Curate Content
Content curation is another popular option for creating content.
What is Content Curation?
Curation is the process of sorting through your content or content from various sources and presenting it in a meaningful and organized way - usually around a specific theme.
It’s a bit like what museum curators do… they put artwork from different sources together in exhibits around a theme, which puts the artwork in a new light.
The idea behind content curation is that your audience is overwhelmed with information and you add value to them by sifting through all the content that is out there and pulling out the most meaningful pieces for them, thus simplifying things for your audience. Content curation, if done well can really benefit you as a marketer. Your audience will see the value, and they will be grateful someone did the work for them, and ultimately, it can build trust.
Content curation ≠ Content Aggregation
Content curation and content aggregation are not the same. The value of curation is in the spin you put on the content. Typically, you’ll add an introduction to the content to give it context, add your opinion, quote a portion of the original content, and then link to the source.
Content Curation Examples
This post brings together 10 great advertising campaigns. HubSpot did not create these campaigns, but they went through the effort of finding them and putting them together in a simple overview. They also added their comments for each of the campaigns.
There are sites that are built entirely on content curation. One such site is Smartbrief.com. They curate business related content and categorize it. You can read their collection of topics on their site, or you can subscribe to their popular newsletters. Try their marketing and advertising newsletter, an easy way to stay up to date on the latest news in the industry!
Content Curation Tools
Content curation can be very helpful as it offers a shortcut to creating content. If you are maintaining a blog for instance and need to post on a regular basis, selecting existing content and reorganizing it around a new theme can be way to keep content flowing. There are tools that can help you to find relevant content related to your product or industry.
Scoop.it is an example of such a tool. They offer a limited free version. You tell the tool what topic you are interested in, you give it some keywords, and it will find relevant content for you. That content is a good starting point for your curation efforts. Find the pieces that resonate with you, organize them and add your take! Scoop.it also lets you publish directly in your social media channels.
Curata.com is another curation tool. Their content curation software is used by large brands to help them stay current and engaged with their customers. The software is not free however.
Of course, there are other ways to find content. One great way to keep a finger on the pulse it through RSS feeds. RSS feeds (Rich Site Summary) are web feed formats that allow to keep track of regularly updated web content. RSS feeds allow you to connect to content from several sites without having to visit all those sites individually. You can use a platform that aggregates RSS feeds from your favorite relevant publications. There are many such platforms, feedly.com is one of the most popular ones.
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