How to Curate Content: Curation Tips for Your Marketing Department

Jon Zimmerman posted this in the Lead Generation Strategies Category
Reading Time: 4 minutes

Learning how to curate content in a way that is streamlined can be effective for driving traffic. Here’s how…

Content curation is the process of sorting through the plethora of existing knowledge and information on the internet and presenting it in a way that’s fresh and unique. And it should be an integral part of your business’s digital marketing strategy. Learning how to curate content is a crucial skill.

Not sure where to get started? No problem.

Below, I’ll pick out some of my favorite tips and suggestions for creating an effective content curation process that will be influential to your brand’s online presence.

Why Content Curation is Awesome

Streamlined Content

There’s a lot of content out there, and most of it isn’t all that helpful.

By curating content and organizing it in a way that makes reading and digesting information easier, you’re making your insight useful to your target audience.

Many Perspectives

Let’s face it: nobody wants to read about how great your products/services are 24/7. Curating content that already exists gives you the unique opportunity to share multiple perspectives, even if you don’t necessarily agree with every viewpoint.

Showcase Others

When you’re in the process of curating existing content, you don’t have to add your own in-house content.

Instead, you’re able to showcase other viewpoints and give your writers other opportunities to create valuable in-house content in other areas of your overall marketing strategy.

How to Curate Content

Master Your Audience

Before you get started on the process of content curation, you need to know who you’re writing for, and what they’re expecting from you.

For example, if you’re traditionally a CRM software developer, it’s probably best to stick to what you know, and not stray too far from your writing base.

If you’ve developed a following on your blog or through social media, consider what your audience responds to the most often. These are the types of articles and content pieces you should be looking at curating.

Additionally, any industry experts in your field actively writing should be checked out. They might share some exciting news within the industry you’d like to include in a curated post about trending topics.

Give Credit Where Credit Is Due

If you didn’t actually write or research the content yourself, attribute it!

Time and time again, I see businesses attempting content curation, but failing in this regard.

You’re simply collecting the content and repurposing it for your readership—out of respect for the author who initially wrote the piece, it’s always best to give credit where credit is due.

Consistently Curate for Results

Like with most things, when it comes to marketing, consistency is key. Content curation shouldn’t take nearly as long as it does to research and write your business’s own unique content.

Like with most things, when it comes to marketing, consistency is key. Click To Tweet

As such, you should be able to set up a consistent schedule to share curated content from your website, whether it’s weekly or bi-weekly. By having a consistent schedule in place, your readers will know when to check out your site for the newly-released content.

Use the Right Tools

I get it: curating content manually can be time-consuming and overwhelming. Not everybody has the time to endlessly scroll through Google or industry websites searching for quality content to curate.

Fortunately, there are several tools available for your business to take advantage of. These include:

  • BuzzSumo – Allows you to find the most shared content and key influencers in your unique industry. BuzzSumo is also a great way to leverage social media in your content curation process, since that’s where you’ll likely find a lot of the influential content you’re hoping to share.
  • Hootsuite – Lets you quickly peruse any and all social channels for mentions and hashtags frequently used online. If you have a specific niche industry in mind, utilizing Hootsuite for topic ideas can be helpful.
  • Feedly – Gives you the ability to aggregate and organize RSS feeds of content. If you’re perusing the internet regularly, Feedly offers a quick way to organize and keep track of interesting articles for later use.

These tools can help you be more efficient, but they will also help you stay on top of trends. Topics that are currently discussed on social media and in the news are great options for content curation – just be sure to keep it relevant to your audience.

Content Curation and SEO

When curating content that has been published already, there is a valid concern that you are creating duplicate content that could become an SEO issue. You can mix your original content with the curated content without causing any issues—if done correctly and respectfully.

When done correctly and respectfully, you can mix your original content with the curated content. Click To Tweet

Here are a few rules to follow:

  • Attribute the article to the original author and/or site where you found it. Remember, your goal should be to curate for your audience, not for the search engines.
  • Add your own perspective to each curated content piece. This will make the content on your site unique and not an exact word-for-word copy of the source article. This also allows you to add your two cents and add the voice that your audience is familiar with.
  • Create a new title for each curated article. Again, think unique content here. This can help prevent your article from competing with the original article in the search results.
  • Curate content from different sources. This should be a no brainer, but it’s still important to mention. If you curate content from the same source constantly, then you might as well just tell all of your users to visit that other site first in the future. You don’t want to clone another site’s content, as that loses the value your curation is creating, and can seriously hurt your SEO. Instead, aim to add real value for your readers by curating the best content from a variety of sources.
  • Mix in your original content with the curated articles. Well thought-out, original content is not dead. In fact, articles that cover a topic in a new way with an original thought has more potential. It will likely turn into some of your best traffic driving content.

If curated content isn’t for search engines, that means you still need original content for the search engines to pick up.

It’s the combination of the two (curated and original content) that creates a one-two punch that your audience will love.

What questions or strategies do you have for people learning how to curate content.

Jon Zimmerman
About Author: Jon Zimmerman
Jon is the Director of Marketing at Workwise Software.

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