What in the world is content curation?
It’s no secret – content is king!
You need to have content on your Facebook page and any other social media platforms you’re using – otherwise, it’s going to look like a ghost town!
Do you think anyone would want to come here?
That’s (one of the many reasons) why you need to be posting content on your page – to attract the right people and entice them to engage with you.
But a lot of times, people get caught up not knowing what they should be posting to their page and so they end up not posting anything at all.
You might recall that I’ve talked about content and what to post on your Facebook page before – If not, you can check that article out here.
Content that you post on your Facebook page can be categorized into two buckets.
- Content you created.
- Content someone else created.
Most people tend to think that everything they post needs to be something they made themselves.
But the reality is that content is being created all the time!
And guess what?
People love when you share their content!
So why not share some of other people’s content that’s relative to you and your business and your audience?
That’s essentially what content curation is – sharing content that’s not your own. And it’s a great strategy to deploy in your business that most people largely overlook.
Why Curating Content Is Awesome
1. YOU don’t have to create everything
One of the nicest things about curating content is that you don’t have to create everything yourself!
Depending on what you’re creating, it can take up a lot of your time and make you feel pressured to get things published onto your page.
But if you’re curating some of your content, then it helps alleviate some of the pressure to constantly be creating new content for your page.
2. Great way to connect with people
Especially as a local business owner, curating content can be a phenomenal way to reach out to new people and network with other business owners in your local area!
I’ll give you an example:
Say you own a local barbershop or hair salon.
You see that a local car dealership down the street posted something about a special promotion they’re running for the upcoming week.
You could then share that post on your page and say something along the lines of:
“Everyone who buys a car from this dealership next week on this deal can come in and get a free haircut from us!”
This does a couple things…
#1 – It helps you build a relationship with the car dealership.
Maybe they’ll reach out to you in the future and offer to collaborate with you in some way or they’ll promote your page to their audience since you did the same for them.
Especially if one of your customers went into the car dealership after seeing the post you shared and they ended up buying a car. Then the dealership would be thanking you up and down!
#2 – You might get a new customer out of it! Maybe someone who bought a car saw your post and came in for a haircut. And who knows, maybe they’ll have you cut their hair for the next eight years!
The name of the game here is collaboration!
It’s honestly just a great way to network and support other local businesses.
And when they see you promoting them, they’ll be much more likely to promote you.
This is just one simple example, but the principle can be applied in any business! You just need to get a little creative!
3. Takes the spotlight off yourself
It’s easy to get wrapped up in the content you’re creating about you and your business in such a way that you forget the main goal of the content in the first place.
It’s like losing the forest for the trees.
The main goal of creating content is to build relationships with your audience.
Build relationships by educating, entertaining, and engaging your audience so that they come to know, like, and trust you.
Then once they have the problem that your product or service solves, you’ll be the obvious solution. It’s all about leverage.
And the way you create that leverage and build those relationships is by creating content that helps your audience.
In other words – It’s not about you, it’s about your audience!
How can you help them, how can you serve them, how can you give them value!
When you’re creating content all the time it’s easy to get wrapped up in what you’re doing and make it more about you and your business rather than the audience you’re serving.
However, when you’re curating content, it forces the spotlight off of you and makes you think about what kind of content you can share that’s relevant to your audience.
It might be the latest informational article about your industry, or it might be a local story that everyone in your audience can connect with.
Regardless of what it is, it takes the focus off of you and your business and makes you think about what’s relevant to your audience and what they’ll find helpful or interesting.
4. Help give your audience useful information
To continue with the previous idea, content curation is a way to provide helpful and relevant information to your audience.
Let’s face it – if you own a hair salon or barbershop you know how to do hair, but you might not know how shampoo is made.
But if you could find a video that showed how shampoo is made, that would be pretty cool!
That would be something that’s relevant to your work, and also intriguing to your audience.
In fact, they had an entire show around how things are made called “How It’s Made” so people are certainly curious about that kind of thing – so you know people are interested!
Curating content like that is entertaining to your audience, and entertainment is important for building relationships!
You could also publish an article on tips for keeping your hair healthy.
Again, that’s related to your business and also provides value to your audience.
5. Keep up with the times
Curating content does take a little bit of planning – you need to know what’s going on in your industry and in your area because these are the kinds of things you’re going to be curating content around!
You should be keeping up with what’s going on and what’s trending in your industry anyways to stay relevant, so think of this as just another way to make sure you’re on the ball!
Staying on top of the latest research, tips, advice, and strategies in your field is especially good to help position yourself as an authority and demonstrate your expertise.
So How Does One Curate Content?
Funny you should ask.
The very first step is to listen!
Listen to what’s going on in your area and industry!
What’s on the news?What events are happening in your area? What are other local businesses in your area doing? Is there any room for collaboration?
What’s going on in your industry? What are other businesses like yours doing differently – both good and bad? What new information, studies, products, and technology is being released in your industry?
These are all excellent questions to ask, and then most importantly, go find the answer to!
After you’ve gathered information on these topics and answered these questions, find content related to the most recent local news story, find articles about the latest research in your industry, look at other businesses Facebook pages and see what they’re doing.
To find content relevant to your area, watch the local news or get it on Facebook or wherever you consume that kind of information.
To find content relevant to your industry, go to google, type in your industry, and look for recently published articles. Go to the news section of google and find content there as well.
***Pro Tip: Set up Google Alerts for your industry so that you get the latest news related to your industry sent right to your email address every day. Simple, free, and effective.
Next, ask yourself these two questions:
- Is this source trustworthy?
You want to make sure you’re sharing information from a trustworthy source.
With the whole fake news phenomenon that’s going on out there, it’s important that you make sure your sources are credible.
Because think about it – when you share something to your page from an outside source, you’re putting your name on the line.
If that source turns out to be illegitimate, then your audience is going to remember that.
You don’t want that kind of reputation.
It’s like having employees – they’re an extension and a representation of you and your business. So when they have a snotty attitude with a customer, it hurts your business’s reputation.
Think about it like this:
If you go to a restaurant and your waiter is really rude and unattentive, are you going to go back there?
The rest of the restaurant’s staff could be the nicest and most caring people ever, but just one bad experience with the single bad waiter can ruin your entire perception of that entire restaurant.
Even if the food was good, chances are you’re still never going back to that place.
People tend to remember bad experiences. One bad apple ruins the bunch, as they say.
So make sure you’re sharing information from a credible source because you’re putting your brand and your reputation on the line.
- Does my audience care?
Take a step back for a second and ask yourself this, because remember at the end of the day you need to be sharing content that’s relative to your audience.
If they think it’s bogus and they don’t care, then they aren’t going to pay attention to you and your page!
So just to make sure this dead horse is actually dead, I’m going to beat it again.
Make sure your audience cares about the content you’re curating – they’re the primary reason you’re posting content in the first place.
Lastly, personalize it.
If you’re sharing an article, add a comment to the post about what you thought of it or how it can help your audience.
If you’re sharing a news story about a charity event, write a little note about supporting a good cause.
Don’t forget to add your two cents.
By adding a little something to the content you’re curating, you’re making it your own in a sense. It also helps to use that little comment to tie it back in and make it even more relevant to your audience.
Going back to the charity event example, you could write a little comment asking if people were going and prompting them to leave a comment below if they were! (Bonus points for encouraging engagement!)
Curating Content is your friend!
Content curation is an excellent way to relieve some pressure of creating all your own content, stay on top of the latest and greatest things going on in your industry and in your area, and it’s a great way to make some new connections and potentially gain some new customers as well!
So be sure to get those Google Alerts set up and start getting some relevant curated content to your page that your audience will find value in.