There’s a lot of chatter about content curation versus content creation. Some people say if you’re not good at content creation you should curate content and be active on social media. Content curation has its place — it’s what you should do when you’re not promoting your own content. Don’t be lazy – anyone can create / repurpose content. You might have a content chest you can tear open right now and get a jumpstart.
Be a Content Hoarder
Many people don’t realize they have content hidden away. Oftentimes if there was a presentation of piece of writing I was particularly proud of at work I would save it on my computer. I didn’t have a reason other that I thought at some point it might be useful to me in some way – not in the way it was used for work, but just a different way.
Have you ever written anything down and saved it? Have video, audio, or old school papers? There’s content right there. There’s opportunity to make money off of old content. Even if it doesn’t seem relevant right away. For example, I had a pizza recipe with a story that tied into my hometown and grandmother. It doesn’t directly relate to my blog, but it relates to me as a person, and sometimes people want to know who they are interacting with.
So take the time to archive content you think you have and, going forward, take every opportunity to archive content you create in any form. Curate softly and carry big content!
Learn How to Repurpose Content
There are many ways to repurpose content, but the easiest way would be to take existing textual content and edit it for the the Web and your particular audience. Once you have edited content, you can create a podcast based on that content, YouTube video, SlideShare, etc.
Photos are super easy to repurpose. Who doesn’t have old photos that can spark discussions? Just post and see what happens.
Distribute Your Content Infrequently – Don’t be Obnoxious
I think too many people aren’t social enough when using social media (including me). Instead of sharing links and over-promoting your own work, try setting up a tab in HootSuite to listen to chatter going on in your industry. It’s easy to filter through social media noise when you have power tools like HootSuite. Answer questions. (You can separate your personal and business endeavors on Facebook and use HootSuite.)
It’s easier to promote your own work when you help people. I follow some industry leaders that provide very little value on social media. It’s fine to be random at times on social media, but if you’re always off-topic you’ll lose followers… well at least in my book. Some people can get away with it…
Generally 5-15% of the time on social media you should promote your own content according to social media experts like Guy Kawasaki. Seems fair to me.
Help People with Problems – Let Them See Your Content is their Answer
Everyone is happy when there is a win-win. A great goal to set is to create really useful content and convince others that your content can solve their problem. In a sense this is advertising, but with really developed content it’s not advertising — it’s content marketing. I don’t feel sleazy promoting really developed content to anyone and you shouldn’t either. Listen to industry chatter with HootSuite or similar tool and offer to solve problems with your content. When people trust you, you can sell them things. Sell yourself first, then products.