Just as every superhero needs his or her sidekick, so too does content creation.
But far from being its poor cousin, content curation has a multitude of benefits, many of which are overlooked in the drive to display “thought leadership”.
3 often overlooked benefits of content curation
1. Generating demand for a particular service
If people don’t perceive they have a need, then they’ll never buy. My friend, Tom Skotidas, put it brilliantly when he said “content curation is essential for demand generation.”
Think about it.
If Harvard Business Review says why more professional services firms need to be thinking about social selling and the benefits, people in those firms will start to consider social selling. They’ll be more likely to notice information about social selling in professional services firms.
It paves the way for your own content.
2. Overcome pigeon-holing
Unless you have a lot of time and/or an army of content developers on board, it can be difficult to regularly put out compelling content. However, by regularly sharing good third party content, interspersed with your own, you can keep in front of your clients, referrers, prospects, and colleagues.
You can position yourself as a go to source of info and as being on top of the issues in your area. Over time people will begin to associate you with the content you share and think of you when they have a need.
3. Adding rocket-fuel to your referral and prospecting strategies
By sharing others’ content you get on their radar.
You can then begin to have conversations and start to build a relationship with them. They then start to notice your content.
Don’t underestimate the power of this.
In the past month alone, I’ve had three new business enquiries from people who’ve been referred to me by people I’ve never met!
I’ve had conversations with them on social networks and talked via Skype and they’re recommending me on the strength of that, the content I share (both my own and third party) and discussions we’ve both been involved in within LinkedIn groups and Google+ communities.
I’m convinced that if I’d taken a Kath and Kim “look at me” approach and only shared my own content (however helpful), this wouldn’t have happened.
No-one likes a self-promoter!
How do you find good third party content?
There are so many great sources of content including:
- Aggregators such as Feedly, Pulse and Flipboard. Download one of these onto your phone and follow bloggers and publications of interest to you and those you wish to engage.
- Your LinkedIn, Twitter, Google+ and Facebook feeds including groups, lists, trends, communities etc.
- Industry publications.
- National and international media.
- Google Alerts.
- Find two pieces of third party content relevant to your area each week and share them (remembering to include your own intro) via social networks, emailing selected contacts who will benefit from the piece, and your other channels.