6 Jun 2016 Digital

A Beginner’s Guide to Effective Content Curation

Ryan Eisenacher
Ryan Eisenacher
[Former] Content Marketing Manager

“Content curation is for lazy marketers. Not to mention, it’s entirely impersonal.”

I nearly spit my coffee out when I overheard a fellow marketer utter those words. I mean, how dare he! And at a marketing conference?! Tsk, tsk, tsk.

For the record, the life of a content marketer is not as easy as it looks. We’re responsible for producing mass amounts of content on the reg. As a result, a lot of us don’t have the time, staff, or budget to publish enough content on a daily (or even weekly!) basis. Not to mention, the web is inundated with so much content. So much, in fact, that it’s often difficult to truly stand out.

So, when faced with such a dilemma, what is a marketer to do?

Content curation, that’s what!

But before I get ahead of myself, let me very simply re-define content curation and tell you why you should implement it into your marketing mix.


So, What Exactly is Content Curation?

As marketers, we all know it can take several hours to create something both solid and original. What’s great about content curation is that it saves precious time. Unlike content marketing, which mainly revolves around consistently developing fresh and engaging topics, content curation is about discovering, collecting, and presenting meaningful digital content to your community.

Almost all content marketers curate content in one way or another. According to Curata, only 5% of marketers worldwide never share other organization’s content, while nearly 33% share blogs, industry publications, and other resources from outside sources on a daily basis.

But it’s not about sharing whatever you stumble upon — content curation is about collecting and presenting content in a targeted and optimized way. It takes time to evaluate, curate, and share blogs, photos, and videos that not only resonate with your audience, but support your brand vision and messaging.


What are the Benefits of Content Curation?

Content curation is becoming an important tactic for maintaining a successful online presence. In fact, a recent study found that leading marketers are using a mix of 65% created content and 25% curated content. While there are numerous benefits of content curation, here are four that top the list.

    1. Build brand awareness
      Sharing content from third party sources is counterproductive, right? Wrong! In reality, it helps you grow your following and build meaningful relationships. It won’t take brands and/or bloggers long to notice your efforts. And, as a thank you, they’re likely to share your content with their audience.
    2. Establish credibility as a thought leader
      Thought leaders are not afraid to publish content from another source. Why? Because it shows that you understand your niche. Consistently sharing relevant content — even if it’s not your own — will help you become a go-to resource within your industry.
    3. Improve search rankings
      When you’re curating content, it’s important to include links to your sources — especially if these sources are high-authority. Linking to a source will notify the author, and, as a result, he or she may link back to you, sharing your content with his or her audience. Backlinks from authoritative sites are highly valuable and have a direct impact on keyword rankings.
    4. Cultivate brand loyalty
      When done right, content curation shows your audience that you truly care about their interests and pain points. It’s not about tooting your own horn, sharing your content, and your content only. By sharing third party content, your audience will quickly realize that your strategy is genuine and authentic.

Just Starting Out? Try These Tools

I’m a huge fan of Their platform automatically extracts and analyzes articles, blog posts, and rich media content based on topics you’re interested in; from there, you can publish free “newspapers” to share with your community. [BONUS: to add icing to the cake, they also host #bizheroes, an action-packed Twitter chat held every Tuesday @ 11am PT/2pm ET]

>>> Pocket
Once I was introduced to Pocket, I discontinued my laundry lists of bookmarks and Google docs. Pocket allows you to quickly save interesting articles, images and videos you find online so you can go back and reference them at a later date. Install Pocket’s browser extension for easy curation or download the app for on-the go and cross-platform usage.

With a similar look and feel of Pinterest, allows you to curate content and connect with others who are also creating content in your niche. The free version allows you to monitor one topic for posting on two social media accounts.

Questions about content curation? Tweet us at @RecoveryBrands!

Is content curation part of your content marketing strategy? If so, how often do you share third-party content? Tell us in the comments below.

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