Content Curation – The Beginning
Today, we have some information for you that is really vital to your success as a content curator. We’re going to start “from the ground up” and make sure you have a good grasp of some very basic concepts right at the beginning, and that you understand just why you really should join us in “Curation Works”.
We’ve found that if people simply jump right into content curation … without really understand what it is and why it’s such a powerful strategy … that they have a tendency later on to “run off the rails”, as it were. If you’re going to curate content, you need to know how to do it correctly,
otherwise you can run into serious problems. Understanding the basic concepts behind curation is the first step to building a good foundation of “best practices” that will follow you into your later curation activities.
When marketers first ventured onto the web they employed a simple “outbound” strategy. You would send your offer “out there” to the public and, in effect, “go out and get” a prospect or customer.
As web users became more sophisticated at search techniques and at using the web in general, things had to change. Users became more and more in charge of what they were seeing, and marketers had to change to a more “inbound” strategy. What that meant was that marketers, in essence, became “content publishers“, providing content that would then “attract” users to their offer. You’ve heard the term “Attraction Marketing” … well, this luring of the prospect to your site or offer is exactly what that means.
When this change happened, it brought about several huge changes to the things marketers needed to know and do.
Important Changes You Need To Know About
1) Blogs became hugely important. Simply throwing around affiliate pages didn’t work anymore as those pages are not what most people on the web are looking for. Most people are looking for INFORMATION. When they find the information they’re looking for, and there is a sale page for something at that point, people are fine with it. But, they want the information they seek to lead them there … they don’t want to be hit with it right off the bat. Users want to get to “know, like, and trust” the source of the information they’re receiving, and a blog is the perfect place to do that … so marketers became bloggers.
2) Since marketers were now “information providers”, they suddenly had to become “experts” and “authorities” in the field they had chosen as their niche. Gone were the days of marketing a whole range of products in many different niches. Who could possibly know everything there was to
know about both Golf and Vitamins, for instance? If a marketer had to run a blog on natural supplements, how could they possibly find a time to also run one on popular vacation spots? You can’t be an expert on everything … and so people began focussing on one niche and then going through a long process of building a reputation as an expert in that field. This was great … but it did take a long, long time.
3) Suddenly marketers were “Writers” and “Producers“! The bottom line here was that marketers had to become producers of quality content. They needed blog posts, videos, podcasts, articles … they needed content! And, they needed a lot of it … all the time. This drove lots of folks to distraction. The burden of constantly having to create good, quality content could drive an otherwise competent business person … right out of the marketing
world! And all because they might not be a writer or a powerful public speaker!
These changes were huge and created massive changes in the marketing world. But, the way things have evolved over the last few years now presents us with a great way to, not simply “overcome” these problems, but to actually take advantage of these changes for our own use. This is what Content Curation is all about.
Your Job As A Content Curator
As a “Curator” of content, you are bringing your readers the best, most informative content on your niche subject all in one place. Your job is not to create all the content on your site … your job is to go out daily and find the best content there is on the web … and gather it all together in one place … with your own commentary … for the convenience of your readers.
When you do this, two things happen:
1) You create a site with a huge amount of new content consistently being provided. Your readers … and search engines … will love this.
2) You create this site with only a fraction of the work you would be doing if you created all the content yourself.
This is a bit of the history behind just how we came to the point we’re at today … where large corporate sites are curating content and people are starting to understand what a powerful concept this is. Knowing the What and Why of curation is just as vital as knowing the How.
That’s it for today. If you can today, take the time to visit your Curation Works back office and study some of the videos you’ll find there. Take special note of Videos #1 and #2. These are the videos from our first Live Session, and Don covered the above material in greater depth there … along with a whole lot more. Also in those videos, Steve demonstrates a simple method of Manual Curation. If you’re looking for where to start … those two videos are the place!
In our next post, we’re going to talk a little bit about why search engines are so “gung ho” for curated content.