Can Content Curation Help Your Marketing

Blog posts, podcasts, YouTube videos, tweets, Facebook updates are all examples of content that small business owners…
Q4 Sales
May 04, 2012

Blog posts, podcasts, YouTube videos, tweets, Facebook updates are all examples of content that small business owners can use in their marketing. Most of us have heard about how content is what drives and keeps website visitors engaged. But content is also a monster that needs constant care and feeding. Content curation is one approach to keeping that monster happy.

Fellow blogger Shashi Bellamkonda shared 5 Time-Saving Tools For Content Curation where he offered personal productivity apps like Google Reader and John Jantsch explains how content strategy efforts will increasingly focus on conversion in his post 5 Trends That Will Shape Small Business In 2012. A content strategy will require more curated content, I believe, to successfully convert customers.

A quick definition: Content curation is the process of finding relevant content for your audiences from multiple sources. You might also modify or edit that content to fit your audience while keeping the original links and appropriate credit to the original author. Pinterest is a great example of a content curation company.

Curata, a relatively new company in the burgeoning content curation space, analyzed over one million articles for a corporate study that found:

  • 13 percent of posts are original content
  • 87 percent are third party content (meaning it is curated, gathered with the intent of sharing)
  • Original content gets 17 percent more click-through when used in combination with third party content (less clicks on sites that only offer original content)
  • Including pictures in a post or tweet or update generates 47 percent more click through than those without

In essence, the study confirms what many content marketing experts say: Share more than your own stuff. By seeking out the best content to share with your customers, even when it is not your own content, you demonstrate a collaborative, pay-it-forward mentality that gets rewarded in new media channels. You can get the short report here. However, if you’re not sure where you fit on the content marketing and curation ladder, this Forrester blog post on Social Technographics might help determine your social media marketing style.

To expand on Shashi’s tool list, that also included Summify,, and XYDO, small business owners might consider these others:

CurationSoft which is only $59/year or free if supported with ads.

SocialMention which is search engine that lets you set alerts (like Google) but focused on social media. It also has a buzz widget to let you stream results on your website or blog.

TwiLert is a web app that sends you email when keywords are mentioned on Twitter.

Storify is where you can collect and organize all those tweets and Facebook updates into a more permanent collection. It’s like creating your own storybook around a campaign, or event, or topic.

Content curation can help you gather and present the right mix of content that will build your audience in social media and blogging. If done right, your readers, viewers, and listeners are on the path to becoming customers.

One more resource: If you need more ideas for creating stellar blog content, read this OPEN Forum guide on content. Let me know in the comments what methods you use for finding and sharing the best content with your customers and prospects.

Photo credit: Thinkstock

Q4 Sales