Curated content is a shiny buzzword right now for anyone who engages in social media or content marketing. It refers to sharing content that you did not create. In other words, curated content is sharing other people’s content. You are like a curator in a museum, hand selecting the pieces to go into each collection. Instead, you’re selecting the articles, images, links, videos, and other forms of content that will be interesting to your audience.
Curated content is an effective tool to build a bigger online presence without having to create each and every piece of content yourself (hellllllo time-saver). It’s a great way to fill out a content calendar, but it serves an even bigger purpose for content marketing. It establishes your company as a thought leader in your industry, which helps to build brand trust and loyalty. Curated content builds leadership in three main ways: demonstrating you know your industry, building relationships within your circle, and getting your content shared more often and seen by more people.
Here are 3 ways curated content positions you as a thought leader:
1) It shows how savvy you are.
A thought leader knows what’s going on in their industry and understands what content is of value and interest to their audience. If your content marketing focuses only on your product, your ideas, and your company’s news, you’ll have the appearance of a silo disconnected from the bigger picture. Curated content helps you demonstrate that you know what’s going on in your industry and you are savvy enough to identify a good idea when you see one.
2) It builds relationships within your circle of influence.
With curated content, you are giving your circle of influence information that’s helpful, interesting, solves a problem, or spreads great ideas. When you share content that your customers have a positive reaction to, they have a positive reaction with your company as well. Building relationships is all about having as many small moments of positive reaction as possible over an extended period of time. Curated content makes it easy to do that.
3) It educates your audience.
There’s no better way to show someone that you are an expert on a certain topic than to teach them what you know. By curating a stream of content that educates your audience about your product or industry, you designate yourself as a teacher. You also give your customers the information they need to make smart buying decisions, which increases their positive associations with the transaction.
Curated content plays an important role in any content marketing strategy, but tread carefully. Clearly define the goals you want to achieve with curated content and only share the best and more insightful content you have access to. A well-planned and on-message stream of content will make your company seem focused and committed.