What is Content Curation?
Content curation is the process of sorting through the vast amounts of content on the web and presenting it in a meaningful and organized way around a specific theme. The work involves sifting, sorting, arranging and publishing information.
Why is it important to Manufacturers who want to reach the Professional Tradesman?
Chances are you have lots of bits and pieces of information on your products/services. They are scattered all over from catalog, tech sheets installations sheets, presentations, etc. We as marketers are so focused on creating content, and in most cases, your first priority is to consolidate all relevant info on a product or service in one place. Once you see what you have, it will be easier to identify the pieces that are missing and need to be created.
Professional tradesman are always looking for help in solving problems, and it benefits both you and them if they can go to one source and get all their questions answered.
Wouldn’t it make sense for a potential customer who is interested in left-handed widgets to find one source that could:
- help evaluate your situation and options available
- give you an independent industry perspective on possible solutions
- give you guidelines on what products to consider for the project at hand
- give you tips on installation
- give you troubleshooting suggestions
- give you tips on maintenance
So if the number-one challenge to marketers is lack of time, doesn’t it make sense to organize first, then prioritize how you’re going to fill the holes?
Heidi Cohen wrote an interesting article, The Top 10 Reasons You Need Content Curation in Your Content Marketing Mix where she outlines her reasons to use content curation.
Here are a few that caught my attention:
- it provides a variety of perspectives which helps increase its credibility
- positions you as a thought leader in your field
- good content will be shared leveraging other people’s audiences
- builds your brand
- content can be segmented for social media and drive folks to your curated site with more information that they requested
So don’t take the ready-fire-aim approach to developing content. Take an inventory of current assets before developing new ones. Also don’t try to do everything at once. If you have products that serve several markets, pick one, do it well, document results and then plan the next one.