Hold up! Before you become engrossed in our article, ‘Curating High Value Content’, have you seen the prequel?! How to Create High Value Content: Part 1
We held a Twitter poll in which 42% of respondents said content is the scariest thing about social media marketing. We, Round Creative, have arrived to act as your highly-trained digital bodyguard and protect you from the perils and precarities of curating digital content! ‘Precarities’ is not a real word, I made it up and it is the word ‘precarious’ in noun-form (Rule #01 of Content: If there isn’t a word for it, make one up!). In order to properly champion the merits of content curation, we’ve decided that this article will be a cross between curation and creation. We engaged with some digital marketing titans, including HubSpot Academy and Meet Edgar, to bring you some cracking inside tips, backed by years of collective experience and analytics, on managing content curation effectively, creatively and respectfully. Round Creative are proud to present: ‘Curating High Value Content: Part 2’!
We Asked Twitter:
— Round Creative (@RoundCreative) October 31, 2017
There are benefits to sharing, reposting, dissecting, and otherwise referencing others’ material are extensive. The circles your business operates in and networks in massively affects perception of your brand, and contributes to its identity. It’s worth keeping in mind not just the benefit carried by the content itself, but also the implications of the act of utilising and celebrating others’ work.
Captain Obvious, reporting! It doesn’t take too much brain power to realise that sharing content which has already been researched, written and presented is a much shorter process than creating from nothing. Whilst it doesn’t quite hold the same value as original content, namely SEO benefits, curating and sharing high value content does come close; particularly if you’re discerning with your sources. With Christmas coming up, I’m sure we could all do with saving a little time!
Another large benefit to curating other’s content is that you can pick and choose the most popular topics! Whilst writing content there is always an element of guesswork. Is my content what my audience are searching for? Has somebody else just written about this? These worries are negated if you already know the topic is in demand!
Probably the largest merit to curation is the absolute necessity to credit, network and tag. If you selected a relevant piece of content written by a fellow industry member with a 10x following, credit and tag their social accounts, then you’re going to be seen by their audience. Their big, juicy, relevant audience. This is free exposure and carries the added benefit of putting you on the fellow industry member’s radar. Perhaps they’ll become your next client, or you’ll work out a referrals agreement with them, who knows? Be sure though, not to pick your content solely based on the size of its author’s following. It should be chosen based upon its quality, relevance and value which means you shouldn’t ignore the little guy! Don’t be afraid to share good quality content from authors with much smaller followings.
Similar to above, only a little cheaper in value and relevant only to content creators with significantly larger followings than your. Being seen in the same social media circles as some of the giants of your industry can very much help to legitimise and validate your brand in the eyes of those who otherwise have not encountered it before. Trying to engage and gain the acknowledgement of the titans of your industry is a solid tactic during content creation. We did exactly that for the next section of this article, in which we’ll share advice from some major marketing moguls, both international and in our local network.
HubSpot gave us some pragmatic and easy-to-implement tips along with some examples from content curation/creation leaders. Check it out!
“Hey there. Just got a few tips from @justinrchampion (reach out to him with questions/for more):
Meet Edgar provided use with some killer content links. Head to the links below and allow Meet Edgar to educate you hard!
“Hi Jake, Thanks for reaching out! We’ve got a couple of webinars on the topic you may want to check out. You can find those here:
All the best!”
Team RecurPost talk etiquette and effectiveness when it comes to curation! Show respect and give credit, after all, curating high value content allows you to create mutual benefit off others’ work!
“Hi Jake, Thank you for reaching out. For curation, following things come to mind:
Tim shared his thoughts on who and how you should be approaching the endeavour of curating high-value content. This advice has enabled Tim to work on and successfully launch a great variety of projects, such as Leeds Digital Drinks and Leeds Digital Festival.
“I feel it’s really useful for keeping people up to date with your brand and your company. Not everyone will care but your super users/fans/investors and other supporters will love to hear what you’re up to and more than likely will share it. You want to have a balance between news and updates, insight pieces about your industry and more general salesy style content to keep things varied and deliver to different audiences (customers, suppliers, investors etc).”
Kane wrote us an article! Then we curated it. See what we did there…? As a content writer who takes great value from others curating his content, Kane has given us some perspective into writing content others want to dissect. Content which speaks to people. Shareable content. If you’re in Startup, or this is your first marketing campaign, get all over this!
“Tech Startup in Yorkshire? Here are 5 tips to get your work featured online:
As community engagement manager for Yorkshire at Tech North my role is a combination of helping startups on the ground and creating content (read it here) around the interesting work they’re doing daily. Here are some of the general rules I follow when deciding who (or what) to cover. You can reach me at @kanefulton or firstname.lastname@example.org
There’s no shortage of interesting work being done by startups in Yorkshire, which thankfully makes this first rule a doozy. Whether a startup is using tech to solve a relatively simple problem, or something much more complex, it always helps if solutions are original, inventive and make you think: “Why has nobody done this before?” Interesting and engaging content is more shareable and likely to inspire others in the tech community. Of course, I can never turn down an interview with a startup that wants to take on the world.
There’s nothing wrong with writing about the cloud (to pluck an area out of the air – no pun intended), but it’s hardly a cutting-edge trend. More interesting stories often come from startups that are solving problems using newer technologies such as Blockchain, machine learning or VR. It’s not a die-hard rule, so don’t worry if you’re not writing about the latest and greatest trend to be featured on Gartner’s current Hype Cycle. But it can help.
It’s often said that our region doesn’t shout about its achievements enough. Combined with a lack of attention from the mainstream media, Yorkshire is sometimes left in the dark. As such, any coverage I can give startups – whether that’s a written article, video or love on social media – can provide a much-needed lift. Sometimes, however, startups (and other stakeholders in the tech ecosystem) need a promotional boost more than others. If a startup has launched a crowdfunding campaign, for example, it can be pushed in front of more eyes through an article. Similarly, they may have applied for an accelerator and would benefit from fresh coverage to wave around. Recently I filmed a video for an IoT accelerator in Barnsley so that they could distribute and use it to inform and attract applicants. This article about the Futurestart accelerator had a similar purpose.
In addition to helping startups get their first or second press clipping in the bag, I’m always thinking about how the content I produce can help others in the sector. Tips pieces often stand a chance of making the grade, especially when featuring advice given by professionals on topics such as finding funding, developing company culture or overcoming a specific technical challenge. Inspirational individuals and teams are always great to cover – and they don’t always have to come from the world of tech, as this chance encounter proved.
Events are ideal sources of content for several reasons – there’s sometimes a chance of having a serendipitous encounter with an influential person like Stemettes CEO Anne-Marie Imafidon, who I bumped into at Leeds International Festival back in April. Regular meet ups and technical events are just as good as their speakers are often passionate about what they do, have prepared thoroughly and present their work with the aim of sharing their knowledge for the benefit of the local community. If you’re going to be addressing an interesting topic at an event, send me an email and I’ll see if I can attend.”