Last year, there were 8.8 million visits to Louvre. The visitors came from all over the world. Louvre has a world wide community of fans.
In the real world, it’s a lot simpler to be a world class museum curator than it is to be a world class artist. Curators pull together great art pieces and make money by displaying them. By comparison, artists constantly struggle against poverty and only become famous after they are dead.
In the age of social media, content marketers should strive to create the Louvre online. In order to do so, they have to consistently discover and publish great content in order to build a passionate online community. Here, content curation holds the key.
There are four benefits of content curation in building an online community.
1. Publish enough content
A recent report on B2B content marketing reveals that producing enough content is the #1 challenge for B2B content marketers. Just like it takes enormous amount of time for an artist to paint, creating original content is a very time consuming process.
There are 3000 tweets per second. When your goal is to establish brand awareness on Twitter, publishing lots of content is key. Hence, it’s much more effective to consistently curate and publish content. This allows you to consistently get in front of you target customers.
2. Establish thought leadership
Consistently getting in front of your potential customers is only good when you have something interesting to say.
Over this year, I’ve met plenty of advertising people moving to the social media age.
They would buy fake Twitter followers and fill up their social channels with ads. Is this really how you want to represent your brand online? Who are you fooling?
To these ad men, social media is just another medium to shit out ads.
Instead, a good content marketer attracts by creating and sharing great content. This helps establish thought leadership in a niche, establish trust and create brand awareness online.
3. Build relationship
At the end of the day, social media is powerful because you directly control the relationship with your customers.
Traditionally, there were newspaper, radios, and tvs. What these have in common is that they control the relationship between you and your potential customers. Now, as we move to the social media age, we have full control over this relationship.
Hence, we should be very careful in how we go about establishing this relationship. This is why the ad men had it all wrong.
4. Invite the right people to your party
Great niche content invites the right people to your party.
By consistently publishing great niche content, you attract the right kind of people in your online community. They are there because they want to read what you have to share. Having the right people in your online community is key in creating a tribe. It’s also what permission marketing is all about.
Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.
It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.