Posted to Leigh Carver's blog on February 12th, 2013

Why Should I Implement Content Curation for My Brand?


Man at computer wondering about Curated content.
If you follow Volacci on social media or talk to us more than once in a blue moon, you've probably heard us mention content curation. Effective digital marketing strategies include content curation as a key component-- so if you aren't curating, or if you don't know what content curation is, we’re publishing a three-part guide to the what, why, and how of curated content. Last we answered the question "What is content curation?” This week, we'll discuss why it's so important for your brand to curate content.
Curating content is a great marketing tool, and one that's rapidly catching on. In this blog entry, I'm going to cover the three areas of benefit when it comes to content curation: your customers, your brand, and your SEO.
1. Customers benefit from curated content.
I listed this benefit first because it's the most important component of curated content. The focus of every curated piece should be on providing benefit to your audience. If this is not the main object, curating content will be detrimental. 
(How can it hurt? Here's the skinny: Not only will you lose your audience’s interest, but you’ll be penalized for doing so. Google and other search engines have advanced algorithms that evaluate your content, so if your content is boring and alienates your readers, not only will you lose your audience, but your site won’t even rank on the SERPs. Talk about detriment.)
Regularly publishing content on your website builds client trust in your brand's vitality. You're active, you're alert to the goings-on in your industry… so you'll probably be very aware of your clients and their needs as well. It's good business to curate content: it shows that you're thoughtful, intentional, and most importantly passionate about what you do.
Curated content is important to your clients because it educates them. As a consumer, I'm much more likely to trust the brand that provides me with the information to educate myself not only about their product, but about their industry. Curated content goes a long way towards building relationships with your customers while requiring a very small amount of effort on the part of your brand.
2. Your brand benefits from curating content.
Knowledge-sharing builds awareness of your brand with leads, customers, colleagues, and within your industry. Having good relationships with your industry colleagues is important to the ultimate success of your business as well. Sharing information between colleagues-- and yes, even competitors occasionally-- is key to growth. Posting great, informative content that sparks your colleagues' interest encourages sharing of that content, raising the visibility of your brand and positioning you as a thought leader.
Successful businesses lay claim to thought leadership within their industry. When they speak, people listen. And if you're a heavyweight thinker in your industry, your products or services will be recognized as highly effective.
Furthermore, curating content has a much more direct impact on your business: whoever curates the content is going to learn a lot about what's going on in the industry, oftentimes to the point that they can spot trends and new developments well before they arrive. Sifting through the sheer quantity of information that is a required part of curating content means that very little happens in your industry that you don't know about. What company doesn't want someone with that kind of knowledge on their staff?
3. SEO increases with more content
When I started at Volacci, I knew exactly nothing about SEO. I was brought on to do content, and I existed in my happy little content bubble, churning out curated posts, until one day one of my coworkers poked his head out of his office with good news.
I'd been curating two pieces of content a day for a client for a little over a month, and since we began posting that content-- no other changes had been made to the site-- traffic had increased by more than 26%.
As it turns out, having websites with a lot of high-quality content will knock your SEO out of the park. Google requires websites to meet its content freshness requirements, so if you're posting fresh content that includes a date and authorship info, as well as keyword-rich links to your site's most important pages, that's all going to contribute to bringing in more traffic. Additionally, posting fresh content makes it shareable, so you can promote it via social media and get a steady stream of traffic coming in from that, too
So, to recap, curating content is important because:
  • It builds trust with your customers
  • It shows how engaged and thoughtful you are
  • It provides knowledge to your audience
  • It promotes brand relevance
  • It builds industry credibility
  • It builds your own expertise
  • It dramatically improves your SEO.
Now that you know what content curation is and why it's so important, check back in next week for an informative post on how to get started curating content for your business. As always, if you've got any questions or remarks, leave them in the comments below.

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