Content Curation - the what, the why, the how
What it is:
Content curation: The human act of continuously distilling all available information on a topic
into an editorialized narrative that helps your audience make sense of the Big Picture.
What it does:
Done properly, content curation is the kind of alchemy that marketers dream of. It separates
your brand from the pack – making you the go-to resource for relevant information and
insight on your topic. It elevates you to the enviable position of thought leader. On the tactical
side, content curatio
Why it works:
It works because it meets a need in the marketplace. Everyone is drowning in the deluge of
content – you, your customers, your prospects, even your competition. If you can tame the flood, you win.
Applying a method to the madness:
There is a consistent, time-tested process used by professional
curators regardless of topic or audience:
Identify – pick your topic
Follow – find your sources
Organize – review, filter, & categorize
Create – add value
Share – publish & promote
In case you have any lingering concerns, here are some reassuring facts about the two most widely misunderstood “pitfalls” of content curation:
Ethics: Create, curate, but don’t pirate
Eliminate any ethical worries by following these simple rules:
1. Do not reproduce any story in its entirety. Publish abstracts that focus on the details relevant to your audience.
Curated content is like the teaser sample you hear before buying a new song.
2. Curate content from a variety of sources. Handpick the most relevant posts from many sources; don’t reproduce
every post from a few.
3. Always attribute! Include prominent attribution to the author and publisher as well as a link back to the original
source on each piece of curated content.
4. Provide context via commentary. Providing commentary differentiates your curated content from the original source
materials, adds value, and increases credibility.
5. Avoid nofollow tags. Make sure authors get the SEO benefits they’re due.
1. I’ll be penalized for duplicate content. If you follow ethics rule #1, and publish only abstracts, this won’t be an issue.
2. Outbound links hurt SEO. Your outbound links are what make you such a valuable resource. Ultimately, they will be offset by the inbound links of people referencing you.
3. Hosting curated content splits my page rank. Hosting your curated content on a separate domain that relates to your topic actually increases your SEO footprint and your chances of bumping competitors down in search results.
4. Curating competitor content drives customers to their
sites. This actually positions you as a key industry resource and thought leader. It also gives you the chance to capture
their traffic when your curated content shows up in search results ahead of their source content.
5. I’ll be labeled a “content farmer.” Content farmers push massive amounts of low quality, often pirated content in a manipulative effort to drive organic search traffic. Sound like you? Didn’t think so. Content farmers serve black hat SEO.
Curators serve their audience by adding value through the human touch.
Feel better? Good. Time to move on…….