Last week, we introduced the concept of deathcare content curation, including some benefits of using this tactic in your online marketing efforts. If you missed last Tuesday’s blog, hop back to it now to catch up on this topic before learning about three best practices for deathcare content curation below.
Understand What Your Target Audience Wants
Knowing your target audience—and their needs—is critical to success when curating content. Yes, listicles about celebrities or scandals might go viral, but if you’re a deathcare firm, that’s probably not the content your audience is looking for from you. Exceptions do exist; if you can wrangle enough good content about celebrity funerals or preplanning for a blog post, you might give it a go.
In general, however, stick to topics you know are valuable and helpful to your audience. A crematory might curate a gallery of potential urns or a list of things to do with ashes. A funeral home might curate a list of ways to save for the future, including preplanning final arrangements. A local funeral home might even curate great places to eat or information about caterers in the area—these lists would be of interest to local audiences and families in need who may want to feed funeral guests.
Add Original Insights
Use curated content to show off your authority in a niche or point to services you provide. You don’t have to add original content for every bit of curated information you share—sometimes staying in your lane is better than adding your two cents. But you should ensure there is original content mixed into every curated post you make.
For example, if you create a list of ways to save money for the future, your original contribution might be a section on preplanning. Or, if you curate a list of caskets for various needs, your original contribution might be a short paragraph on why you, as a funeral professional, think each casket is a good choice.
Always Credit Sources
When sharing images, quotes, or statistics from others, always credit your sources. You can do this by:
- Linking to the page where you found the information
- Naming the person you are quoting
- Using inline citations, such as “According to the NFDA…”
The best practice is to name your source and include a link, so make sure you’re curating content from reputable sites that aren’t your competitors.