I have a confession: Every time I sit down to write about my business, my clients, and what I’m lucky enough to be able to do for a living, I find myself repeating the same thing my clients do when it comes to creating their own digital content– “But I just don’t know what to say!” Whether it’s for Twitter, Instagram, or your blog, online sharing can feel like a daunting, time-consuming task But– da da da!– I’m here to help! Today, let’s talk about Content Curators, Creators, and Stealers and then you can tell me which one you want to be!
Curators: Remember when you were little and you’d say to someone “I love vanilla ice cream” and then they’d say, “I love vanilla ice cream, too!” and then you’d become best friends? Even though we’re adults now, the world is still this simple and we’re still attracted to people who like the same things we do. Lucky for us, the internet is full of gems on just about everything and anything you could possibly enjoy, so if you’re a digital treasure-hunter, creating a space and plan to curate these findings may be an ideal form of content generation and sharing for you and your business.
My suggestions for Curators is to start a bookmark folder or Pinterest board (keep it secret if you’d like) to organise on-brand, sharable content. When you have free time or need a break from another task, write posts for this content and use what you’re sharing as a frame for your own story and work. Wherever you choose to share, make sure the content you’re curating is on-brand, accompanied by text that explains why you’re sharing it, and is properly sited. Sharing is caring, after all!
Creators: Many creators will have a very clear idea of how they want their content to look, sound, and feel and will therefore choose to create it themselves. They’ll have an aesthetic and model that they conform to and the ability to shape their own experiences to tell a larger story. A talented Content Creator can turn a photo of their flat white into a story about their love for local businesses, an anecdote about client meetings, or an account of their morning routine, and in so doing will attract other like-minded partners and customers to them.
A tip I like to give to Content Creators is to always push yourself to experiment with what and how you share. You don’t want anyone to get bored– least of all yourself!– so focus your content on moving forward and staying creative. An entire blog composed of posts sharing “5 Tips for Businesses to Fill-in-the-Blank!” will become stale quickly, so try to offer a varied mixture of engaging– and sometimes surprising– content.
If you’re just starting out, don’t be discouraged if all the pieces aren’t coming together perfectly right away; remember that practice makes perfect, even when it comes to sharing!
Whoa, hold on a minute, what if you want to be both a Creator and a Curator?! Great question and good news– you can be! An ideal digital content strategy will include curating and creating. Create on-brand, unique content to tell your customers about what you do, how to hire you, where to buy your products, and why your services are valuable. In addition to that, curate engaging/inspiring/interesting content that will make your customers say YEAH!
For instance, let’s pretend that you have a store and maintain a blog to help you sell your products. Two or three times a week, you may want to curate content that you and your customers will identify with to keep a dialogue going and reinforce just how impeccable your taste is. This content could be a Spotify playlist, a photoshoot in a magazine, or an article you found inspiring. In addition to this, you may want to create and share photos of new products and exciting updates about what’s going on in the store. Mixing the two types of content works incredibly well and creates a robust strategy. If you decide to try this and need a model to follow, look no further than one of my favourite brands, Huckberry. They’re so cool and Kings of Content Creation.
Stealers: Stealing is wrong, we all know that, and yet so many people feel comfortable stealing the work of others to promote themselves and their businesses online. This is not okay.
But at the same time, I get it. Finding time to responsibly source content, edit it, and say something genuine about it can be time-consuming. Plus, it’s not something that comes naturally to many people. Luckily, there is help.
If you’re someone who feels they could use some guidance in setting up a digital content strategy, please don’t hesitate to get in touch with me at kate(at)ladykatherinesims.com. I’d love to help you shape your content, tell your story, and grow your business. Aaaaaand, it just so happens that now through November 15th, I’m offering complimentary 30-minute Skype consultations with potential new clients. Email me, tell me what you do, and then let’s chat about what you can share and how you can share it. It’ll be really fun! Promise.