Producing original content is a resource-intensive endeavor that requires a lot of time, energy, and money.
Moreover, there’s already a ton of free content out there, so it’s probably safe to say that we are approaching what Mark Schaefer dubbed Content Shock.
The supply of content is ever-increasing but the demand for content remains the same because our capacity to consume it is limited.
Sooner or later, we will reach the point where content hong kong whatsapp number data marketing will cease to be effective due to this mismatch between supply and demand (Content Shock).
What is Content Curation?
Content curation is the practice of sharing content produced by someone else with your audience.
This isn’t a new concept: art galleries curate works of art, fashion editors curate clothing trends, radio stations curate music, etc.
Curating digital content is becoming increasingly popular, especially in the email marketing space.
Say, Tim Ferris shares various recommendations on his 5-Bullet Friday newsletter, including links to interesting digital content such as articles, podcasts, and YouTube videos.
Providing value to your audience
While content curation does require an investment of time, energy, and money, it’s nowhere near as resource-intensive as content creation.
It allows brands to provide value to their audiences without having to produce original content from scratch.
This is especially helpful when it comes to disruptive ideas for strong teams keeping in touch with your audience via email marketing.
Ideally, you want to reach out to your email subscribers at least once a week, otherwise, people might forget who you are.
However, the reality is that creating high-quality, original content at that pace may not be sustainable if you are operating under severe resource constraints (e.g. juggling a family, a full-time job, and a side hustle).
Meanwhile, sending out a weekly newsletter with content recommendations is much more doable. And it still provides value to your subscribers!
Building trust via social proof
93% of marketers agree that consumers trust content created by customers more than content created by brands.
This means that sharing other people’s content on social media can be more effective than posting your own if it provides social proof.
For example: Let’s say that you have an ecommerce business where you sell hiking backpacks.
If a customer posts a photo of themselves on a trail liechtenstein number with one of your backpacks and tags you, then sharing that photo with your Instagram audience would provide social proof.
When it comes to building trust, it would be more effective than posting your own photo promoting that same backpack.
Building relationships in your industry
Content curation can be a great way to build relationships with influencers, journalists, and other brands in your space. Everyone appreciates a shout-out!
And you never know what opportunities this might lead to down the road – media features, affiliate partnerships, co-branded partnerships (71% of consumers enjoy them!), etc.