The human element of content curation is what makes curated content compelling.

CURATION FRIDAY – In simplest terms, content curation is a form of content marketing where a publisher (in this case, a small business) editorially collects the best content related to a specific niche and targeted to a specific audience then enhances that content by adding personal opinions and expertise.

Well-executed content curation isn’t just a regurgitation of content that was already published but rather a personalized retelling of a story. The human element of content curation is what makes curated content compelling.

If your create compelling curated content, they will come!

So, when you develop a content curation plan for your business, prioritize the human element of your efforts and make sure you’re always adding value.  And use compelling images too!

You can find content to curate using tools like SocialMention and Google Alerts. Set up alerts for keywords related to your business, or monitor those keywords on Twitter using a tool like Monitter.com. To streamline the process, consider using a tool like CurationSoft, which enables you to curate content and republish it directly on your website or blog. I’m just launching these processes to augment my feedly aggregator and Google searches for key topics my audience needs and wants to hear.

Always curate quality content. Review the source and make sure that source is an appropriate match for your brand and business. As your efforts begin to drive results and your curation schedule gets busier, you might need to hire a freelancer or employee to handle the process for you. And here’s a marketing fact to back that up; 62% of companies today outsource their content marketing and that number is growing.

And now some more numbers you can use;

Curators link to third-party sites 75% or more of the time.

Balanced marketers link to third-party sites 50-75% of the time. Although they yielded 20% less clicks per post than curators, their conversion rate was 10 X better!!!

Self-Promoters link to third party sites 50% or less of the time.

That’s it for now.

Come back for upcoming posts on the details of content and media working together for small and middle-market business leaders and their marketing services teams.

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