You want content curation resources? We’ve got content curation resources. I can preach until my face turns blue about content curation and content marketing best practices, but none of it really matters unless you’re also doing this one very important thing:
Adding insight and editorializing your curated content.
What is ‘insight?’
At Scoop.it, we created insight to put a spotlight on the curator. On what he or she has to say about the content being shared; on his or her expertise. What we call insight may go by many other names, like point of view, editorialization, or context, but the reasons why it’s so important remain the same.
Last year, internet marketer Bruce Clay was interested in calculating the validity of claims that content curation was bad for SEO. He conducted an experiment with the objective of learning whether curated content was able to reach the same SEO rankings as original content. His test included taking a piece of content in the number one spot for a specific keyword phrase and replaced it, in each circumstance, with one of three pieces of content (still related to the same keyword phrase):
- A post including curated links with auto-generated summaries
- A post including curated links with 200+ word annotations written by the curator
- A post including an excerpt from the post (with a link) and 200+ word annotations written by the curator
You might have heard the phrase “Content is king.” You might have also heard some of the “queens” that have been named alongside content, one of which is context. Considering the context of the story being told as a part of a content marketing effort is extremely important whether the content is originally written or curated with insight. That said, it is easier to lose sight of the context of content that’s being curated.
Rohit Bhargava, best-selling marketing author and founder of Influential Marketing Group, said it best: “curation adds meaning to isolated beautiful things.” These beautiful things are the pieces of content you’re curating, and the meaning is what’s going to drive your audience to take a desired action.
Calls to Action
Studies have shown that calls-to-action on certain social media sites have the potential of leading to an 80% increase in engagement. Each piece of curated content published to an SMB content hub is another opportunity to engage a target audience. Editorializing curated content takes that opportunity to a new level by allowing marketers to add a custom call to action (CTA) and encourage a desired behavior among readers.
Above, the team at ineomarketing invites readers to visit their website for more information on the topics covered in their curated content hub.
Adding value, SEO or contextual, as well as the ability to encourage behaviors via clear CTAs on content are just a few benefits of adding insight when curating. Whether you’re going for just one or all three, this is your surefire way of meeting those objectives effectively.