Branding, Curating, Influencing, Selling

6 reasons why curation should be the foundation of your social strategy

Back in March 2015, Kristin Harad invited me to talk about content curation for financial professionals as part of the Implement Now practice management virtual summit. We had a great discussion about content curation and the importance of finding and sharing great content as part of one’s corporate and personal brand building activities.

As Kristin and I discussed the six compelling reasons to curate great content in social networks, what stood out for me was how in sync we were. We hadn’t preplanned any of the conversation, yet we were on the same wavelength. Watch for yourself. It’s only about 10 minutes.

Why should you curate?

Curation of content is a new term for an old concept.

We’ve always shared information with people. Whether we share marketing material about our business or insights about the markets, when we come across information that we think someone else might be interested in, we share it with them because we think it will be helpful to them. That’s content curation.

In the digital age, we have access to an abundance of information – too much information, in fact. And with the advent of social media and online social networks, we now have some of the most powerful tools of publishing at our disposal for delivering information and insight to our audience – our clients and prospects and partners and peers.

There are at least six clear benefits of curating content that are compelling reasons to adopt the practice as the foundation of your online social networking activities

Reason #1 – Curation shows what you know.

By sharing content about your subject matter expertise, you can demonstrate that you are knowledgeable and have something to offer. Sharing other people’s content, in this context, is also a way to promote your self without appearing self-serving.

Reason #2 – Curation adds value to “too much information”.

You are not the only one who feels the effects of information overload. There’s a lot of noise out there and people in your network are feeling that too. Sharing what you consider to be the best quality information helps your network.

Reason #3 – Curation can be a generous act of giving.

You know that feeling when someone tells you about a book you should read and then you read it and it’s great. You feel like you’ve received a gift – just because someone brought something so valuable to your attention. THAT is precisely what curation can do, over and over, for your network contacts.

Reason #4 – Curation can be a way to share your personality.

People can determine a lot about you by what you choose to share and how you make it relevant to them. It’s important to share your self on social networks, so people can get to know you, like you and trust you – because people do business with people they know, like and trust. You are what you share.

Reason #5 – Curation drives engagement.

Social networks are not primarily marketing platforms for lazy people – social networks are about relationships and communication and engagement. The whole point is to engage people, deepen your connections and drive retention and referrals. Curation is a constant reminder to your clients and peers that you’re here and adding value.

Reason #6 – Curation keeps you visible and top of mind.

I share 12 times a day on Twitter, 3-5 times a day on LinkedIn, plus lots on Google+ and Facebook, so there is no way I can produce enough of my own content to that amount of engagement. Plus, why would I want to when there is so much good stuff already out there? Curation allows you to build a steady stream of valuable content that you can deliver to your audience without creating yourself.

See also: Six reasons why your business needs to curate content and 17 practical tips for doing it.



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