Content Curation: A Powerful Tool For Your Content Strategy

content curation

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Do you know what Content Curation is?

If you want to keep your customers and clients engaged on your channels, you have to serve different and exciting content that matches their interests and passions.

Think about your social media feed as a restaurant menu and your pieces of content as your favorite dish. You love it, but if you are obliged to eat it every single day, you will be easily sickened.

With social media feed, it is the same.

The solution for an attractive social feed is the content curation.

Content Curation basically describes the practice of sharing third-party content on social networks. However, professional content curation is not simply sharing links and titles from other sources. Curating content means researching the best content on the web. But it also means sorting, filtering, and distilling the content, and presenting it in a meaningful and organized way around a specific topic.

This quote from Melanie Tamble is perfect to start talking about content curation.

If you take care of your pieces of content with variation, alternating your voice to other people’s one, you will go towards a more conscious and complete content calendar, the menu if you want to keep the previous metaphor.

Follow us to know how to achieve it at its best!

What Is Content Curation

Content Curation comes from the museum world. The curator is the person that takes care of which pieces to collect and display. It is a job full of attention, and with the research of a familiar path, that adapts perfectly to the content curation concept.

But what does it mean doing content curation for marketing and communication?

“Content Curation is the process of gathering information relevant to a particular topic or area of interest, usually with the intention of adding value.” – Wikipedia

It is the process to find out relevant content from a valuable source and share it with your customers and community, in any useful way. – Think about blog posts, news sharing, and pieces of advice in your newsletters. It’s up to you to find out the most exciting part of the content for each target and medium.

According to Coschedule the content curation involves three elements:

  1. Planning topics that your audience loves
  2. Include other people’s topics that talk about those topics and that your customers like
  3. Sharing on your channels the best pieces of content you find on social media channels.

It complements the process of content creation. During this one, you create your brand’s content, following a strategy made of hundreds of little elements – from graphics to copy.

On the other hand, when it comes to content curation, you rely on other people’s blog posts that, in some way, reasoning with your audience.

Why You Need It For Your Strategy

Don’t think that Content Curation is as a waste of time!

Let’s see a few of them together.It balances the content and keeps your channels populated. It may happen that you do not have enough content of your own to cover an entire week.

Maybe you have been busy, or it is a difficult time, and you could not post anything. Here it is where content curation helps you out. It can add variety to your channels and stimulate the conversation.

Moreover, it keeps the channels full of content, and this is important because there is nothing worse than irregular communication. After all, it does not make you reliable.

However, do not exaggerate. Find out the right amount of pieces of content per day and remember to adapt it to all your channels as best as possible.

Content Curation saves your money

It saves you plenty of time and money (yes, it does!). We are not going to lie – at the beginning, you may spend a while on content curation. It happens because you have to build a solid structure of sources and a reliable database made of websites, aggregators, and lists of names.

After all of this, you have to select the best content, write down a catchy copy, tag people, and repeat the process for all the social channels for the entire week.

Time after time, the process will become easier. You will know where to find the most exciting pieces of content and have a deep familiarity with all your sources. If at the beginning it took a couple of hours to curate the entire week, you may even reduce the time at its half. If you want to try and see how much time you can save, you can use our Content Curator Tool. And don’t remember that in an hour, you will have the content ready for an entire week. Don’t you think it is worth it?

Content curation tool to help get more clients

Content Curation increases your popularity

If your audience sees your channel filled continuously with new articles, they will see you as an authority that can provide valuable content.

You make your customers know that you are always up to date and sensitive to what happens in your niche. You stay relevant, which can lead you to interesting side effects – see below.

Content Curation activity strengthens business relationships

Let’s say, for example, that you share an article of a brand or association you appreciate and that you make clear how inspirational they are for you. Thanks to a growing reputation and high-quality pieces of content, it is possible to start knowing other brilliant realities and, who knows, even proficuous collaborations.

Keep the conversation alive with Content Curation

We can not say it enough – nobody wants a repetitive monologue about your company, your ability, and your excellent product. People want more, and, most of all, they crave relationships. This is why proper content curation can help. It can inspire conversations, ideas, and sparks of innovation. Just remember to keep the discussion polite!

However, do not forget that the Internet provides an enormous amount of content every single minute, which makes it quite difficult to “surf the net” without a proper guide.

This is why you want to keep your content useful, relevant, and easy to read. The more you follow this rule, the more your audience will appreciate the pieces of content you will show them – the ones you produced and the ones you shared.

There are several ways in which you can do it, but the most important thing is to be coherent with your niche. If the brand you are taking care of talks about books, it is useless to start publishing articles about puppies and kittens. They may be cute, but they do not add any value to your planning.


How To Do Content Curation

We are sure that your brand is fantastic, and you create super exciting pieces of content, but let’s say it straight – your customers don’t want to hear about you all the time!
Content curation can drain a lot of time and resources.

