Content Curation – Getting it Right

There has, perhaps, never been a time when the old saying “content is king” was more true than it is today. Why? Because the concept of “content marketing” is taking the world by storm. Marketers have embraced the opportunity to share content with their audiences through a variety of channels including websites, blog posts, social media whitepapers and more.

The big challenge: Continuing to create content that will connect with an audience and connect them to some action–even if that action is simply feeling favorably about an organization and its products or services or considering someone a “thought leader.”

An environment where literally anyone can be an “author” comes with both opportunities and challenges. As organizations and individuals attempt to attract audiences through content they often turn to “content curation” to aid in the process–finding and commenting on content that others have created.

We work with a number of clients to manage their marketing communication efforts–both online and off, although we’re far more heavily engaged in online marketing these days. The use of third party content comes into play frequently, both for our own channels and for our clients. (The Innovator’s Edge item below, for instance, is an example of curated content.)

Not all content is created equal, however. It’s important to consider the brand image you wish to convey and to ensure that any third party content you share is aligned with that desired image. For instance, don’t just “RT” others without checking out what their links go to. You want to establish a reputation as a “thought leader” whether as an individual or as an organization.

Another very important consideration is ensuring that your use of third party content does not violate copyright rules. In general that means:

  • Never claiming someone else’s content as your own
  • Always clearly citing the source of the content
  • Not reposting or reusing a significant portion of the original content without permission

One final point: Make it more about them than about you. Success through content marketing requires a thorough understanding of your audience and what’s important to them and, then, delivering content that meets their needs. 

Recommended Reading:

The Everything Guide to Customer Engagement



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