The Case for Curation as a Service: The Power of Quality Content

The Case for Curation as a Service: The Power of Quality Content

In today's digital age, we are constantly bombarded with an overwhelming amount of content. Whether it's articles, videos, or blog posts, it can be difficult to sift through the garbage and find the gems. That's where curators come in. They are like life preservers for the web, saving us from drowning in a sea of information. Curators are experts in their respective domains or have an obsession with a particular topic, dedicating countless hours to find the best resources and present them in a readable manner. But what sets good curators apart is their focus on quality over quantity.

The Content Marketing Handbook by Priceonomics emphasizes the importance of creating great content that not only tells compelling stories but also provides value to others. It's not enough to simply have content; companies need to make things happen when they publish content. Content marketing should be approached as a campaign that requires tremendous effort. Starting with great ideas, having a plan for distribution, and executing that plan are crucial for success.

Interestingly, the handbook suggests that publishing popular content on your own website can be more effective than trying to gain coverage from external sources. By creating interesting and authentic information, companies can attract their own crowd and establish themselves as leaders in their respective fields. This aligns with the notion that writing something great is more valuable than writing something average. Quality content that showcases a company's expertise and provides value to readers is the currency of truly valuable content marketing.

But how can companies generate such content? One approach is to focus on data. Every company has access to unique data that can be used to create informative and engaging content. By writing about this data, companies can attract press mentions, generate customer leads, and establish themselves as industry leaders. The OkCupid team, for example, dedicated two full-time employees to their blog, investing time and effort to pull stories from their data sets. The key is to stick to what you know and present the facts without extrapolation.

In addition to data-driven content, stories and anecdotes can also be powerful tools for content creation. Everyone has a story to tell, and every industry has a history. By interviewing people within your company and sharing their stories, you can provide valuable insights and engage readers. Authentic information that resonates with your audience is key to successful content marketing.

However, it's not enough to create great content; it needs to be distributed effectively. The handbook suggests having a distribution channel and specific target audience in mind when publishing content. This means considering how your content will be shared and finding the right platforms to reach your desired audience. Social news sites, in particular, can be powerful tools for content distribution, as they democratize the sharing of content and allow for viral spread.

To maximize the chances of your content going viral, it's important to understand what makes content shareable. People share content that makes them feel something, whether it's awe, surprise, or disgust. By considering what a person is expressing by sharing your content and what they can say about it, you can create content that resonates with readers and increases the likelihood of sharing.

The handbook also highlights the importance of attention-grabbing introductions and impactful conclusions. The introduction is crucial in capturing the reader's attention and convincing them to continue reading, while the conclusion serves as a summary and reminder of the key takeaways. Additionally, keeping the scope of your argument narrow and choosing your words carefully can help minimize the chances of making a catastrophic mistake.

When it comes to content marketing, it's essential to have a plan and invest in the effort required for success. Writing something great takes time and dedication, but the returns can be enormous. By leveraging your company's knowledge base, creating quality content, and distributing it effectively, you can attract an audience, establish yourself as an expert, and achieve your content marketing goals.

Actionable advice:

1. Focus on quality over quantity: Spend more time creating something great rather than churning out average content. Quality content is the currency of valuable content marketing.

2. Find unique data and stories: Tap into your company's data and interview people within your organization to create informative and engaging content. Authentic information that resonates with your audience is key.

3. Have a distribution plan: Consider how your content will be shared and find the right platforms to reach your target audience. Social news sites and personalized email outreach to journalists can be effective strategies for content distribution.

In conclusion, the case for curation as a service is clear. Curators play a vital role in saving us from content overload and guiding us to the best resources. However, the success of content marketing lies in creating great content that tells compelling stories, provides value, and resonates with readers. By leveraging unique data, sharing authentic stories, and distributing content effectively, companies can establish themselves as industry leaders and achieve their content marketing goals. So, invest in quality, tap into your company's knowledge base, and have a plan for success.