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Whether you offer products or services, the key to keeping your customers happy and growing your business is to know what they want. Thanks to social media, analytics, and data mining, that has never been easier.

  • AS

    Ann Smarty

    over 4 years ago #

    I am a huge advocate of content curation for a purpose. I use content curation for brand asset building. Curating content for customer research makes perfect sense too!

    • GG

      Gail Gardner

      over 4 years ago #

      We have an advantage when it comes to curating in that we already know who the thought leaders are in our niches and which sites publish the best content.

      Research, though, is something new that we don't really have the best tools for analyzing yet.

  • DE

    Dan Ewah

    over 4 years ago #

    I've always wanted to know the difference between Aggregation and Curation, this post did an awesome work in explaining it.

    I'm grateful.

    And thanks to Shaul for sharing this valuable post by Gail.

    Cheers

    Dan

    • GG

      Gail Gardner

      over 4 years ago #

      Thanks, Dan. Aggregating we can do with RSS feeds and tools, but the curation really takes humans to do well. GrowthHackers is a kind of curation tool in that the votes and comments reveal which content shared here is gaining in popularity.

  • JH

    Joy Healey

    over 4 years ago #

    With its excellent video explaining content curation, this article takes the topic to a whole new level. I had never appreciated all the extra stages to consider beyond just gathering the information together.

  • GG

    Gail Gardner

    over 4 years ago #

    Thank you, Shaul, for sharing my post. I'm glad you found it valuable. It was an insight that came to me that I had never seen anyone write about before.

  • YA

    Yogita Aggarwal

    over 4 years ago #

    The post is well explained for beginners. I feel most of the professionals curate the content very well but they fail in measuring results.

    • GG

      Gail Gardner

      over 4 years ago #

      Yes, Yogita, long time content producers who are social media savvy now have the tools they need to curate content effectively. But measuring is more complicated, and actually developing insights from what you measure is rare today. More tools will come out and as people get experience they will develop processes that eventually will be shared with others.

      • YA

        Yogita Aggarwal

        over 4 years ago #

        Hy @GrowMap , I am agree with your views and i believe better measurement of curated content will make this marketing process more effective and reachable.

  • JS

    Javier Sardá

    over 4 years ago #

    Great article, @GrowMap

    Thanks for reminding me of the importance of analyzing the customer interactions with the shared content. I do this a bit, but not as much and as thoroughly as I should.

    I have a curated newsletter. By seeing what my subscribers click on, I get a relatively good idea of the types of articles they like and find value.

    It's not perfect because depending where I place the article and how many articles I am sharing that week, results differ. The first article usually is the one that gets most clicks.

    Although I do check every week what articles they click on, I should do a better job at putting this data in a spreadsheet and really analyzing it.

    • GG

      Gail Gardner

      over 4 years ago #

      Hi Javier,

      None of us do it consistently because of time constraints and for lack of a tool that would make it less time-consuming. Eventually I believe we'll see more tools similar to what you're talking about for checking which emails get opened and read.

      None of what we do can ever be perfect. Results will always differ based on how busy people are, the mood they're in that day, etc.

      If you come across a tool to analyze social better, please let me know if you remember.

  • SH

    Stacy-Ann Hayles

    over 4 years ago #

    Love the focus on analytics in this post. After sending out a weekly curated email list of 'things to read' for a client, I was able to see what people were clicking through on and learned a lot about their preferences. Totally agree that it can tell you more about your customers.

  • JC

    Jyoti Chauhan

    over 4 years ago #

    Indeed a great article!

    Many newbie gets confuse with the point of content curation but in this post, everything is defined very well. To get success in any business, to analyse customer happiness is very important step.

    Thanks Shaul to share this valuable article here!

    I love to read more from your side.

    Regards,
    Jyoti

  • JM

    James McAllister

    over 4 years ago #

    I think people tend to underestimate the power that content curation can actually have. It sure is one of the most effective ways to build a following on social media platforms since let's be real here - you can only share your own stuff so much.

    The problem is too many people focus on themselves too much instead of focusing on the value you provide for your audience. I realized that sharing other people's content regularly actually led to MORE people reading mine when I shared it, because my social media following was not only more engaged, but it grew larger as well.

    • GG

      Gail Gardner

      over 4 years ago #

      You're right, James. The main reason I have so many followers on Twitter is that I know where the best content is and I share it consistently.

  • TT

    Tom Treanor

    over 4 years ago #

    Great post Gail and I really appreciate all the different resources you shared.

    • GG

      Gail Gardner

      over 4 years ago #

      Thanks, Tom. I know my content appeals more to big picture strategists like us because they are broader and more complex than typical. I write them as much for my future reference as I do for others.

      Thanks for those resources and stats on customer retention vs. customer acquisition. I've put them to good use in How to Train Your Team in Strategic Thinking (to be published on Allbusiness soon I hope).

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