PR Log - Jul 20, 2012 - A few days ago, Ruby Media Corporation created a blog on their website where the company experts share some of their marketing ideas and discuss growing online trends that could potentially be used to promote businesses and brands. Their latest article published at rubymediacorporation.com and called “Why Content Curation Should Be A Vital Part Of Your Marketing Strategy” delves into the matter of content curation and presents some uncommon points of this idea that can be successfully used to promote a brand or product.
The article starts with presenting the reasons which ultimately led to developing content curation as an effective method to create content. According to the author, the web at this age and time is a place filled with chaos and finding a piece of reliable and interesting information is a daunting task. Content curation was designed to solve this problem through meticulous collecting, organizing and then sharing high-quality information. This idea has now become “a truly mainstream practice that provides many benefits not only to consumers but also online marketers”. To prove this, the author points into Pinterest, one of the fastest developing online services these days, that is based solely on content curation.
In the second part of the article, the author tries to identify the main elements of content curation that make it a paradigm adopted by so many people. The first reason stems directly from the previously postulated “degradation of information”. Content curation is presented as an efficient way to make your website “shine through the clutter of useless information and offer high-quality information to potential customers.” Ruby Media also stresses the importance of engaging your users with quality content before you try to sell them your product, thus building a relationship based on trust in your brand. Moreover, it is recommended to establish a regular publishing schedule, because it will allow your visitors to develop a habit of visiting your website for news which is what we all desire.
Another very interesting idea presented by Ruby Media is creating a content curation strategy based on three pillars: creation, contribution, collection (dubbed aptly as 3Cs). This marketing approach was originally used by Huffington Posts and the author encourages other companies to follow their footsteps.
The last part of the article deals with the problem of copyright and stealing content, which has always been very controversial associated with content curation. The author provided a list of good practices when curating content online, which, if followed will allow you to stay on the positive side of the curation spectrum. The need to acknowledge the original source is strongly emphasised, pointing out that “this is the reason why the economy of sharing works in the first place, because we all share our audiences and provide the benefit of our endorsement”.