As a sales rep or sales manager, you know that finding relevant content is essential to enable your Social Selling process. Without it, your activity as a sales reps is limited to pitches and conversations with little to no value. Unfortunately, finding relevant content to share every day takes time, and when you do find it, it's often difficult to get it organized. That's where content curation comes in. These are a few concepts and tips to ensure that your content cupboard is never empty and that you stay available as a valuable resource to your buyers.
What exactly is content curation?
Although the term “content curation” initially began as a buzzword coined by those in the Internet world who keep up with online content, the term has now gone mainstream and is considered a necessity for anyone who wants to create a successful online presence. Content curation is not so much the act of generating the content itself, but rather selecting the right content from a variety of different sources and then organizing it all in an orderly fashion.
Think of content curation as an essential step in the art of social selling. As an example, Forbes states that the content you use in social selling should not only help to tell a powerful and emotional story, but also assist in building social connections. Your content should help to move your story forward and align it with where your buyer is at every stage of the funnel.
Remember, content curation allows you to build the story and is what provides you with valuable assets to tell the story to your buyer.
Feedly basically collects RSS feeds in a way similar to the now defunct GoogleReader, then sends all the content to one place. This means that rather than visiting all your favorite blogs, newspapers and magazines every morning to search for new content, you simply visit Feedly and collect your content.
Topsy allows you to search and analyze the web for content. It is actually a search engine that finds content that is currently being shared on social sites such as Twitter and Google+. Simply type in the relevant content you're searching for and Topsy pulls up articles, tweets, photos and videos. It even provides social analytics for you to track the most popular topics being discussed throughout the day.
Pocket doesn't actually work as a source for finding content, but rather as a place for you to store the content you find. The advantage to this is that Pocket allows you to save and curate your own content at your discretion, giving you the ability to share it whenever you desire.
Uberflip helps you organize your content, such as social media, white papers, videos and more into a beautiful, responsive content Hub. The best part about Uberflip is that it not only allows you to tailor your own content streams by buyer persona or funnel stage, it also integrates with MailChimp, Marketo, Hubspot, and Eloqua to help you gains traffic and qualified leads.
Putting it all together
Although you may curate a large amount of content, it is still a good practice to share your content in varying themes which you can then rotate in and out over time. As an example, you could share content about your industry and productivity tips, then slowly switch to themes about sales and what's hot in the marketplace.
Finally, don't forget to add a human element to the content that you do share. It's not enough to simply post or tweet something to your followers. Instead, explain to your social buyers why you think the articles or images you share are relevant to them, then work to establish a dialogue between yourself and the buyers by asking for their opinion and comments.