Content curation is the practice of researching, selecting, organizing and sharing relevant content from a variety of sources, in order to redistribute it to a specific audience. Unlike original content creation, content curation involves collecting and presenting existing content that may be useful, informative or engaging for a target audience. This approach is often used in content marketing to keep audiences engaged without having to constantly produce new content.

The importance of Content Curation

• Save time and resources: Rather than constantly producing new content, curation allows you to maintain a regular presence on digital channels by sharing existing content that is relevant to your audience.
• Positioning as an expert: By selecting and sharing quality content on specific topics, a brand or professional can position itself as an expert or reliable source of information in its field.
• Audience engagement: Curation diversifies the content shared and keeps audiences interested with perspectives and information from different sources.

Example of Content Curation in the financial sector

Imagine a wealth management company that wants to maintain constant engagement with its clients and prospects, while positioning itself as an opinion leader in the investment field.

1. Research and selection: The company’s marketing team identifies articles, reports, market analyses, educational videos and other relevant content from reliable sources such as Bloomberg, Reuters and financial experts. This content covers topics such as market trends, investment strategies, new financial regulations, and the economic outlook.
2. Organization and contextualization: Instead of simply sharing this content as is, the company adds comments, summaries or additional analyses to put the information into perspective and make it more accessible or relevant to its customers. For example, after sharing an article on a new monetary policy, the company might add a note explaining how this might affect its customers’ investment portfolios.
3. Sharing: Content selected and organized in this way is then shared via various channels, such as newsletters, blogs, social networks, or even online events such as webinars. The aim is to provide the audience with useful information and maintain ongoing interaction with them.

The impact of Content Curation in finance :

• Strengthening customer relations: By regularly sharing relevant, high-quality content, the asset management company strengthens its relationship with its customers. Customers feel better informed and appreciate the company’s efforts to provide them with relevant information, which can encourage them to remain loyal over the long term.
• Improved loyalty: By positioning itself as a reliable source of information, the company increases customer loyalty. Customers are more likely to continue using the company’s services if they perceive the company to be at the cutting edge of knowledge in its field.
• Increased engagement: Content curation helps maintain a high level of engagement across digital channels. Customers are more inclined to interact with varied content that adds real value, such as market analysis or investment advice based on high-quality external sources.

Conclusion

In this example, Content Curation enables a wealth management company to stay effectively connected with its customers and prospects, without having to constantly produce new content. By selecting and sharing relevant, high-quality information, the company not only reinforces its position as a leader in the field, but also increases customer loyalty and engagement. This strategic approach can be particularly powerful in the financial sector, where information is key and customers are constantly seeking reliable sources to guide their investment decisions.