Marketing Glossary - Media - Content Curation

Content Curation

What is Content Curation?

Content Curation is the process of discovering, gathering, and presenting digital content that surrounds specific subject matter. Unlike content creation, curation does not involve creating new content, but instead, involves sorting through large amounts of content on the web and presenting it in a meaningful and organized way, typically surrounding a specific theme or topic.

How Does Content Curation Work and Where is it Used?

Content Curation works by selecting content that is relevant to a particular audience or topic and sharing it through various channels, such as social media, newsletters, or blogs. It is used by marketers, bloggers, and business leaders to provide value to their audience, establish authority, and engage in a more meaningful way without having to create all new content.

Why is Content Curation Important?

  • Provides Value: It aggregates and shares the most relevant content with your audience, providing them with valuable information without the need to search for it.
  • Builds Authority: By curating and sharing high-quality content, brands can establish themselves as thought leaders in their industry.
  • Engagement: Curated content can spark conversations and engagement among the audience, fostering a community.
  • Saves Time: It offers a way to stay active and provide value on various platforms without the constant need for new content creation.

Key Takeaways/Elements:

  • Selective Process: Involves a thoughtful selection of content that is most relevant and valuable to your audience.
  • Diverse Sources: Pulling content from a variety of sources to provide a wide range of perspectives.
  • Regular Sharing: Consistently curating and sharing content to keep the audience engaged and informed.
  • Attribution: Properly attributing the original source of the curated content is crucial to maintain credibility and respect copyright laws.

Real World Example:

A marketing professional curates a weekly newsletter for digital marketers by gathering the latest news, trends, and best practices from various authoritative sources across the web. This newsletter is highly valued by its subscribers for saving them time while keeping them informed and ahead in their field.

Use Cases:

  • Social Media: Sharing curated content on social media platforms to engage followers and provide them with relevant information.
  • Newsletters: Sending out curated newsletters that compile interesting articles, videos, and resources for subscribers.
  • Blogs: Creating blog posts that highlight and analyze curated content on specific topics, adding personal insights and commentary.
  • Resource Hubs: Building a resource hub on a website where curated content is organized and accessible for visitors seeking information on particular topics.

Frequently Asked Questions (FAQs):

How do you effectively curate content?

Effectively curating content involves understanding your audience's interests, using reliable sources, adding your insights to the curated content, and maintaining a consistent schedule.

What are some tools for content curation?

Tools like Feedly, Curata, and Pocket help curators discover, organize, and share content efficiently across platforms.

How much of my content strategy should be curated?

While the exact ratio can vary, a commonly recommended approach is the 60/40 rule, where 60% is curated content and 40% is original content, though this can be adjusted based on goals and resources.

Can content curation improve SEO?

Yes, content curation can improve SEO by increasing your site's content, updating it regularly, and potentially earning backlinks through shared curated content.

Is it legal to curate content from other sources?

Yes, it's legal as long as you provide credit to the original source, share only portions of the content (such as a summary or a quote), and link back to the original content. However, it's important to respect copyright laws and fair use principles.