Content curation, according to Wikipedia, is “the process of gathering information relevant to a particular topic or area of interest”. It’s a great online strategy for businesses but strangely enough, a lot of small business social media accounts are reluctant to use it.
Most small business profiles focus on sharing mainly their own content, worried that curation would redirect followers to their competitors or distract followers from their message.
But integrating carefully curated content within your social media strategy can actually strengthen your relationship with followers and can even get you more followers. Not only that, content curation has other benefits to help businesses build an effective and stronger social media presence.
Break Monotony and Prevent Information Overload
People don’t like seeing the same things over and over again. And the same is true with social media. If your social media profilesp post the same type of content throughout the day, they’ll get bored and start looking elsewhere. And if you focus mainly on just featuring content and sales pages from your business, it can be overwhelming for potential customers.
By posting other types of content from other sources, you break the monotony of information. It also helps you approach potential customers without turning them off, which usually what happens when you open with a hard sell.
Saves Time and Effort on Original Content Creation
Not all businesses have the time to create their own content, especially if you’re a small business. Using other people’s content that reflects your company’s vision and values helps you stay visible and active online without having to do too much work. In fact, a skilled social media virtual assistant can research and schedule 2 weeks’ worth of content in less than a day. This helps business owners save time and resources.
Most people think of content curation simply as posting as other people’s content. But when you focus on sharing content related to your field and you make insightful comments on the articles, news or blog posts that you share, it’s one way of establishing authority.
By showing that you’re updated on industry news and trends, it shows that you keep your knowledge updated. By commenting about what you post, it shows that you have an in-depth understanding of your field and you’re capable of original ideas. This makes you and your business social media profiles credible, reputable, and worthy of following.
One of the biggest goals most businesses have when they go into social media is to connect with influencers and have them endorse their business or products. And most entrepreneurs can tell you this is easier said than done. Influencers are very selective with who they connect with, knowing that if they endorse or promote a product or service they’re putting their reputation on the line.
One way to connect with influencers in a neutral setting is to occasionally post their content and engage with them on social media. Tagging these influencers when you post their content or you a have a piece of content that my influence them is a subtle way of getting their attention. And when you tag and interact with an influencer, your message also reaches their audience. This expands the reach of your social media accounts and introduces your business to a wider network and even more influencers.
Engages Customers and Followers
Being static online is a sin. Most people go online for answers, and social media is becoming just as influential as search engines in providing answers.
You can use content curation to engage and provide value to your customers by showcasing content that can be useful for them. If you’re a business that sells vintage furniture, share articles that talk about how to take care of antiques, or how to integrate vintage furniture in modern décor. If you’re an organic market, share recipes on how to make quick lunches or dinners using organic fruits and vegetables. By catering to your customers’ interest, you sustain their interest even after you have made a sale. This helps keep your business top-of-mind the next time they plan to purchase.
Content curation is also an indirect way of reaching out to your competitors’ customers and communities that would be interested in your business. Showing that you care for your clients beyond the sale will put your business in a positive light and helps build trust in your brand.
Sparks the Creative Process
If you’re having a hard time creating new content, you can use the content you curate as inspiration for your own content. You can create new blog posts, images, podcasts and infographics by reacting to blog posts or collating information from different articles.
Content curation is one of those cases where the more you give, the more you get back. By using your social media to help others, you reap rewards for yourself, your business and our customers.