Content curation makes use of existing knowledge
Why would you want to sift through a pile of information on the internet and present snippets of it on a regular basis to your audience? It’s a question that’s still asked about the worth of content curation.
There’s tremendous value in marketing curated content – text, images, and video – on a consistent basis. It lends itself to distribution on social media, and in email newsletters to your customers. And content curation is a cost-effective way to communicate with your audience. This is because you don’t have to spend heaps of time creating original content. You’re repackaging and distributing existing information in the form of text, images, video and other types of content around a particular theme, to benefit your audience. You’ll want to put your own spin on the information you’ve gathered and organised, to put it in context. Simply sharing a link to an article or post without adding something of your own brand personality to it doesn’t achieve much. Though a fortnightly digest of helpful links with text explaining their relevance to your readers makes for good email newsletter content.
Curated content helps to build a rapport with your audience. It demonstrates that you have your finger on the pulse of what’s happening in your industry and that you’re willing to take the time and effort to share this information with your readers. That will help you to build your reputation, leads, and increase traffic to your website.
Content curators, like museum curators, help their audience find the best content for their niche.”
– Erica Kim, content marketer
Curated content is perfect for blog posts, social media, e-newsletters, and other media that will make a splash with your audience. And where to search for content curation inspiration? Try browsing on discussion site Reddit, question-and-answer site Quora, and set up Google Alerts to send relevant NZ information to your inbox.
Tell the story of your brand and forge an emotional connection with your audience
What should you write about? Brand storytelling is a powerful way to market your content. Take your audience on a compelling journey – on video, podcast or post – where they’re captivated by your passion and expertise. Brand stories like these make great raw material for advertisements, too.
Maybe you have some great untold stories about your business and its history that you can share with your audience when you’re creating content. Often there’s marketing gold lying around you can update or repurpose for distribution on different platforms.
This could be a campaign to create and distribute remarkable content, targeted at the channels where your audience is looking. It all depends on what you need and the best way to connect with your audience.
Build your business’s presence online without the hard sell
Dust off those work examples that’ve been languishing in your marketing folder and transform them into case studies and testimonials that demonstrate how your solutions have benefited your customers – from their point of view.
Or you can go the whole hog and create a case study – or series of testimonials – from scratch to showcase your solutions. Video is an ideal medium for these stories as it’s a naturally engaging and appealing format. Check out this example of a case study video I worked on with Clarity Media, for their client KiwiSpanNZ Wellington & Kapiti.
Let your customers endorse your brand – it’s such a powerful way to speak to your audience.
Get in touch to discuss how we can help you with creating content.