5 Pleas on behalf of content A blog on content curation by Beth Kanter begins to answer the question “What is Content Curation” in the following way:

Content curation is the process of sorting through the vast amounts of content on the web and presenting it in a meaningful and organised way around a specific theme. The work involves sifting, sorting, arranging and publishing information.”

Worthy, systematic and time-consuming work no doubt, but sounding similar to an exercise in bulk handling logistics. This brings us to our first plea... 

1. Don’t treat content like a commodity

On the BBI Brandboost website we have a section on Content Writing because we focus strongly on the written word in creating content. Of course, content is more than just text, including visual images, videos and so on.  However, words carry the message and make sense of the visual content. Powerful words will inspire and have memorable impact, which leads us to plea number two...    

2. Be original

There is every reason to research the web for information and use attributed material and stats to support your opinions and messages. However, looking round the web you do come across a number of cut-and-paste jobs; recycled information strung together with rather dull corporate link script. B2B audiences just as much as consumers desire and deserve readability and to receive content they will be glad to share with their social media friends and connections. And so we move neatly to the third plea... 

3. Be engaging

Among the plethora of quotable quotes on content is this great advice from Oscar Wilde: “Be yourself. Everyone else is already taken.” This is complemented by another contribution from Ann Handley of MarketingProfs: “Even when you are marketing to your entire audience or customer base, you are still simply speaking to a single human at any given time.” Content that’s engaging needs to have the personal touch and be sympathetically crafted to engage busy people in need of your information at any given time. In turn, they will engage with you. However, this means you should... 

4. Present responsively

Interestingly, according to a recent Econsultancy blog, the travel industry has been slow to adopt responsive website design (RWD) – in spite of the potentially exciting content it has to share and in spite of the high ratio of site visitors using smartphones and tablets. Of the world’s top 50 airlines, none use RWD and 22% don’t have a dedicated mobile site either. RWD is the ideal way to for most businesses to present their websites to an increasingly mobile audience without having to administer a separate mobile site. Lastly...

5. Get noticed

Inevitably we come to SEO because no matter how good your content is and how well it presents on mobiles, it’s just wasted effort if it can’t be found on search engines. SEO strategies need to adapt to today’s sophisticated search algorithms and fortunately these mean that good content does not require to be peppered with key phrase search terms in order to gain page ranking prominence.

BBI Brandboost has extensive experience in creating original, engaging and relevant content for our clients and their target audiences. We are also experts in responsive design and SEO. Call us on 01494 452600 or by email.