The Internet brings vast quantities of information to our fingertips. Problem is, traditional marketing messages are being crowded out of this busy information landscape.
The antidote to too much noise: creating a stronger signal. One way to do this is through curating content.
What is content curation
Effective content curation involves three key activities:
- finding high quality content in your area of knowledge;
- contextualizing that content for your target audience; and
- distributing and sharing that content within your networks.
Here are some compelling reasons why and how you should start curating content in your business:
1. Finding and sharing great content demonstrates your expertise.
Technical knowledge of financial products, markets and planning strategies helps you do your job better. When you find and share insightful and high quality information in your area of expertise, you demonstrate your authority and credibility — regardless of whether or not you create the content.
How to do it:
- Follow industry thought leaders on Twitter.
- Monitor key websites and blogs using Google Reader.
- Track newly published articles by keyword using Google Alerts.
- Leverage your support team to help you find great content.
2. Curating content adds value.
When you direct people to information that helps them, you increase your value proposition.
How you do it:
- Use all your social networks — LinkedIn, Twitter, Facebook, etc. — to share the best content you find.
- Don’t just repost articles; add value to the information you share by contextualizing or adding commentary.
- Look for content that offers practical insights to key issues for your followers.
3. Revealing your personality makes you relatable.
People do business with people they know, like and trust. Curation affords you and your business an opportunity to show a bit of personality — not only what you know, but also what you love, care about and believe in. Give your clients and prospects a reason to chose you as the person they want to do business with.
How you do it:
- Don’t be afraid to mix into your curation some great content about a sport or recreational activity you enjoy, or a charity or community cause you support.
- Avoid politics and religion, unless your business is based on your views.
- Always be respectful, even when being critical.
4. Curation lets you stay top of mind.
Stop interrupting what people are doing in order to get their attention. Instead, focus on being what people are truly interested in. When you find and share good content consistently, you remain top of mind for them while delivering information that people want.
How you do it:
- Invest time and resources in finding content to share at least daily or several times per day.
- Interact with and respond meaningfully to followers who respond to your shares.
- Think of curation as a micro-marketing tactic: the more frequently you do it the better.
By incorporating these basic content-sharing habits into your business life, you will clearly define your brand.