“Content curation builds trust and credibility for your brand because it keeps customers informed. Your curation efforts educate and engage customers, providing them with a valuable service—which they will appreciate because it relieves them of the need to source content on their own”
Read the full article at www.marketingprofs.com
In this post, our good friend Paul Chaney outlines the numerous benefits of content curation to help you publish good content if you’re struggling to find time or money. Some people still think curation could mean duplicate content. Let me put it this way: if
Indeed, content curation is your secret ingredient to an efficient and scalable content marketing strategy. In fact, it should be a daily habit for all marketers!
Let me dig down into the benefits you’ll enjoy if you start curating content – and curate the sources to prove all of those benefits.
1. Content curation helps you get better SEO rankings.
It’s not me who said that! It’s a study done by Bruce Clay, a digital marketing optimization company, who proved content curation could move you from 4th position to 1st position in Google! Don’t believe me? Read their study!
Oh and if SEO if your main concern, we wrote an eBook that was downloaded by over 5,000 marketers about the power of content curation to improve your SEO rankings. It’s filled with tips to help you leverage content curation, download it here for free!
2. Third party content (that you would curate) is 4 to 7 times more trusted than your own.
Again, we’re curating this data from the CMO council who asked marketers what types of content that valued and trusted the most. Respondents were unanimous: third-party content has more value than your own voice. So you’d better start curating trusted reports to make your point!
3. Content curation takes 4x to 8x less times than writing an original piece of content.
We did a study of over 900 hundred posts and calculated the time it took us to write a curated piece vs. an original piece. We found that it took us in average 240 minutes to publish an original blog post, and an average of 30 minutes for a curated blog post. That’s 8 times faster. But we’re cheating: we have a software to help us source and curate the content we have sourced directly to our blog (and distribute it also!). Without a tool, you’ll take approximately 60 minutes for a curated blog post, which is about 4 times faster still.
And another indirect benefit: by curating content, you will save precious time you can then spend optimizing the full content marketing lifecycle to ensure you maximize your results!
4. Content curation brings you more qualified leads.
Obviously: if it takes less time to curate content, you’ll be able to publish more content than if you had to create everything from scratch, right?
And if you create more content, you should get more leads. In fact, I did the math last year and found that over 15% of our leads came from curated content.
Moreover, the more pages you have indexed in Google, the more likely you’ll be to get found by search traffic. Here is Hubspot study: “businesses with websites of 401-1000 pages get 6x more leads than those with 51-100 pages”.
As Jason Miller, Senior Content Marketing Manager at LinkedIn puts it, “content curation not only alleviates the pressure of having to devote valuable time to creating original content, but it also adds credibility and third party validations to your efforts.”
5. Content curation gets you noticed by the actors in your space.
Makes sense, doesn’t it?
If you curate content written by authorities in your domain, you’ll bring them traffic. Which every author likes. But if you not only share their content but engage with them by adding interesting insights to their post in your curated piece, you get them interested in what you have to say. You start a relationship with them.
Here is a great example: do you know Neil Patel, one of the most famous influencers in content marketing? If you don’t know him, the you absolutely should. Well, I’ve curated his content quite a few times. Like in the post I’m quoting in the introduction about why curation should be a daily habit for marketers, for example. And although he never directly made contact with me (to my profound disappointment, I’m very sad, Neil), he did quote me in his blog posts, meaning he did read my content! Victory!
How to curate content the most effective way possible.
Just below if an infographic to show you the 7 steps you need to follow. But if I had to summarize it in 3 ESSENTIAL points:
– quote the original article. Don’t plagiarize it! Find the best sentence (or paragraph, but note more!) that describes the article, and most of all the point you’ll be making
– always add the source of the original article.
– add value! We’re not just sharing a piece here, we’re building our own piece, for our own blog, starting from an existing piece. So you want to ask yourself: what can I tell my readers to add value to the post I’m curating? Look at what I’m doing right now by curating this piece from Paul: I acknowledged the great topic and content he wrote, then I decided to expand on the benefits of curation and add a part to help my readers to curate content the right way. So readers that read his piece then mine will not have read twice the same piece, “au contraire”!
Here comes the infographic with additional tips to make your curated piece a great one:
Paul, thank you for quoting us as a trusted content marketing and content curation platform. There is a lot more we do to help marketers get better ROI for their company. Have a look at our new artificial intelligence feature we released a few months ago. We are now able to give you predictive insights on what piece of content you should share and when to increase your traffic and leads!
Image by Donnie Ray Jones.