Content curation has become an important marketing tactic for professionals to engage clients and prospects on social media. Whether on Facebook, Twitter or Linkedin updates, professionals are sharing relevant articles found on news sites, magazine sites, industry sites, blogs, Youtube, company blogs and their own professional blogs. Sharing content which professionals may already be monitoring for their own consumption requires little incremental effort and allows them to engage clients and prospects with a frequency that is achieve from blogging alone. Having a professional select good content from an information-rich web enables readers to save time while receiving relevant content. Further, a well crafted introduction to the shared content can help readers make sense of an article and get to its key points quickly.
In this post, we address the question “How to curate content with differentiation?” One way is the choice of content and its overall mix – is the content relevant, fresh, different? Another is the way the content is introduced and how that introduction is being crafted. Here’re 7 ways one can choose to introduce curated content:
- Articulate your point of view
- Say why the article is important
- Tell the reader what the article is about
- Summarize the article
- Explain the contents within the article
- Highlight the key point/s in the article
- Ask a question
After choosing how you want to introduce an article, crafting it well further enables you to demonstrate your expertise, thoughtfulness, and understanding of what’s most important to your readers.
To illustrate the different ways to introduce curated content and how these introductions are crafted, we select content curation examples found on Linkedin Pages These examples are chosen from professional services firms in financial advisory, accounting, and insurance.
1. Your point of view
Bernhardt Wealth Management responds to an Investmentnews.com article on NAPFA’s decision to ban its members from owning even a small stake in commission-based firms by expressing its view that “this is a good move”
“Anything the financial services industry can do to mark things more transparent and remove conflicts of interest should be applauded. This is a good move by NAPFA….”
SICA Wealth Management adds to a Bloomberg.com article on Facebook’s valuation by expressing its view that continuing to grow mobile ads will enable Facebook to sustain demand for its stock.
“…If they can continue to grow their mobile ads, they will have a sustainable demand for their stock”
2. Why the article is important?
Capstone Financial highlights the importance of a finance.yahoo.com article on beneficiary forms by warning about the consequences of mistakes in filling out those forms
“One mistake could cost your children’s inheritance”
3. What the article is about?
State Compensation Insurance Fund introduces a cnn.com article on the workplace light by telling readers in a sentence what the article is about – health and productivity benefits from daylight.
“CNN reports on a study that suggests worker’ health and productivity benefits from exposure to daylight…”
4. Article summary
Thomas Miller Investment summarizes a trustnet.com article on the financial impact of the Russian/Ukraine standoff in a sentence containing the gist of the article.
“Several diversified funds with exposure to Russia have made positive returns….but…the worst is still yet to come…”
5. Explanation of article content
Kim Crouch CPA introduces a journalofaccountancy.com article on tax implications under the National Mortgage Settlement by explaining what one’s tax liability is likely to be under a certain scenario.
“If you went through a foreclosure of your primary residence in the last few years and received a National Mortgage Settlement check in 2013, it is most likely not taxable, although….”
6. Key points
Mooney Insurance Brokers highlights the most important point in an inc.com article on cyber liability insurance – that such a policy is needed if you take payments or collect personal information
“Does your business need a cyber liability insurance policy? The short answer is: If you take payments or collect personal information… the answer is YES”.
7. Ask a question
Serenity Accounting introduces the fastcoexist.com article which discusses the life of foundations by asking the question on whether foundations should be shut down within the philanthropist’s lifetime.
“Should foundations shut down within one generation?”
Are you differentiating how you introduce curated content and how you craft that introduction?