03 May 7 Content Curation Mistakes that Hurt Your Small Business
I’m a big fan of content curation, as it cuts down on the amount of original content you need to write for your email list and social media audience. However, I keep seeing small businesses make content curation mistakes that are doing them zero favors.
In fact, these mistakes are likely hurting their small business.
Think of curated content as a way to help people and build on your reputation as a thought leader. Don’t view it as the fastest way to just churn out “stuff” so you look “active” on social media. It doesn’t help you or your audience.
Here are 7 common curation mistakes – and how to fix them.
Not adding your opinion or commentary
This is by far the most content curation mistake I see. Instead of adding to the conversation, sharing articles, videos or photos with zero commentary just creates more noise.
When you share something, explain why. Do you agree or disagree? Is there a top takeaway that blew your mind? Does the topic or issue affect your clients?
In short, why should someone read the article or watch the video. How will it help them?
Curating low-quality garbage
The internet is filled with sites that churn out content for SEO purposes only. (The more views on the site, the more they can charge for ads.) Most of the content is garbage.
Don’t share garbage content with your audience. It’ll torpedo your reputation.
Only share content from high-quality sources. Whether it’s a huge media company like Forbes or a small company that you admire, be very picky about what you share.
Having no idea what is being shared
I’ll never forget a former client who handed off her social media marketing to a very young 20-something on her team. The client owned a real estate agency in a fast-growing city. The young 20-something shared a quote from The Lazy Song by Bruno Mars.
How many of you would like to work with a Realtor who would rather spend all day in bed than show you properties or negotiate a contract on your behalf? Exactly.
Whether you outsource it or task someone on your team with content curation, insist on a shared editorial calendar and/or approving everything BEFORE it goes out.
Subscribing to a generic service
I know accountants, attorneys, mortgage brokers and financial planners who send out emails containing bland, generic content. It’s typically provided as a service by a company that specializes in marketing for that specific industry.
These emails sucks. They don’t add any value, because they aren’t filled with your unique expertise. Instead of helping, they annoy. And they get deleted.
Posting too frequently
Some people will post a flurry of curated content at once on social media – and then go silent for a couple of weeks. Spread it out! Use a social media dashboard to pace yourself.
And beware of relying too heavily on content curation. If someone wants to read more, they don’t click over to your website. They go to the source of the material instead. We want them to go to you, not someone else!
Relying on the same sources
You might end up looking like a PR person if you’re constantly promoting and sharing content from a handful of sites. Go beyond big media and industry sites and seek out smaller companies.
Better yet, give partners and vendors some love. What are they writing about? Share their stuff. Help them get a bigger audience – and help your audience see things from a new or different angle.
Feeling stuck?
Our approach to content curation will ensure you are viewed as a valuable resource of helpful information. Contact us today to learn more!
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