By now, we know that content curation is one of the essential elements of a whole digital strategy.
However, there might still be a lot of questions about it.
Doubts about its importance, the strategy to adopt and legal issues!
Typical questions about content curation for marketing are:
What is content curation marketing?
What is content curation in social media?
Is content curation legal?
How do you get content to curate?
Why do we curate content?
We have found some meaningful answers and inspiration from selected experts in the field of social media marketing. An excellent starting point to open the conversation, adding our thoughts.
1. Why is content curation important?
This is one of the most asked questions about content curation, a topic that we discussed a few days ago.
Neal Schaffer (@NealSchaffer) tweeted on this topic on February 6th, sharing an article by Melanie Tamble (@Melanie_Tamble):
According to point 5 of the article, Tamble said that content curation “sparks new content ideas and education,” because:
“Content curation also has an educating effect. By researching, reading, sorting, distilling, and commenting on curated content, your team will extend your internal knowledge base of insights into current trends and industry know-how.”
Looking for exciting pieces of content to publish on your social media can be challenging and satisfying, but, above all, it can be stimulating.
Accurate content curation is an exciting way to keep your mind witty and sharp. We are in a world where lifelong learning is the norm, so why not try to take advantage of every minute?
Tamble goes on this way:
“This will keep your communication team informed on the latest trends and helps to add value and ideas for your content creation process. From each curated piece of content, you will take-away at least bits of information and know-how about innovations, other opinions, and different perspectives. Thus, content curation automatically will help you grow your expert knowledge and are always up to date.”
Thanks to content curation, you will not only be able to know all the latest trends about your niche. You can also learn valuable pieces of information about your insights, your audience, and the topic’s influencers.
All of this will help you to learn something new every day, accumulating unconscious pieces of knowledge. With the right stimuli, it can become the spark that will lead to a stunning, disrupting idea. It is a great way to keep your teamwork up-to-date, creating an exciting and stimulating environment inside your company.
Not bad at all. What do you think?
2. What are the benefits of content marketing curation?
Experts Define Content Curation As the Practice of Determining, Collecting, and Bestowing Digital Content that Environs Particular Subject Matter. | #DigitalMarketing #SEO #DigitalMarketingStrategy #ContentCuration https://t.co/uQzmGcjEdL pic.twitter.com/MLdflQ8YPL— Ascent Brand Communications Pvt. Ltd (@AscentGroupIN) February 6, 2020
Ascent Brand Communication says about content curation:
“Content Curation forms faith and trustworthiness for your brand as it keeps customers up-to-date. It is the deliberate, thoughtful categorization and re-publication of content inside an editorial lookout that supports a place you wish to convince others to believe is truthful. It isn’t just a matter of tracing, generating, or broadcasting a definite quantity of information. Similar to the work of a Museum’s curator, digital marketers curate blog posts. Readers love being communicated what’s worthy to read or indispensable to see.”
We already listed the benefits of a resonated content curation, but we can not emphasize them enough.
One of the essential elements you can insert in your content curation is a thoughtful plan to follow. Select a set of topics you want to cover in your channels, pick a tone of voice, and stick to them.
A coherent, up-to-date selection of trustful sources is one of the most critical elements to give to your customers. They will trust you, they will believe you, and will learn that they will always find valuable pieces of content on your social media channels, which will lead you towards a reliable reputation*.
It is economical; it helps your brand identity and makes you recognizable with your clients and prospects.
3.What is the difference between curation and creation?
#ContentCreation = creating your own content from scratch and marketing it to your followers or subscribers. #ContentCuration = gathering existing information like blogs, posts, or ebooks & sharing it with your brand’s followers. (Repurposing and reposting) pic.twitter.com/IgPgz2wtFN— Kannon Marketing (@KannonMarketing) February 5, 2020
When it comes to content and social media, there is a huge difference between creation and curation.
In the first one, you create your pieces of content from scratch. You can personalize it in every detail, from the tone of voice to the messages you want to convey as a brand. In content creation, you speak as a brand. It is vital to speak your mind as a company and let customers and clients know your values, your vision, and your personality.
In content curation, you only have a little part of the comment, but you can pick the best sources you want to use.
You select other brands’ and people’s pieces of content, and you decide to share and comment on them in your channels, showing your support to those themes and companies.
Content curation is essential to keep your channels populated and avoid a lingering conversation.
Moreover, it helps to create strong bonds with other brands.
4.How to create an efficient content curation strategy?
Jose Ortega is pretty clear when he says: “A content curator goes beyond simply sharing a link that looks cool or interesting. When you’re effectively doing it, it is focused on a strategy and sharing the very best content on the web with your audience. If you don’t have a plan or strategy before you begin the process, you’re planning to fail.”
It is common for brands not to have enough pieces of content to cover a content strategy by themselves. This is one of the main reasons why content curation is so important.
However, you have surely understood by now that content curation does not mean to slap a link from an external source on your channels, hoping that people will like it.
It would be best if you had a plan. Most importantly, it would be best if you had a strategy.
Sharing links is not only useful to fill a gap in your content calendar, but also to build relationships and create exciting discussion – but only if you know what you are going to share.
Be sure of what topics you want to cover and when, for example, with thematic days or hashtags.
Try to diffuse the ratio between your pieces of content and curation. Select parts of content others shared to support a thesis.
Make a plan, stick to it, and see what happens!
5.How can I be ethical on content curation?
Content curation experts @Quuu_co look into what curation strategies you can employ to strengthen your content game in 2020 saving you time and money.
Feat: @Flipboard @feedly @curata @paper_lihttps://t.co/rKiZWNPBxQ#contentcuration pic.twitter.com/oHzEKhH811— The Little French’s Media (@MediaTLF) February 5, 2020
There are a lot of issues about content curation, linked to ethical and legal questions. A lot of people ask themselves if there are legal problems on sharing articles, or how to be as transparent as possible.
Is content curation legal? Yes, it is! You are not stealing content since you are going to take care and give tribute to your sources.
Our piece of advice is, first of all, to always make the source crystal clear. Tagging the source will not only be seen as a valuable element but will also be a great occasion to start a conversation with another exciting reality.
Talking about ethics, you can rock it by sharing only pieces of content aligned to your values, always recognize other people’s work, and never pretend you own someone else’s content.
Also, remember that discovering a liar is extremely easy in the web world, and your brand risks a lot in terms of reputation.
We are using content curation across our social media, measuring results.
What is your opinion on curating content to increase engagement? Are you running experiments in that direction?