Murphy
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