Thriving businesses understand that the success of their brand depends as much on the creation of valuable content, as it does on creating products or services that solve problems.
That’s because more consumers are relying on additional information or content from trusted sources to make their purchasing decisions. ‘Trusted source’ content includes opinions of friends, family and peers (as seen on their social media channels), expert blogs, preferred business blogs etc.
By taking advantage of the opportunity to create engaging content, winning brands are able to sway consumers in their favor. These brands have taken on the role of ‘publisher’ – a challenging but necessary enterprise.
The problem is that publishing – consistent creation and distribution of content – is a formidable task. Few brands have the time or the resources to keep up with the pace.
And that’s where ‘Other People’s Content’ or content curation comes in.
Content curation is the blending of relevant information from different sources within the industry (i.e. original content AND filtered third party content) and presenting it in a way that is meaningful and appealing to a specific audience.
The goal of curation is therefore to filter and organize an overwhelming amount of digital content on the internet, and to present consumers with consistent, relevant and valuable information about a particular subject.
Alltop.com – “the online magazine rack” of the web – does a great job filtering, organizing and publishing other people’s content. They collect headlines of the latest stories from the best sites and blogs around the world. The stories are then grouped together by subject into individual web pages. What this does is to make search easier. Rather than dealing with a mountain of information from Google search results, Alltop presents an organized, easy-to-read resource for relevant content.
I think that skillfully curated content is an important digital asset that progressive brands can use to raise their social visibility. Businesses in general should be taking notes and trying to figure out what part they will play in the grand scheme of things.
What are your thoughts on using other people’s content?
The second part of this article will discuss the business benefits of content curation.