Content curation is pretty exciting, but do not make a mistake to think that it is an easy way to avoid spending time taking care of your channels.

You have to select your sources wisely and be sure that the news you pick fits with your communication and brand identity. Not to mention all the ordinary tasks of the content sharing, from being sure that the system sends the weekly newsletter from correcting a misspelled word on a Facebook post (that nobody noticed before the publication).

However, which tactics do you want to apply for shining content curation? We selected nine tips and tricks to help you create your content curation strategy.

We are curious to know if our path has been useful and which strategy you decided to implement!

Define your goals and your target audience

Every strategy starts with a good plan. You can not begin to an excellent content curation out of the blue and hope your audience will love it.

What do you want to achieve with proper content curation?

Moreover, which topics your audience loves the most? Would they like more tips about a hobby they can pursue with your product? Is there a particular influencer in your niche that they particularly trust? Are they millennials or Gen Z? Which kind of content do they appreciate?

Find out the answers to these questions, and you will have a base to work with. Now the real strategy starts.

How to find the right answers?

You have to run an audience analysis! Let our Profiler tool be helpful for that. It analyzes and combines data to help you identify and build your personas at best.

perfect target audience for your content creation

Pick the perfect channels and formats according to your target audience

Every channel has its audience and formats, and you have to select them wisely. Does your public prefer newsletter, Twitter, or they are fond of Instagram stories?

According to the answers, select the best combination. You could share on IG stories the best posts of a brand and talk about it on IGTV, or recommend podcasts, brands or books from inspirational people in your weekly newsletter, or retweet a hot topic in your Twitter feed to fuel a brilliant conversation.

For instance, Brain Picking sends a weekly newsletter with all the best news of the week about culture, art, philosophy and more. If you do not do this way, the risk is to create a content curation that does not stimulate any conversation – which is, after all, completely useless.

Select your sources

In a world of fake news, this is a generally wise piece of advice. However, in this case, we suggest you select a list of trustful and influential sources about the topics you want to talk about.

This will not only allow you to save time, but it will also create a robust and reliable content curation, full of valuable pieces of content that your audience will appreciate.

We at take that seriously!

That’s why we have a selected pool of trustworthy sources to feed our Content Curator tool. You can rely on it!

Plan the kind of content you want to share

If the content curation is not harmonized with your usual schedule, people will notice it, and they will not appreciate it at all. You may be passionate about cooking, but if you keep sharing Gordon Ramsay’s recipes when your business talks about furniture, there is a problem.

Moreover, posting random articles only to cover the day will not be helpful for your strategy. Have your goals clear in your mind and treat your content curation strategy as you would with your own.

For example, Passion planner shares pieces of content that relate the topic of stationery and time management, such as Tombow blog posts and UGC content about how people decorated their planners. Select a rose of topics you want to cover, maybe leaving a little space for a last-minute addition, but stick to the plan.

Less (quantity) is more (quality)

Sometimes, thinking about content curation may be scary. The risk is to overdo, planning an absurd amount of content created by someone else only to post something. We will stop you right here – this is the worst strategy you can imagine. Not only will it be extremely dispersive, but your audience may feel confused and annoyed.

The main topic on your channel is you – even if in a hundred different ways. Only select the pieces of information you want your audience to know. Trim all the rest. Moreover, exaggerating with the amount of content curation will become an inevitable loss of quality of the pieces of content themselves. Do you want to risk?

Add value to the content you share

If you believe that content curation means to slap an article of someone else on your channels now and then, forget about it. Why should people look at those pieces of content on your channels, if they can have the primary source? The answer is always the same – engagement and conversation.

Get engagement with your content curation

Add something to your content curation to spice the conversation up.

It may be an opinion, a tag of the brand, a question, a reflection, a call to action. Everything contributes to create a discussion. You want to share not only an article but a message to push engagement.

Consider it as part of your calendar

Take care of the content curation as if it is part of your own social media calendar – also because this is the truth. Try to select topics that look right side by side, avoid repetitions, and select the best pieces that will add value to your channels.

Remember that it is unuseful to fill in an editorial plan only because you have to post something – also because the audience will notice.

Schedule content curation and your communication carefully

No one knows the perfect ratio when it comes to curation VS self-produced content. The piece of advice we can give you is to think about the editorial plan as a symphony.

An excessive amount of content curation will make your audience wonder if you do not have enough original things to say. On the other hand, too many self-produced articles and photos, if self-referential, will bore them to death. Find out your balance.

Be ethical and correct

Sharing content does not only mean to slap a link on a Facebook page. Even if this task appears natural, several rules will make your audience and colleagues appreciate you. Remember always to cite the sources, be careful in the comments, never steal a photo or an article without quoting the author.

Always verify the credibility of the news you are sharing, have a variety of reliable sources, and involve your community.

Most important of all, have fun doing it!

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