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4 Ways Content Curation Can Be Vital For Small Business Marketing

Content curation is one of the most effective ways for businesses to keep their audiences constantly engaged on social media without having to invest all of their time in brainstorming and executing content ideas.

By sharing, commenting on, or referencing existing content from relevant and popular sources, small businesses have the opportunity to build the trust of their audience and generate a greater level of credibility. Organized content can also be a great conversation starter with prospects.

However, it’s essential to remember that you are curating content for your audience and that this marketing tactic isn’t about things that you find interesting on a personal level. It requires a fundamental understanding of who you are marketing to and what they find most engaging. Not finding the right grade with your target audience could mean a drop in traffic falling into your sales funnel.

But what is content curation? And how important can this be as a small business marketing tactic?

Let’s take a closer look at one of the most cost effective ways to engage your audience as a small business.

What is content curation?

Content curation revolves around the process of detecting articles, media or comments that already exist elsewhere online and reusing them as a way to engage your target audience.

This means that content curation does not involve the creation of original content. There are no hours spent in front of a word processor, no video editing sessions, and no product photoshoots. Indeed, curation consists of discovering relevant content adapted to the profiles of your target customers before organizing it so that your subscribers can easily interact and share it more.

As we can see, some companies like Specsavers have made curated content a central theme of their social media strategy – the company’s Twitter account continually inviting the public to participate via hashtags and informal conversation starters.

(Picture: SocialPilot)

The main challenges that content marketers face are finding the time to generate content and compile content to create original content. On the other hand, with the right content curation strategy, it is possible to engage audiences, increase brand visibility, and achieve better SERP positions.

(Picture: Brafton)

When it comes to how often you post organized content to your social networks, Brafton suggests that content curation can ideally be 25% of your total content production. This creates the perfect cocktail of original thinking, syndicated information and curated content.

While the time-saving benefits of curated content can lead to the temptation of a more frequent curation rate, it’s important to make sure your business maintains its own voice without overwhelming audiences.

So how can content curation be best used to boost SME marketing? Let’s explore four essential ways you can organize content in a way that increases your reputation and generates new leads:

  1. Go deeper underground

Content curation, at its best, displays amazing content that your audience wouldn’t have seen elsewhere.

Imagine that you have a friend who likes a certain kind of music. You can imagine their excitement when they share a new underground artist who hasn’t gone mainstream yet.

Likewise, you should create a similar level of excitement with the content you create. Think of yourself as a DJ whose goal is to connect the crowd with the freshest and best music.

By sharing valuable “underground” content that people haven’t seen yet, you can position your online presence as the place to go to find the most organized content.. The best way to grow your brand is to get ahead of the game and have an eye out for content that has the potential to go viral.

The only problem with this approach is that information travels quickly on the internet, so it can be difficult to keep up with trends. With that in mind, how can you find underground content that hasn’t yet been organized in your industry?

While RSS feeds may seem like an outdated way of receiving news, they can be great for finding content as it is posted online. Scoop.it will be help you manage multiple feeds based on your industry or certain talking points.

As can be seen with Scoop.it, there are many topics that users can add to access new content and talking points before they are picked up elsewhere.

Another excellent but time-consuming tactic is to search sources that have around 10 to 20% relevance to your industry. It helps you find content in places your audience is unlikely to search.

Relevant examples of this approach will vary depending on your industry, but for the purposes of this guide, let’s say you’re a marketing agency.

To browse the internet for 10-20% relevance, you’ll need to move away from The Drum and Campaign Live and instead look at marginally relevant platforms that might better address consumer psychology, cultural trends, and emerging technologies – all of them. that may offer transferable relevance to marketing.

  1. Aim to generate value

Remember, your followers follow you for a reason. They will likely want to hear your thoughts and recommendations in your area of ​​expertise. They’ll also want to learn from you and see following you as a way to potentially improve their understanding of your business, industry, or products. Alternatively, they may just enjoy the memes you post – but in any case, it’s still essential to use your presence as an opportunity to generate value.

The wisdom you share doesn’t have to be 100% your own opinions, and your followers will understand that you are not the only voice of authority in your industry. It’s also important to show the world that you don’t pretend to be the only voice on the topics you are discussing.

When you organize content to share with your followers, you give them extra value by giving them access to diverse perspectives – a great way to add value to your marketing efforts and generate discussion.

It should be noted that your relationship with your followers only continues as long as you deliver value along the way. Organized content sharing shows that you care enough about giving them what you think is valuable and relevant information. This helps to reinforce the perception that your business is more than just selling.

One of the most effective approaches to building trust is to analyze statistics published elsewhere. There are plenty of analyzes available in virtually every industry imaginable, and they all have the potential to resonate with your audience.

For example, statistics show that 75% of the world needs some form of vision correction. This is an interesting statistic that could be of great use to opticians, eyewear companies, and fashion retailers. By highlighting this fact and sharing your opinion on it, you can not only engage your audience, but show them that you know what you’re talking about.

  1. Keep the conversation flowing

Particularly at the start of your content initiative, it’s crucial that you know who your audience is and what kind of content they’re interested in. The best way to do this is to experiment with different forms of content – and making sure you don’t rush into creating all of that content yourself is absolutely essential.

By organizing content and tracking your performance, you can find out what your target audience is engages with the best and in the format they are most happy to consume.

For more mobile and socially motivated audiences, content curation can be perfect for starting and maintaining a daily conversation. It can also allow you to be present with your audience without giving the impression that you are focusing all of your attention on yourself.

Here we can see how curated content can be used to spark topical conversations among your subscribers. This technique can be used in a number of ways and can really help businesses understand their potential customers better while leveraging greater engagement.

  1. Continually work on your SEO

Last but not least, it’s critical to remember that content curation can provide great opportunities for search engines to drive target audience to your social media pages with relative ease compared to creation of new content.

When you curate content you are launching a larger network and while SEO is not the primary focus of content curation, it is definitely a byproduct of the practice.

(Picture: tribe)

In the image above, we can see how well organized content can be in terms of drive traffic to your social media profiles. In this case, the simple act of sharing your thoughts on a topical remix between two popular artists has the ability to propel your brand to the top of Google.

As always, however, it’s important to know your business and audience before committing to any content. curation and engage in a specific approach to what you share and comment.

Ultimately, content curation is an act of juggling, but there are few better ways to engage with your audience and build brand loyalty. Choosing the best of the Internet and sharing it with the people who would appreciate the effort is a simple strategy that produces rich results.


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