In a world where everyone shares something without real added value, we are faced with information pollution, not its evolution (C) Artem Welker. Content curation has emerged as a remedy that could help keep us from drowning in the information ocean. But, in fact, it turns into a disease feeding this ocean. We have used curation to find relevant data and strengthen our content marketing efforts unfortunately, some companies are abusing this method feeding this ocean of content where 27M of elements are shared every day….
When Curation is a disease
Let’s take a look at how users and businesses are turning this effective tool into a disease littering the digital landscape.
1) When you share without adding value
Content is nothing without context. For this reason, it’s essential to add your own voice for each piece of content, thereby delivering value and having a strong identity with you. However, from my experience, most SMEs and startups just share links. Because it’s simple and inexpensive. Congratulations! You joined the army of clones who share similar things.
Another complication is related to keyword-based content curation tools, when we are enclosed by a “filter bubble”. Marketers share the same content every day, increasing the depth of news noise.
Result: You don’t exist. You don’t deliver your voice.
2) When you violate the correct curation proportions
There are different rules regarding the proportion of pastoral, original and promotional positions. Some people talk about 30/60/10, others prefer 10/4/1. In fact, everything is correct. Because the main thing you need to consider is your strategy where curation is just one part and not the whole pie.
However, if we look at a lot of small businesses or startups, we can notice that they share content, but do not produce anything themselves. How many times you tweet is therefore irrelevant. If you just tweet links, you miss out.
Result: You have no image. You don’t mark your brand. No one will remember your name.
3) When you ignore most forms of curation
Very few people are capable of generating knowledge. They more simply generate information by the secondary replication of facts created before them. As Isaac Newton said, “We are all on the shoulders of giants. “And there’s nothing wrong with that!
If you want to create something, you have to cure something first. But that does not mean that a priestly bond is a result. It’s just part of your job when you’re trying to make a delicious pie for your customers.
Therefore smart marketers will rely on the five different forms of curation: aggregation, distillation, elevation, blending and chronology, where link sharing is just one of five cases. If you ignore others, you will annoy your customers and followers.
Result: There is no narration. There are no long-term relationships.
4) When you focus on frequency, not quality
Excess sharing is a classic situation with cheap fuel. When it is not expensive to set up something, you lose discipline. So sometimes I can see twitter accounts spamming other users with tons of messages.
I believe that the main point of today’s content marketing is to focus on quality, not frequency. If you post too often, you become a spammer, not a marketer.
Ok, you see the “growth of followers”. But in reality, it’s a bunch of robots that love you for your hashtags or keywords, not your brand.
Result: There is no real communication with real people. There is no customer conversion.
5) When you focus on the second measure, not on lead generation
We know that in 85% of cases, conversations are a great way to build leadership and expertise. And I agree that they play a big role if you build a community and educate your audience. However, quite often they do not help generate leads when we share links, as they can drive traffic to other sites. So it’s ineffective in getting traffic and increasing sales.
The digital novelty is focused on the social. Social reactions are a new form of “backlinks” now. Whenever someone likes or shares your content, it creates a link that leads to your site or product. In this way, you increase your ranking on Google. The truth is that when you cure links without touching them, you are creating backlinks to other sites, not your own.
Result: There is no traffic to your site. There is no effect for SEO.
When the Curation is a remedy
Curation is like pills. If you know how to use it, it’s a remedy. And it works well, like aspirin. Here are some rules you should follow:
1) Combine the different forms of curation (aggregation, distillation, elevation, mixtures, chronology);
2) Add your voice to each parish party (a unique comment, a story, additional information);
3) Add a brand identity (brand elements, images, the logo, which leave the mark of your brand);
4) Keep the right proportions (30/60/10 or 10/4/1, but never use it as a main strategy);
5) Use multi-channel curation (curation not only of rss, blogs, but also pages of social media, groups, accounts, newsletters);
6) Add relevant links to your site (provide posts with links to related content, so that they work for your SEO).
In a world where everyone shares something without any added value, we face information pollution, not its evolution. This is true for social media users, but also for marketers.
That’s why the time for hopeful experiences is gone. However, the experimentation will have led to a significant track of errors, which can be great lessons for each of us. Be wise, be focused on the result. And the most important thing – deliver yourself and don’t be a spammer.
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