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It’s not always feasible or possible to create the content you need, so content curation is another option. This involves using or sharing third-party or other people's content in a fair and selective way. It's a quick, easy, low-cost, and high-impact content marketing method, when done correctly.
It is important to be selective about what you curate. You’re trying to showcase your thought leadership, so pick high-quality content that reflects well on your personal brand and adds genuine value to your target audience.
So first, you need to identify the best sources from which to curate content. Then you can begin to think about the types of content your target audience engages with most. You can do this by experimenting with the content formats and topics you curate. Make sure to include full credit for the original creator and adhere to any specific copyright guidelines associated with the content you curate.
It’s good practice to provide your own commentary on any content you curate. For example, you can give some additional insight, an opinion, or some context. In this way, even though you may not have created the content yourself, you’re still establishing yourself as a source of knowledge and an expert commentator.
You can also seek community input by asking your audience for their opinions, thoughts, and insights to help curate your content.
The main benefits of using curated content are:
There are five main types of curated content:
Content personalization is the powerful process of using different content at different stages of the consumer journey. The different pieces of content are highly relevant to the users’ need state at that particular time. Because personalized content is targeted and more relevant to your audience, this strategy can lead to an increase in conversion rates, higher brand affinity, and increased campaign efficiency.
The main strategies for content personalization include:
What are the benefits of repurposing the content you create? Repurposing content means adapting it or breaking it up to use for other purposes. For example, you might take an infographic and turn it into a number of individual images.
There are many benefits to repurposing:
By using good evergreen content that doesn’t date quickly, you can always look for opportunities to maximize, reuse, and save yourself time by repurposing it.
There are some great tools and templates available for repurposing content:
Repurposing allows you to get creative in thinking about the way that you create content and how you can possibly reuse it in different formats or on different platforms, or even by making small tweaks to your original piece. When done cleverly, repurposing saves time and reinforces your brand message and personality.
Keep the following guidelines in mind when repurposing content:
Will Francis is a digital marketing consultant, trainer, and speaker. Will ran a successful ad agency in London for eight years, and was Editor of social network MySpace in the 00s. He educates and consults for senior marketers at the world’s leading brands. His previous clients include Samsung, Spotify, Marriott Hotels, Warner Music, Penguin Books, and Net a Porter. Will regularly appears on radio and TV to share his expertise, and presents the DMI’s ‘Ahead of the Game’ podcast.
ABOUT THIS DIGITAL MARKETING MODULE
This short course covers the principles of content marketing and demonstrates techniques and useful tools that you can use to develop and refine your content marketing strategy.
You will learn how to:
Approximate learning time: 3 hours