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.

How to Build an Audience that Builds Your Digital Business

Applying a method to the madness:
There is a consistent, time-tested process used by professional
curators regardless of topic or audience:

Step 1:

Identify – pick your topic

Step 2:

Follow – find your sources

Step 3:

Organize – review, filter, & categorize

Step 4:

Create – add value

Step 5:

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.

SEO: Myths

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…….

Content Curation - Your Cheat Sheet to Success


Getting Started
Your initial setup has to be done only once:

Step 1: Identify – pick your topic
• Decide what you want to be known for
• Think beyond your product and brand
• Make sure your topic is relevant, helpful, focused, and
important to your audience
• Play to your audience’s interests, pain points, and needs.

Step 2: Follow – find your sources
• Locate your headliners
• Use a variety of discovery tactics to find new talent
• Create a lineup that includes opening acts and up-and-comers
• “Follow” your sources through multiple channels – RSS
feeds, e-mail subscriptions, and social connections
• Refresh your list by continuously finding and adding new players.


Step 3: Organize – review, filter, and categorize
• Aggregate all your incoming sources by making smart use of
sorting, segmenting, and filtering tools
• Include a variety of sub-topics, sources, and opinions
• Include competitor content
• Create a quality user experience through the strategic use of
categories, sub-categories, and tags.

Step 4: Create – add value
• Put it in context – Add commentary to all your curated
• Don’t be a diva – Engage in conversation with your audience
• Take your solo – Create original content inspired by curated
content and trends in audience interests and participation
• Balance the act – Create the right curated-to-created ratio
based on capacity – your audience’s and yours.

Step 5: Share – publish and promote
• Abide by the rule: Curate, create, don’t pirate
• Consider creating an independent brand for your curated
• Select venues based on audience consumption habits
• Integrate venues to reach a broader audience and maximize
content impact

Whether you're just starting out with content marketing or you've been using the same approach for a while, it never hurts to revisit your content strategy plan -- to make sure it's up-to-date, innovative, and strong. After all, you've got more competition than ever. According to the Content Marketing Institute, the most successful B2B marketers report spending 40% of their budget on content marketing as of 2018 -- up 1% from 2017. The first step to getting a leg up on the competition is to have a solid, smart content marketing plan in place. If you're having trouble planning for the upcoming year or need some fresh ideas to include in your plan, read on.

Content is the glue and trigger of interaction in a customer-centric marketing view with relevance, consistency and mutual/ connected value for audiences and brand at the center.
By offering value to pre-defined groups of people content creates value for the customer in the broadest sense, in tune with brand and business objectives, and leading to value for the organization.
Content marketing further has ties with content management and information management, as well as various marketing platforms, as systems of engagement and intelligence, helping to gain insights on audiences and to achieve a streamlined right time and right place approach, leveraging various channels and information sources which often reside in silos.
The value of content marketing for the organization ultimately always gets translated into an impact on overall marketing ROI.
The value and relevance of content lies in the eyes of the audiences and individual ‘consumer’ and can range from an entertaining value to a valuable answer to a question or a valuable experience of any other nature.

Rather than focus on the label, it’s important to focus on the underlying reality that consumers and prospective buyers are more empowered and that the use of content for marketing purposes requires a strategic approach.