I have spoken both positively and negatively about curated content in the past. The negative comments have always stemmed from improper usage much more than relevance or originality, so, today, I thought I would face the subject head-on and give you a list of positives associated with it.
Truth be told, curated content can be a very useful and strategic tool in blogging. It saves time by preselecting not just the subject but also the content related to it. It communicates relevance by showing your audience that you are aware of current trends within your industry or niche. Showing your audience that you know how to curate blog content also reinforces your authority in your niche.
Curated content can also be a huge killer if you don’t use it properly. That is the only negative comment I’ll make about it because, once you get through this article, I believe you will have all the tools necessary to avoid the pitfalls and maximize on the benefits. With no further delay, then, let’s look at five ways you can use curated content effectively in your blog and to promote your blog via some of the biggest marketing platforms.
#1: Editorialized Content
One of the most widely used implementations of curated content is through editorial blog posts. This is when a blogger or marketer uses a specific piece (or specific pieces) of content found on another site and offers further insights, observations, or criticisms. That last one can actually be the most effective, depending on the subject. A small note of controversy can really get conversations going on social media and even help boost likes and shares.
Be careful, however, not to use curated content as a means of bashing or putting down your competitors or other bloggers that don’t see a given subject from your point of view. Good editorial content is that which allows the reader to form his or her own conclusions. Your job is not to eviscerate an opposing view, but rather to respond to it intelligently and professionally and let people make up their own minds.
I’d like to draw your attention to one significant real-world example of this. Most readers have no idea that the Huffington Post is almost all curated and editorialized content, and that is because of how it markets it. The team has discovered a very effective way to curate while also presenting the content as their own. If you haven’t spent much time there lately, I strongly suggest it. You will learn quite a bit about this process just by examining its methods.
#2: Round-Up Blog Posts
Another common use of content curation is the development of round-up posts that draw from multiple sources within a given niche. Buzzfeed and other top blogs use this approach all the time, especially in areas like politics, entertainment, science, and technology. This is yet another way to communicate to your audience that your understanding your niche is as current as possible since it requires constant attention to current events.
The subtle blending of familiar content with your own presentation style is where the real appeal of round-up posts comes in. You want your readers to recognize popular stories, memes, or other relevant bits of content while, at the same time, associating your brand with it.
#3: Slideshow Posts
This is a more visual variation of the round-up post that centers on images or short videos embedded into blog posts. The only real dangers here involve copyright and overuse. If you have literally seen the same image 100 times in your newsfeed, you might want to look for something better. You will also want to make sure you are using curated content legally and ethically. Here is some valuable information to help you avoid copyright issues with images (and other types of curated content for that matter, too).
#4: Social Media
It probably goes without saying that you are going to market curated blog content just like any other: with a strong emphasis on social media. Again, it is important to avoid posting repetitive content that people have already seen 100 times this week. You can present the same content, but you must present it from a unique angle.
If you find a piece of content or a news story or a meme that you think would appeal to your audience, use it, but remember this is your audience. It might be the same article, but if it is branded as your own, your audience will see it that way.
Think about it: You almost never hear people cite original sources for what they read on HuffPost. They always credit the site where they found content for posting or reporting on it. If you can get your social audiences to view your brand that way, you’re winning.
#5: Email
Last but not least, I feel obligated to mention that email is second only to social media in importance when it comes to content marketing. The same rules apply here as they do anywhere. If you plan to use popular or viral content in a blog post, the spin has to be unique, as does the subject line in your email.
You can hint at the actual subject or just choose an interesting or semi-controversial point to use as the reference for your subject line. If you opt for the latter (and do it right) it will only serve to make your audience more interested in your perspectives on other subjects in the future. The best subject lines are those that deliver an element of surprise even if the content of the message is familiar to the reader already.
Curated Content Done Right
At BeezContent, we strive to help content marketers and business owners develop their unique voices and we welcome the opportunity to help you do the same. Our staff writers are experts at blog marketing and blog copywriting and are knowledgeable about a broad spectrum of industries and subjects. We welcome the opportunity to work with you and help you develop curated content that is well-branded and relevant to your target audience. Contact us today to learn more.
