Curating content is an amazing way to fill your content pipeline, but frequently is lazily executed, not well thought through, and in some cases, is abused.
There is tremendous pressure to publish content – any content – on a regular and ongoing basis, so it is understandable why so many try to find the simplest, most time efficient way to curate content.
If this situation sounds like one you are in, I urge you to reexamine the role that curated content plays within the context of your content strategy. Every piece of curated content needs to work toward achieving specific goals, which means that publishing nothing is always better than publishing something without value.
Following are 5 ways to improve the quality and value of your curated content:
1 – SEEK OUT HIDDEN GEMS
If every piece of content you curate is from leading authors, publications or authorities in your vertical, chances are pretty high that most of your audience is consuming that content direct from its source. Curating content that everyone in your audience has already seen significantly mitigates value.
Instead, focus effort on finding quality content that not everyone in your audience is likely to have already seen, and you’ll become known as a source of interesting and fresh content.
2 – ACTUALLY READ/WATCH/LISTEN FIRST
Please, don’t curate content that you haven’t actually read, watched, listened to, or otherwise consumed. Even though you haven’t created this content, your curation of it is a direct reflection on you and your organization, so you need to ensure its integrity.
Make sure that you know the details of the content you are sharing to ensure that it is actually highly valuable and will reflect positively on you and your business. Having consumed this content yourself will also enable your organization to experience full benefit from it, and participate in resulting conversations following publication.
3 – EXTRAPOLATE KEY FACTS, STATS OR ANECDOTES
There’s nothing wrong with curating content and republishing it with its title, but opportunity exists to tailor that content to more directly address the needs of your audience, and your goals.
Highlight key facts, stats, or anecdotes from the content you curate to serve your audience with the information you deem to be of most importance. An added benefit of this is that it will heighten the value of this content for audience members with limited time that are simply scrolling through their content feeds.
4 – PROVIDE AN OPINION OR PERSPECTIVE
Providing your opinion or perspective on the content you curate is also a fantastic way to build value and customize the content you curate.
Include your opinion or perspective to demonstrate your thoughts on the subject, make clear how it can be applied, indicate the portions that are most useful, make an argument for what you agree or disagree with, or build on the thinking with supplementary ideas.
5 – ASK RELATED QUESTIONS
Asking related questions as part of your content curation efforts is a great way to spark meaningful conversations with your audience. Be smart and strategic with the questions you ask so that you can glean insight, discover trends, aggregate ideas, and identify opportunities or threats, to list a few benefits.
How do you maximize the value of the content you curate?
What role does curated content play within your broader content strategy?
Feel free to leave a comment below or on Twitter @RGBSocial, it would be great to hear and discuss your thoughts.
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