There are many types of content and formats to consider when developing and scheduling the marketing content.
What is Content Curation
Content curation is sharing with your own audience content from other publishers but adding to it your own ideas, opinions, or criticism.
Benefits of Content Curation
Although your own content will always be at the core of your content marketing strategy, curated content offers some interesting benefits for your online brand.
You Become Less Promotional
When you create your own content is hard to not get carried away and become a little bit of a salesman. However, taking ideas from external sources and adding your own touch to it proves that you are not in it just for making money.
You Build Affinity With Your Audience
Having your own opinion upon the content of an authority in your industry is something courageous. You wouldn’t do that if you are not genuine and actually have reasons to believe in your point of view.
You Add Value To The Ecosystem
Not just your audience will appreciate your content curation efforts, but other thought leaders in your industry will too. They can see that you care about your audience and they appreciate your actions of facilitating the opinions of others into the ecosystem.
You Get Known Among Thought Leaders
When repurposing content from an industry leader you mention their content through links and social accounts mentions. Doing this they become aware of you and that opens the doors for future opportunities.
For example they can share your curated content with their audience. Or they can very well take your original content, curate it and redistribute it to their own following.
5 Types of Curated Content
To take advantage of this marketing element, let’s have a look at the ways you can curate content.
Simply put, aggregation means that you take more pieces of content from different sources and by stitching them together you structure a more comprehensive idea.
Distillation is kind of the opposite. You take one big piece of content, extract the main points and eliminate the unnecessary noise.
This type of curated content is a little more complex to put together. Basically, you take more pieces of content from different sources with the purpose to emphasize the point they all share.
As the name suggests this type of curated content is also taken from multiple sources. But this time you extract a unique point of view out of different ideas.
This type of content shows the evolution of an idea, of a theory. This is a powerful type of curated content because it conveys a story. Merging pieces of data into a bite-sized narrative is impactful. You might think of all google updates and how sites got affected in the process as a type of chronological curated content.
Guidelines For Content Curation
- Use references to the original sources.
- Make sure the content you redistribute is genuine and that it can be checked.
- Check if the publisher of the content is really a trusted thought leader.
- Don’t just copy-paste the content, but rather use your own words, tone, and language.
- Make sure that you have permission to curate the content.
- Check if the publisher requires any fees for curating their content.
Although it’s a different process that requires different skills, content curation offers many benefits. Not just business benefits. You understand other’s points of view and as a consequence, you enhance your own perspective on the topic.