It’s no longer enough to publish tons of content that is aimed at a general audience. Content tailored to the specific needs and interests of modern consumers is a must, especially for Millennials and Gen Z.
Content curation is a practice that your brand may already be using. It involves researching, gathering, and publishing relevant content, both from within and outside of your brand, for the benefit of consumers. You can take this philosophy even further by using tailored curation. Let’s take a look at what tailored curation means, how it works and how to leverage niche content in order to increase customer loyalty.
What is Tailored Curation?
You must first understand the concept of content curation to fully understand how tailored curation works.
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Content curation can be defined as the act of gathering, organizing and publishing content on your website or social media profile from other websites or sources. It can, in some cases, also refer to updating content that you have already published, and then republishing the content with updated statistics or information, without changing its core format or type.
Content curation is a powerful tool for digital marketing because it:
- You can use high-quality content that has been researched and vetted from other sources to benefit your audience.
- Expand your brand’s authority to different niches and sectors
- Savings in time and money when compared with creating each piece of content on your website from scratch
Tailored curation can be referred to as a form of content curation. It involves finding content that is tailored or focused specifically on the unique needs and interests of a niche audience.
You might, for example, have a very targeted audience who is interested in a certain subject or topic. Tailored curation is finding content that’s just for your target audience.
Tailored Curation: Benefits
When tailored curation is done correctly, it can bring many benefits to your brand.
For example, tailor-made curation is less competitive, because the content that you deliver to your audience will be more targeted and less generic. Moreover, tailored curation will save you a lot of money.
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Instead of creating content from scratch, tailored curation is a much more cost-effective way to obtain the same results. This allows you to maximize revenue and profits without needing to increase your expenditures.
Content that is tailored to the audience increases brand loyalty. When you curate content that is relevant to the target audience, or segment of the audience, the audience will be more likely to believe that your brand can answer their specific questions.
How to practice tailored curation successfully
To reap the benefits above, you must know how to do tailored curation smartly and successfully. This can be done in a number of ways.
Know your audience inside and out
You need to first and foremost know your audience. Market research is key. Segment your customer base and divide it into smaller groups. This is the most effective way to identify the differences and needs of the various customer groups in your target audience.
This is an important element in content marketing, and not just tailored curation. You’ll be able to better serve your audience by understanding them as much as possible.
Create Content Resources for Long-Term Curation
You’ll then want to create a network of resources that will help you curate content over the long term. You may want to form partnerships with publications in your field or with brands that offer similar products and services, but are not direct competitors.
You’ll be able to provide a constant stream of content to your audience by creating these resources. You will never run out of things to share with key customers, increasing brand loyalty and authority in your niche.
Scanning previously published content from your brand
It may be a good idea to review the content that has already been published on your website. Some older articles may still contain valuable information for their audience; they only need to be updated.
You should then go through the content with a fine tooth comb and update it where you can. You can then republish this content to provide your audience with useful information or entertainment without having create, research, and pay for a brand new piece of content.
Publication on the Right Channels and at the Right Cadence
A good tailored curation is publishing the content in the right channels at the correct speed.
You may want to share your customized content across a range of social media platforms, such as Facebook, Instagram and your own website. It is better to publish content in as many places as possible. You should only publish the content where you know your readers/consumers will be.
In the same way, you should publish content fast enough to satisfy your audience, but not too fast that all your content is consumed. One good rule is to aim to publish content at least once or twice a week.
Continue to Analyze and Iterate
In the final step of the tailored curation, you will need to continuously analyze the performance and then iterate your findings. You need to monitor important KPIs, or key performance metrics to:
- What content resonates most with your audience?
- What you should publish or republish now and in the future
- What future content your audience would like to see
A KPI that you can track is the conversion rate or website visitor. Website visitor will tell you the number of people who have viewed a piece of content. Conversion rate tells you the number of people who converted from viewers to paying customers.
This is an important way to improve customer service strategy. You and your customer service team can improve your solutions, recommendations and troubleshooting by analyzing the responses of your target audience to different content or interactions.
The conclusion of the article is:
In the end, tailored curation may be exactly what your brand requires to succeed in its market or niche. Your target audience will be delighted and informed by smartly tailored content curation. They will also feel that you know them better than your competitors.
Platforms like Scoop.it are a great option if you find it difficult to curate tailored content on your own. Scoop.it, as a content tool dedicated to your audience, is the best way to quickly research and publish content that’s tailored for them.
The post The Art of Tailor-made Curation: Leveraging Niche content to Boost Customer Retention appeared first on Scoop.it blog.
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