Understanding Branding For Content Curation

In my previous post, “Start Thinking Strategically For Content Curation“, I put forth four elements that content curators should consider as they carry out their role in executing a social media strategy.  One additional  aspect that I overlooked, especially for new comers to content curation is the fundamentals behind branding.

Having a firm grasp of the marketing objectives of an organization is very good however; having a profound understanding of the branding objectives is great.

So why is branding so crucial for content curation?  To answer such a question, let’s take a look at a good definition of the term “branding” in a marketing context.  The following definition was taken from the article, “What’s the Benefit of Branding Anyway?” written by Kristine Kirby Webster in 2002 where she states that:

Branding allows a company to differentiate themselves from the competition and, in the process, to bond with their customers to create loyalty. So a position is created in the marketplace that is much more difficult for the competition to poach. A satisfied customer may leave. But a loyal one is much less likely to.”

The key elements to focus on for the purpose of this post are the phrases: i) to differentiate, ii) to bond and iii) to create loyalty.  All of these phrases should be apart of an approach that will steer a content curation strategy and here is how.

i) To Differentiate – As a content curator, you must realize that your content has to be unique in terms of portraying what your product’s / service’s unique value proposition.  Ultimately, your internal bloggers will understand this issue and provide content that will only originate from your organization.

ii) To Bond – Some signs that your target audience is bonding with your organization on social media are:

  • Number of Likes of Your Facebook Page
  • Number of positive comments posted on your Facebook Wall or blog by the same individuals
  • The frequency of retweets by groups of individuals

With this being said, it is important that curators focus on the core branding message that is being conveyed in posts. (An editorial calender can be a tremendous aid at this point.)

iii)  To Create Loyalty – This might be the most challenging aspect amongst the three however; it is not impossible.  It entails assessing the bonds that you have created with the audience and content with the goal of providing them with customized content that will ultimately lead them to buy a product or obtain a service.  This can be done by:

  • Tracking the traffic of a particular blog post or a specific tweet that was retweeted and use the same subject for upcoming posts or tweets
  • Being proactive in terms of anticipating future trends or needs of customers
  • Creating content that will induce positive customer experience stories which will demonstrate brand loyalty

Please bear in mind that I have only scratched the surface in terms of linking understanding branding and content curation.  I encourage you to review your organization’s branding strategy and see where your content curation practices can play an instrumental role in the overall marketing plan.

What To Know More?

Read our past posts: