Your guide to content curation: Why curating works

When it comes to marketing your business, there’s a lot to think about. Why invest in content curation? Let’s talk through some of the benefits.

First, it’s important that content curation should be a piece of a larger content marketing strategy. Still need to pull a plan together? Check out the Hubspot guide listed at the end of this article on how to get started laying out a content marketing strategy. (Did we just curate a useful resource within a curation post? Yep. So meta.)

If you’re already using content marketing, here’s why content curation should be a part of your game plan.

Earn expert status.

Passing relevant news and trends along to customers elevates your business as a go-to for trusted information and boosts awareness of your brand. When people know that they can rely on you to deliver useful info, they’re more likely to open your emails and visit your website.

Invest time in defining how you want your customers to think about your brand. Be deliberate about what you share over email or social media; don’t firehose your subscribers and followers with irrelevant content.

Save time.

It’s hard work to write a blog and develop other quality original content on a daily basis. What happens when you don’t have time to write a post? This is where curated content can help.

You should already be staying up-to-date on industry news, trends and forecasts. Why not gather the most useful articles and social media posts you find, and share them with customers? It’s faster and more cost-effective than creating original content, and serves the same purpose — to keep the conversation going.

Deliver value.

Think of content curation as another way to deliver value. Share content that educates and helps customers make decisions. If you run a tree trimming service, you want your customer to read a news report about tree trimming ahead of hurricane season.

Content curation delivers value without making it all about your business. Why is that important? People don’t like others who only talk about themselves. The same goes for content marketing strategy. Successful content marketing encourages conversation, it doesn’t dominate it.

Better understand customers.

Sharing curated content is a good way to quickly figure out who your audience is, especially when you’re just starting to build your audience. Tracking performance on curated articles allows you to quickly learn what your subscribers and followers find valuable, as well as the format they like to consume it in (e.g., email newsletter, tweet, vlog).

You can also use those learnings to better inform your products or services. For example, a community bank that notices subscribers like articles on personal finance can offer a webinar on personal finance basics or personal finance consultations geared toward young adults.

Grow business.

Curation allows you to share more content, more often. People will notice if what you’re sharing is worthwhile. They’ll also be more likely to think of you the next time they need to make a purchase

Make contacts.

Curating content is all about elevating the work of others, which also happens to be a great way to meet like-minded people. In addition to encouraging a dialogue with customers, leverage curation to connect with leaders and influencers in your industry. Also, know that others are more likely to share your stuff, when you’re sharing theirs.

Stay informed.

The internet is a bottomless well of information and content. Curation helps your business stay sharp by keeping you and your team plugged into the news and reports that are most relevant in your work.

Check out the Hubspot Content Marketing Guide!

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