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Have you heard the phrase “content fatigue” yet? We expect you’re going to hear more about it very soon, as the amount of written and video content on the web is fairly overwhelming to the average user. Content fatigue can set in when the volume of information includes too much poorly written or non-useful clutter. It’s information overload on your personal device. Content fatigue causes customers to turn away from the stories you’re trying to tell because of too much fluff and not enough concrete information that they need right now.
But there is a way to slow the pace of content fatigue – or halt it in its tracks. The answer is thorough content curation.
What is content curation?
In simple terms, the process of content curation is the act of sorting through large amounts of content on the web and presenting the best posts in a meaningful and organized way. The process can include sifting, sorting, arranging, and placing found content into specific themes, and then publishing that information.
Content curation doesn’t include creating new content; it’s the act of discovering, compiling, and sharing existing content with your online followers.
A business can avoid content fatigue by writing white papers, blogs and producing video content that has real relevance to their audience. Over the past several years, businesses have attempted search engine optimization (SEO) by publishing volumes of content on social media. But search engines have grown more sophisticated in their algorithms, and in 2016 low-quality content can actually push your site lower on SEO rankings. That’s bad news when you’re on the hunt for customers.
This strategic process will help businesses understand their audience and post relevant material on social media. It includes three steps:
1. Research The first step toward relevant content is to understand what your audience is interested in. Develop a client profile that includes demographics (age, gender, race, culture) and psychographics (values, needs, attitudes, beliefs). Research should also include monitoring topics, hashtags, and keywords that are important to your target audience. (Tip: Hootsuite is a great tool for this.)
2. Publish If you’re reposting a link, make sure you read the entire article to avoid embarrassment; sometimes the headline is the best part. Also, Google Analytics is a great tool for tracking audience engagement. Pay attention to the content makeup of posts that are doing well. What's being shared? Is traffic to your blog increasing? These are all questions that should be answered as part of content curation.
3. Enhance Analyzing what works is part of the process; social media isn't complete until you’ve polished your content. Are you using cool graphics with your written content? When was the last time you offered a free white paper? What about a complimentary webinar? Finally, if content is king, then videos are King of the World, because, by 2017, video viewing will account for 69% of all Internet traffic.
If it seems like content curation is a full-time job, you’re right. But the time investment will yield true customer loyalty, a better brand image, and more revenue. Artisan Talent has full and part-time content experts that are available immediately to help you figure out your audience – and how to reach them. Contact us to find out how we can help your business stay relevant even in an era of content fatigue.