For the average professional, the pressure to create content – blogging, tweeting, etc. – can be overwhelming. When not producing your own content, sharing other people’s becomes equally important. Even so, committing time to content curation can be a challenge.
But if professionals are struggling, it turns out marketers are too. That’s according to the findings from a recent report by content curators Trapit. They discovered that on average, marketers believe they should share 15 pieces of content per day to properly engage their customer.
However, 45% admitted that their companies do not share as much content every day as they believe they should. While it also showed marketers are planning to remedy this by spending more time on their content marketing in 2014, content curation is going to play a more prominent part in these strategies. Perhaps not surprisingly from a company selling an app that aids content curation, the report points towards how content curation is becoming more and more important.
That said, if you want to be seen as an authority in your sector, it’s necessary to collect information, engage with what’s being said and add your voice to the debate. The amount of information being generated is staggering, and it doesn’t look like it’s going to slow down anytime soon. Here are five tips that I find useful staying afloat in the face of today’s tidal wave of information.
Probably the most obvious out of the list, but its value can’t be overstated. Identify who is already seen as an authority in your chosen area, filter through their output and engage with those elements most relevant to you. There will undoubtedly be points of difference and agreement between you, so highlight those through reasoned debate on the latest topics. It will demonstrate what sets your services apart from the competition.
I find that the more I read, the more often the same sources keep popping up. If what they’re saying is worthwhile, I’ll make a note and keep an eye on their output. Over time, you can generally tell who is useful and who isn’t. For example, this year I’ve been impressed by ReelSEO with their regular round up of news in the world of video marketing.
Of course, you need ways of managing this bombardment of information. There are already lots of articles on the best apps and systems, but I personally find Feedly, Evernote and Instapaper the most useful. In my experience, they’re quick, efficient and have great user interfaces that take the hassle out of content curation.
Creating your own content is part of any strategy. The research process is a great excuse to discover new content and reports that you can save for future reference. While researching this blog, I unearthed debates around curation that I didn’t know existed. It turns out some museum and art gallery curators aren’t too happy with how the term is being used nowadays (sorry about that…).
Finally, content doesn’t have to be sifted through solely in the digital dimension. At Ember, we’ve got into the habit of sharing content with each other if we think it’s of interest. Seeing as we’re all working towards the same company goals, it makes sense to talk to each other and share relevant ideas both online and offline.
Everyone has their own methods of staying informed, but with the right approach it can be one of the more satisfying aspects of a content marketing strategy.