- Posted by Nigel Edelshain
- On June 11, 2014
This blog talks a lot about the benefits of content marketing but we don’t often talk about the pain of content marketing.
This content marketing stuff is a lot of work.
Each blog post like this can take an hour to develop and write. When we are doing a few of these every week. That’s a few hours per week dedicated just to blogging. Who has the time?
I get it. You are running around all over the place. Customers need attention, meetings keeping come up, phones keep ringing, emails keep multiplying. Not to mention even having a bit of a home life.
A couple of weeks ago, I blogged about one way to reduce the pain of content marketing: Reuse every piece of content many ways. Develop once, repackage and reuse many times.
Steal some content
This week I’d like to talk about another way to make content marketing more achievable: Curate.
What do I mean by “curate”? I mean don’t develop all the content you use. Steal some!
OK, I don’t mean steal some. What I mean is post, promote and feature other people’s content that is useful to your prospects and customers.
And it’s not stealing if done properly it’s actually helping the other people. It’s giving them additional exposure to people that would not otherwise see their stuff. Plus, and it’s a big plus, give them a link from the stuff you post back to their website. This will help them with the all-powerful “Wizard of Google”.
Everything you bring to your potential and current customers that has value to them will be a plus for you—even if you did not write it. Even if you did not create it your prospects and customers will value that you brought it to their attention. Some of the shine from each good resource will rub off on you and make you seem more authoritative in your field.
Make friends and influence people
Plus, since you are essentially promoting the person who developed the piece you will make new friends! People like people that promote their stuff. Once you make these new friends you will also see that new opportunities crop up for you that these new friends tell you about.
Promote other people’s content on your blog and on all your social media accounts. On your blog you can write a quick intro to someone else’s post or include “snippets” of their post in your normal blog posts. On Twitter you can reTweet other people’s content on a regular basis. On Facebook you can highlight posts from other people and include a link to their content.
So “curate” away. Follow a few simple guidelines to do it the kosher way:
- Don’t reproduce complete blog posts without permission use a paragraph or two then say “to read the whole post go to: http://www.mynewfriendssite.com”
- Feel free to write some intro text before you quote a blog post so people get a sense of your thoughts and expertise
- Be careful with images/photos. Most photos are copyright protected. Finding an image through Google does not give you the right to use it (unless you get permission). You need to do a search for images that are explicitly available for reproduction—either on Google or a site like Flickr
- Youtube videos can be freely embedded into your blog posts. When a video is submitted to Youtube the uploader agrees to allow others to embed their video in other content. Be nice though and give them a link to their website whenever you can.
- Always take a “generous” approach and link to people wherever possible–this way you are not likely to have any problems and you will make new friends
Content marketing is pain. But if you use some smart time management strategies you can reduce this pain.
Luckily content marketing pain is followed by content marketing gain. Like going to the dentist it can be painful at the time but it pays off by helping you keep your teeth—or your revenue in this case.