In this article, Natasha Zo writes about how to get press coverage and lists three approaches that can achieve results, saying that you don’t need to be a purple cow to garner attention.
One is using content curation to pitch stories that are well-rounded and save journalists time by finding information to counter balance anything that might seem overly promotional. Use curation to do your research, find good stories to tell, and earn a writer’s appreciation by giving them a framework instead of a sound bite.
This isn't directly marketing related, but Nick Wolny has some incredible insights into the people who make these popular business newsletters, like this juicy bit:
“I felt from the beginning that building up an audience on the back of Facebook was like building a business in a rented apartment where the landlord raises the price every quarter. I knew from day one that that would be a horrible idea. I’ve always wanted to be independent.” — Sam Parr via OMR
It's great to get your mind out of marketing sometimes and take a look at what others are doing.
Here’s an interesting take on the rise in magazine subscriptions Dennis Publishing has recently experienced:
Julian Thorne explains that they’re
“...undoubtedly benefiting from the increased appetite for news curation...”
In other words, some print publications are experiencing a comeback because readers like that they offer a finite amount of content.
“To be successful, a print publisher must master the idea of finite space, creating a carefully curated edition each time they go to press. This idea is antithetical to the current state of digital affairs and its never-ending stream of content. A recent report from Journey Group points out the need for digital publishers to grasp the idea of boundaries.”
What does this suggest for newsletter creators?
Readers like publishers who pick out the best for them and stick to a set amount of content at a set cadence. That doesn’t mean you can’t change things up here and there, but it does mean that if you go overboard with more, more, more, your readers might find that overwhelming. They’re trusting you to distill things for them.
In this article, Matt Goldberg explains why Martin Scorsese advocates for human curation over algorithms. While the focus is on streaming services that use algorithms, I don’t think it’s much of a stretch to say that the same applies to curated newsletters.
If I want to know what an algorithm thinks I will enjoy reading, I’ll go check out my Facebook feed. If I want to know what a particular person or business (one that has earned my trust) thinks I will benefit from, I subscribe to their newsletter.
John O’Connell provides a solid case for using curated content in the enterprise sales process in his piece on the UpContent blog.
“There are two important stipulations to that, however. First, make sure that the content you are posting ties in some way to your company’s value proposition. Second, make sure that your commentary explains how the content connects to what you offer customers. This will let those engaging with what you share know that you have an interest in their industry, and that you have solutions to their pain points.”
The tips in this article, from sharing curated content with specific clients to build and deepen relationships to becoming a strong digital listener who understands those clients, their businesses, and their industries well enough to speak intelligently to their needs, are worth reading.
The team at UpContent recently posted some tips for curated newsletter creators. You’ll want to check it out if this is the type of newsletter you write, or if you’re considering this approach.
I’m loving their emphasis on curating inspiring content (as opposed to just content that contains a particular keyword).
“No one bothers to spend much time at all with a newsletter or other piece of content that is not engaging. Everyone has different tastes and preferences when it comes to what they want to read about, but content that is uninspiring will quickly be discarded for something else. There is a nearly limitless supply of material available to view on the Internet, so it is not at all surprising that people expect the best from the content they view.”
Demian Farnworth created an easy way to figure out if you should launch a curated email newsletter over on CopyBlogger. I know, I know. It’s from 2015, but the thought journey you should take still holds solid.
If you’re considering curating a newsletter (or already have a curated newsletter), this decision tree and the article it accompanies will be helpful.
Image credit: Like this infographic? Get content marketing from Copyblogger Media that will give you an unfair business advantage.
Content curation is a powerful way to share quality links and build credibility, but are you doing it the right way?
This Social Spiker article unpacks 10 common content curation mistakes and what to do instead. Perhaps the most important one to pay attention to is failing to give proper attribution.
“Content curation is something that straddles the line of copyright infringement if it isn’t done correctly. Considering you could face thousands of dollars in fines if you are found guilty of infringing on someone else’s copyright, it’s vital to be certain you’re properly attributing all content.”
Key things to avoid:
You’ll want to bookmark this one and read through all 10 mistakes to avoid if you’re curating on a regular basis. It delves into some SEO tips, too.
Daniella Cavalletti explains why content curation is so effective and provides three quick tips for becoming a really great curator.
Image Source: Cavalletti Communications