Following the lines of 7 Reasons NOT to do Content Marketing, I put together a list of reasons why some individuals and organizations may NOT want to include content curation or use of content curation tools as a part of their content marketing strategy. Since content curation is a means of bolstering your content marketing strategy, there is some overlap of themes within these lists.
1. Your topic area is too broad. Let’s say you are a mobile broadband provider who makes mobile broadband equipment. Then don’t curate content about iPhones. There are plenty of other sites that the public can go to for this type of information. Curate content that’s specific and unique to your business, where you have a shot at being an online leader. If you are selling mobile broadband equipment, then your content curation and content marketing should be centered on that.
2. Your topic area is too narrow. If you want to focus your content marketing strategy on an extremely specific topic, you may be relevant to a select audience, but you run the risk that you may have too little content to curate in the first place. Instead, you may want to broaden your topic. For example at Content Curation Marketing, though Curata is aimed at B2B Marketers, we have made this site broader to focus on Content Curation for Marketing as a whole independent of if it’s a part of a B2B marketing strategy or not.
3. You are unwilling to include competitor content. If you are unwilling to curate content produced by competitors, then your content curation strategy will fail. First off, you will not capture all the relevant content. As a result, your audience will not rely on you as a trustworthy source of information on your topic area. This doesn’t mean you have to publish all the content from your competitor, but you do have to take a leap of faith and publish some.
4. You are not relevant to your customers. Content curation enables marketers to publish and distribute high volumes of content that they would have otherwise been unable to do through solely producing self-created content. But this power is dangerous and may fatigue your audience if you are not relevant. Through content curation, you may now have sufficient content to email your customers every day, or tweet every hour. However, if your content is not relevant, this risk is high and they may get fatigued and stop following you.
5. You do not editorialize. As a content curator, if you are only filtering content then you do not have a good shot at succeed. To be a true content curator, you will need to editorialize your curated content by writing your own supplementary original content, commenting on curated content, and organizing the content in a value-added manner.
6. You lack discipline. Unlike any other approach to content marketing, content curation requires the most discipline in that it requires constant active involvement. While blogging and writing are periodic activities, a content curator has to be on the constant look out for new and interesting content to share with their audiences. Though automated solutions may help identify content, content curators still require the discipline of explicitly reviewing that content and publishing it.
If you are an active content curator and there are other points I may have missed, please let me know. If you are new to content curation, I would recommend reading my eBook that provides an overview of how to be an effective content curator and leverage this approach for the content marketing strategy of your business or organization.