Why Curating Content Powers Up Your Business Authority
Feeding the content beast is hard work.
The time and effort needed to research, outline, write, rewrite, and find worthwhile media to include can feel like pouring your time on an insatiable content bonfire.
Larger businesses have teams to create content regularly. Smaller ones don’t have that luxury.
How do you grow a customer base through content when you’re short on time to produce lots of it?
You curate it.
What’s content curation? The best definition I’ve found is from marketer Rohit Bhargava:
“Content Curation is a term that describes the act of finding, grouping, organizing or sharing the best and most relevant content on a specific issue.”
The social media rule of thirds states that at least one-third of your overall content output should be shared from other sources.
Why is curating content good for you?
Good content curation is all about giving, not asking.
It’s about going all out to provide as much good stuff for your customers as possible: the posts or articles you’ve read and felt there’s value in curating for your audience.
Sharing outside of your own content helps solidify the feeling that you’re looking out for your readers by:
Being trustworthy – you share outstanding content from other reputable people that your audience would never find.
Sharing the good stuff – the better the content is, the more faith your audience place in what you share.
Being an authority – small business owners and people doing startups – are starting out in content marketing and not getting the results they need from it.
They can use curation to help them become a go-to authority on a niche area.
More importantly, your content curation removes that annoying thorn in their side. The thorn of doing their own research online to find what’s worthwhile reading.
People love it when they don’t have to waste time searching for answers to their problems on their own. Serve content up to them on a nice appetising platter, be it a weekly newsletter, bulleted email or social media feed.
This authority is more likely to spill over into your own content writing.
How to build up authority with curation.
Quality – Quality, quality, and quality. You want to share the creme de la creme of good content out there.
That means taking time to research topics and cherry pick the fantastic stuff. You will burn time here, but think about the long-term rewards.
Once your process is running smoothly, curation becomes faster and easier to manage. Then this time goes back into your week.
You can also set up ways to source content related to topics of interest.
You then check what you like and pick them out for curating.
I currently use Nuzzel and place the keywords of content marketing, content strategy, SEO and copywriting as filters.
I then receive an email with the latest blog posts and articles on those subjects every day.
RSS is the traditional app for collating what’s online for your topics. Again, use filters and get the results delivered by email.
Whatever app or service you use, you still need to review the posts that come through. The last thing you want is for some great headline that leads to a shabby piece of content.
Read, review, then move to the next step.
Presentation – how you present your curated content is another big factor in building your authority. And it’s going to vary considerably depending on what publishing path you’re using.
We’ll take the social media share on Twitter as an example.
Having found good content, you should put your personal stamp on how you publish it. On Twitter, this means a great headline with a personal touch.
No, this isn’t easy, but adding your voice to what you’re passing on helps puts major deposits into your audience’s trust account.
Maria Popova of Brainpickings curates content like a champion. She incorporates a lot of other works into her posts to discuss, and writes eloquently about them.
Her Twitter headlines distil what topic or person she is focused on and builds up expectations of where she’s taking her audience.
Make your content curation easier by employing the next tip.
Attributions – You attribute clearly and concisely in whatever content you’re sharing.
Make sure you’re sending a direct link to the original source, not hijacking that link to your own website (taking this action is just plain wrong).
Curating content is giving your audience good information and telling them exactly where it’s based. On Twitter, including the author’s Twitter handle in your tweets is par for the course.
Recently, Twitter changed any uploaded images to a zero character limit, leaving more space for handles to be placed.
When including a link on Facebook, the page where that link is based shows up on your curated post. This makes attribution a little easier.
You can still include the business or content writer’s name in the title if you want, but since the link tells you directly about where it’s based, it’s not as important.
The same applies to LinkedIn. Any link you include shows where the link is pointing to. You can include a name above the link, but that’s up to you to decide.
As long as it’s clear where the content is based, and the creator of the content is known, what you share is above board.
Automation – You don’t want to waste time sending content out at set intervals every single day.
You must automate your curation.
When you’ve got a host of quality links you want to share and you are sending them out at set times on a daily basis to your prospects or clients, then automation is essential when you’re running a small business or startup.
You place your curated posts into each key social media channel and schedule it at the selected day and time of your choosing.
Each of these apps also provides analytics on how well the curated content has performed once it’s published.
Testing when and where you post this content will reveal the best times to publish, both for your curated content as well as your own posts.
I currently use Buffer, as my main social media channels are Twitter, Facebook, Google Plus and LinkedIn.
Buffer provides a weekly report on how my content performed, and how many shares, likes or mentions were made – giving me a sense of how people liked what was posted (or not!).
Reviewing the performance of your curated content can help guide you into topics and issues you might never have thought of.
You can ask questions of your audience about why they liked the content and what other things they are looking to answer online.
I work on my content curation at the start of the week, usually Sunday night, so I can reduce the time throughout the coming days on social media.
Giving is Living. Sharing is Caring.
Curating content puts you and your business into the minds of your audience as someone who’s looking out for them.
Many people I follow or receive content from – I trust to deliver. Jeff Bullas, Rand Fishkin, David Amerland and Henneke Duistermaat are notable curators in content marketing and SEO.
When they share, I’m ready to read.
Whatever niche industry you’re based in, if you curate content that makes a difference or solves a problem for your customer, you charge up your authority.
Trust doesn’t come easily or quickly, but when you get it, you stand out from your competition like nothing else.
When it’s done right, what’s not to like about curation?