Mastering the Art of Content Curation

Let’s face it: if you want to use content to attract buyers, there are only two possible strategies:

1.) Create your own content

2.) Share other people’s content

Today let’s focus on #2, which has the fancy name of content curation. Done right, it helps other people while strengthening your network. Done wrong, you become a fuzzy-brained person to be avoided at all costs.

What do you say we focus on doing it right? Let’s get you on the path to becoming a Information Concierge...

Give credit where credit is due. I'm down with OPC (Other People's Content), but only if you respect your sources. If someone else created what you are sharing, give them credit. If someone led you to what you are sharing, credit them, too. These are not just ethical principles; they are principles that make people more likely to send you content of value. The bigger your network, the more people will ask you to share… but only if you share the credit properly.

If possible, link back to the content creator. This gives your connections an easy way to learn more.

Trust, but verify. Before you blast a message to your network, take a minute to make certain that what you are sharing is accurate and true. You don’t have to go overboard here, but Google the facts a few times until you see evidence that you have everything straight.

If in doubt, don’t share.

Start with your own spin. People are busy, and a link or factoid may not be enough to grab their attention or comprehend your intent. In a few clear and simple words, start with the reason you are sharing.

For example, here’s one of my recent tweets:

Only 62% of companies host an annual sales meeting with almost 50% taking place in January & February https://sales.vorsightbp.com/hs-fs/hub/35287/file-2110269961-pdf/eBook_sko_2014.pdf … via @Vorsight

I put the facts up front, then included the link at the end. Note how I also included the company’s Twitter handle.

Be smart. Intelligence is having something of value to say, and knowing what will be valuable to different people. So to be smart, you have to say different things to different people. The more you show people that you only send them content they consider relevant, the more attention they will pay to what you share.

Don’t overwater! Send me 15 links in 10 minutes and I’ll be searching for the UNFOLLOW button. The goal of content curation is to nurture relationships, not overwhelm them. If you get lucky and find an incredible number of resources in one afternoon, file most of them away for later use.

Position yourself deliberately. You are what you share. Don’t share sports scores unless you want to be positioned as a sports fans. Don’t share cute cat photos unless you want to be positioned as a time-waster. Through content curation, you are positioning yourself as an expert on a small number of vitally important topics. It is better to be quiet than to share content that has nothing to do with your desired positioning.

Be trustworthy. Above all else, the content you share should reinforce your reputation as an expert and reliable professional. Content is Currency; you wouldn’t knowingly spend counterfeit $50 bills, so don’t pass around content that doesn’t pass the sniff test.

You may not have created the content, but by sharing it you will be standing behind it. Make sure to only share content that meets your high standards.

Jill Rowley delivers keynotes, strategy sessions and workshops on Social Selling. Always Be Connecting! Your network is Your net worth.

Image: opensourceway/Flickr