How Content Curation Can Both Hinder And Help Your Small Business

So, what actually is content curation?

Have you noticed that sometimes your own audience aren’t necessarily interested in everything you post out onto your network? We’re guessing that as a business owner, one of your main goals when establishing your brand is to help your audience as much as possible, right?

Content curation is all about sharing content with your audience, that you know will be beneficial, regardless of if it is your own or not. Not only is it merely re-sharing valuable content, is a way to provide a little extra knowledge to your audience whilst adding your own twist of expertise to the bowl!

In simple terms, sending other peoples content out onto our network to help support our audience is what content curation is.

Many small businesses don’t plan new topics to talk about within their area of expertise. This really hinders your growth as a business, constantly talking about the same information gets boring.

But doesn’t curating other businesses content push your audience away?

Absolutely not. In fact, it actually does the opposite! Providing them with only the best content on social media will put trust in you as a business. Prospects will know that you only want the best for them.

The Pros of Content Curation

Now you have a rough idea of content curation, you might be particularly interested in some of the advantages we can get from implementing it into our social strategy.

You can even send your content to competitors for them to use in their own content. For example, you write a blog article that you think is great, and send it to other companies in a hope, they like it and share it with their audience.

Creating content that others can curate is easy. Make sure you don’t make the piece all about you or your company, provide your take on things and answer all of your audiences common questions.

Constant Release of Fresh Content

Like we have mentioned above, many small business owners like you, struggle creating a steady stream of fresh and reputable content. Social media requires this for you to reap the benefits of using it.

It is said that Pinterest alone should have about 11 unique posts daily (roughly).

Marketing teams often can’t produce enough content on their own, so curating other businesses content can fill the gaps in for you, making you a trustworthy source to prospects.

Efficient & Cost Effective

Furthermore, since you’re not being slowed down creating every single every piece of social media content yourself, you have more time to work on other things in your business. A content marketing strategy is still in place, but the curation process is efficient because the amount of money and time invested is drastically decreased.

You’ll Be Known As A Thought Leader

Posting out only the best content on your social channels proves to your audience that you care about them and what they want to understand. Becoming a trustworthy source enables you to be a dependable individual they can go to for help in your area of expertise.

Creating content that is share-worthy and tailored to prospects will mold you into a source they can go to for help whenever prospects are struggling.

Understanding Your Audience Better

When you are in the early stages of creating a content strategy, it can be hard to understand who your audience is exactly and what they like to view and share.

Experimenting with various different types of content is so important in helping you grasp what is successful and what is not. But this takes time, doesn’t it? This leads us on to another benefit of content curation. You don’t have the time to sit here making hundreds of social media posts, that might not make any difference to your business. We want to be posting great, useful content only, right?

By curating your content, and then tracking its performance, you’ll quickly rack up an idea of what prospects genuinely find interesting, how they like to view it, at what time of day to post and in what type of format.

Conversations are also easier to maintain when you post content that is actually useful to prospects, leading to a better customer/business relationship.

The Cons of Content Curation

Curating content can really prove beneficial to your business, but there are also some disadvantages that come with it.

Traffic Loss

Generally, linking to someone else’s content will lead to a loss in traffic to your site, because prospects may be more interested in what you have linked to compared with what you are writing about.

Trust Can Be Lost

Lets say that you linked to 5 different sources in your blog article, and 4 of them are great and trusted sources. If that last individual source you have linked is un-trusted or unhelpful, your audience will probably, almost immediately, stop confiding in you for aid. This is because it shows a lack of time and effort working towards finding credible sources.

Time Consuming

More often than not, delving into the web searching for relevant content pieces to link to in your work can take a long time. To make sure that each source you link to is acceptable, you need to ensure they contain truly reliable information that you want associated with your brand. Like we mentioned, scanning through the links may take time, but it will be worth it in the long run.

SEO Is Decreased

Google loves original content over copied content, that’s why it prioritizes this on its search rankings. If you are a curator, search engine rankings are often a lot poorer than the original content creator when it comes to the same keywords.

Some principles of good curation and some examples

There are a number of different principles that should be followed in order to find relevant content to add in your own work, as well as adding your own value and expertise into the mix.

Guiding your audience to the best content for them, all whilst adding your own value and improving the content is an important stage in curation. Attributing the sources you use also ensures that your brand is always seen as the go-to! Even your most loyal customers don’t want hear about your brand all day long… sorry! But it’s true. Showing that your company respects other businesses perspectives on similar attitudes removes the sense that you are a self-centered brand.

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Some Examples

There are so many different ways in which you can curate other people’s content, with these examples you’ll be well on your way to being the best content marketer in your field:

• One example is Instagram and SanDisc. Obviouly, SanDisc can only post so many pictures of flashdrives and memory cards before their audience get very bored! Instead, the company makes their Instagram look different, unique and intriguing by including pictures that their users take.

These user posts highlight how SanDisk’s products are used by people all over the world! Using this high-quality, unique content ensures they never run out of things to post, and giving their users credit for the pictures they use on their feed guarantees no copyright laws are being broken.

• You’re on Twitter, right? If you are, you must know what the retweet button is. It is actually a way of curating content on the network! If you don’t have any idea as to what you can post, hitting the retweet button could be like hitting the golden buzzer!

Of course, you cannot just retweet content that isn’t relevant to your business, it needs to suit your audience, business and the type of industry you’re in. When a company mentions you in a tweet, retweeting (sharing) that onto your feed is yet another way of proving to your audience that you are a trustworthy source of information.

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