Content curation can be an effective and efficient solution for providing content to your audience. When done right, it can improve your credibility and boost your nurturing tactics.
However, there’s more to content curation than merely collecting and sharing content.
Sourcing your material and using it strategically starts with understanding your objectives, getting to know your target market, and knowing how to handpick content that will deliver the results you need.
So, how do you maximize the potential of content curation as a content marketing strategy?
Let’s begin by understanding what content curation is.
Content curation is simply sorting through available web content to find the most relevant, meaningful content that will resonate with your audience and then linking to it via your website or social media. You also usually add your own voice or spin to what you’re presenting by giving context to the content.
The human element you add to curation is a big part of its value. While search algorithms are designed to sweep the web for duplicate content, handpicked collections of relevant material you gather for your audience that comes with your own comments will be identified as unique content, and help boost your online visibility. In addition, it can also:
- Build stronger ties with the sites or authors that you share.
- Grow your authority on a particular subject.
- Add high-quality content to your site or social media timelines.
- Save time and resources compared to creating content yourself.
Depending on your marketing focus and strategy, there are many methods you can use to curate content. Here are three you may want to get started with:
1. Email Newsletters
Dave Pell’s Next Draft.
Ryan Hanley’s The Sunday Seven.
Quartz’s Daily Brief.
These are just some examples of email newsletters that sift through the web and choose the best content so they can send it straight to their subscribers’ inboxes.
To add value, they add a little commentary to each recommended piece of content.
2.Weekly Blog Roundups
This may be the most familiar type of curated content available online. Quite simply, they’re just posts that gather helpful resources and articles from all over the web on a specific topic. These can be from your own blog or from other sites.
This post from Small Business Blog is a great example.
It focuses on a specific topic to build brand awareness, gathering resources from multiple experts on the subject matter.
3. Social Media
On social media, it’s best to share a mix of original and curated content. A good rule of thumb that most marketers follow is the 5-3-2 Rule. For every 10 posts, 5 should be content curated from other sources, 3 should be your original content, and 2 should be non-work related.
Unbounce’s Twitter feed is a great example:
The balance of useful content, original material, and personal posts shows thought leadership in your niche, highlights your authority on your subject matter, and keeps things engaging and personal with your audience.
If curating content is something that you think would be effective for your content marketing efforts, take the time to do it right. Start with these three straightforward digital content curation methods and you will see immediate results.