Content curation is an important but less discussed component of content marketing. It deserves a place in any content or social media marketing strategy. Curation is an attractive form of content marketing, for the following reasons.
It’s easy.Costs little to nothing.Helps build an audience.Makes all your content marketing appear more credible.Saves time.Keeps the curator up to date on new information.Content curation is the technique of choosing content from other websites and assembling it into a useful piece of information.
Classic examples of content curation would be a “Top 10 PPC Blog Posts of 2013” or “10 Examples of Great Pinterest Marketing.” Curation can also take the form of using sentences or even whole paragraphs of text from another writer.
Because it is based on using other people’s content, curation needs to be done carefully. It’s critical to give people credit for their work. If you are using information that cannot be found anywhere else (like survey results), acknowledge where you got the information.
Include a link if you are going to use a writer’s exact words, whether that is a sentence or a paragraph. And don’t fear outbound links anymore — your search engine rankings will actually benefit from a few outbound links, provided they go to authority sites.
Without acknowledging where you got the content, you’re not doing content curation. You’re stealing, violating copyright laws.
Content creation is the bread and butter of content marketing strategy, but it shouldn’t be the entire meal. If a content marketer only talks about her product and her content, she limits her potential audience. She also sounds somewhat self-centered and loses credibility as a source of complete information about her niche.
Adding curated content to the stream of content marketing messages is the way around this problem. It does not necessarily mean marketers should reference their competitors. But it does mean they can pull snippets of interesting content from many different sources, including:
Industry association reports, blogs and events;Customer-created content;Content created by any person or company that is not in their niche, but that might have content that would be interesting to their audience (for example, a paint company could write a post about the psychological associations of different colors, and reference both a psychologist’s website and an interior decorator’s blog);News.There’s no hard answer to this question. But having as much as 80 percent of your content be curated content is fine, though it is on the high end. If your business is content creation, aim for about 30 percent curation. If you are marketing a brand, 20 to 30 percent curation is a good mix.
If you’re an independent professional, or even a small business, don’t be overly concerned about curating most of your content. It might not be a bad thing. Many experts have made names for themselves simply by being an information filter for their audiences. They’ve build excellent businesses simply by taking large amounts of information and distilling it into logical chunks of information that are presented in an engaging, understandable way. There’s no reason content creation can’t continue to follow this model.
There are a few tools that might improve your content-curation efficiency. This is hardly a complete list, but all of these are free and widely used.
Google Alerts. This free service is a snap to set up and will find just about anything you want so long as it’s keyword based. Google alerts will send an email notification to you whenever it finds new content matching your keywords.
Google Alerts is a terrific, free way to find new content and have it delivered to your inbox daily.Paper.li. This is cool service automatically searches the web for content you specify, then bundles it into a daily report to send out to your followers. You can set your Paper.li account to pull content from trusted sources on Twitter, Facebook, Google+, YouTube, and on RSS feeds, then send it out once a day, twice a day or once a week. If you’d like to automate more of your social media work, Paper.li is definitely worth a try.List.ly. This is a secret weapon of many content marketers. List.ly lets you create, share, and contribute to lists you and others create. It has a WordPress plugin, too, so you can put List.ly functionality on your blog.Scoop.it. This service has a bookmarklet that will let you add any interesting content to your Scoop.it account with a click. Like Paper.li, it creates a newsletter of whatever you find interesting, and then sends it out to your followers. You can schedule when updates go out, but only with a paid “Business” plan.Swayy.co. This is similar to Scoop.it and Paper.li, but Swayy will send just you an update rather than broadcasting to your followers. Updates are sent via email every morning. They basically give you a nice reading list for the day. Swayy is also smart enough to recommend content based on what your followers and community are already interested in, and so it can introduce you to content that’s rising in popularity.
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