A successful content marketing strategy that scales requires a mix of curation and creation. Some companies hire people to take on both roles, while others separate them into two different ones. Either way, if you have someone curating content, you need to guarantee that they possess a certain skill set. NewsCred spoke to some content marketing experts to get their opinions on what makes a great Chief Content Curator.
“A curator is like a sommelier,” says Robin Good, a new media communication expert and the publisher of MasterNewMedia.org. “Through their experience and knowledge it allows others to discover and learn how to taste and appreciate flavours and wines before unknown to them.”
According to Good, the best chief content curators have a strong interest in a specific field. They should “have spent huge amounts of time studying it, working in it, and making friends and relationships in that area.”
Key takeaway: If you’re selling tires, your chief content curator should have worked with automobiles. If you’re a music company, hire a former producer or artist. Chief content curators must know an industry inside and out. Otherwise, their lack of knowledge will be evident in the content they’re showcasing.
Former journalists make awesome chief content curators. This is because they know how to research and investigate and find the dirt. Good says they should have “strong crap-detection and vetting skills” as well and always be looking to discover new information.
According to Pablo Binkowski, managing partner at Dendrite Park, a “chief content curator has to have [a] certain curiosity to deep digger to bring real value to the audience and ruthlessness in rejecting sub-standard, unoriginal, and shallow content.”
Key takeaway: If chief content curators are obsessed with distinct topics and niches, they will tirelessly research everything and anything on them. They will know the difference between good and bad content as well. You don’t want your brand putting out lousy content. Chief content curators act as filtration for brands and help them avoid that pitfall.
Know and Love Your Audience
“You have to know and love your audience,” says Binkowski. “I would only post things that get me genuinely excited. I ask myself a question: will I be talking about it at the dinner table tonight? If not – it’s not good enough. That’s how you show you respect your audience.”
Since chief content curators are ideally hooked into the worlds of their audiences, they will be interested in the same content. Martha Spelman, a marketing consultant, says they need to be able to identify “the type of content the audience will find helpful, valuable and relevant, and what channels will be used to best reach the company’s audience.”
According to Lisa Nirell, a strategic marketing and CMO advisor with EnergizeGrowth in Washington DC, a chief content curator should have a proven track record of connecting with the audience and “a history of expanding their audience by using effective analytics tools that can continuously track results.”
Key takeaway: Your chief content curator not only has to be familiar with content, but with the audience as well. They have to be able to pinpoint what the audience’s wants and needs are, and what is lacking for them. They need to know which platforms they’re hanging out on and how they digest their content. They have to be able to meet them on their level.
Not Afraid to Measure
Chief content curators must be knowledgeable about the various platforms they’re utilizing to release and track the campaigns. This includes being able to design their own platforms for curation and knowing how to use WordPress, YouTube, and social media sites.
It’s useless to even have a chief content curator if they can’t look at analytics platforms and see how their strategies are playing out. “Monitoring the effectiveness of content curation activities is important — finding out what works and what doesn’t – and ‘tweaking’ the program to achieve best results will also be required,” says Spelman.
Key takeaway: Tracking shows chief content curators whether or not they’re putting out the highest quality, engaging content for their audience. If results are discouraging, they can go in and change their strategy. It’s not enough to release content and then cross your fingers and hope for the best.