Content curation: lesser writing and more publications

Content curation: lesser writing and more publications
Content curation: lesser writing and more publications
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How to generate a large amount of high-quality content if unique resources do not always have enough resources?

Use ready-made. Do you think I suggest plagiarism or copy-paste? There is no need for this, because there is an absolutely legal method – curation of content.

Do you want to properly manage ready-made publications to increase your expertise? Then let’s get together what curation is and what role it plays in content marketing.

What is content curation?

Quotes, subject collections, article digests – if you have ever published something like this on your blog or social networks, feel free to call yourself overlord content curator.

Wikipedia gives this concept the following definition:

Content curation is the collection, systematization, and republishing of information that is relevant to a particular topic or field.

In other words, to oversee is to find relevant content and share it with the audience . The company Hootsuite in his blog develops the idea that supervision does not require the creation of unique materials. But I think this approach is fundamentally wrong. I will explain why.

You can’t just host someone’s content. Copying information without indicating the source infringes copyrights, lowers the site’s result in search results and undermines your confidence.

And if you publish third-party material with a link to the source? Yes, you will share an interesting publication with users, but they are unlikely to become more loyal specifically to you. Because they will not see the unique “I” of the company.

For curated content to work, add an author’s interpretation. Such an “arrangement” requires effort, albeit not the same as creating material from scratch. That’s why I think curation is impossible without my own content.

Imagine that you have found an article on the Internet that will be interesting to readers of your blog. If you place it without indicating the source, you simply steal it. If you duplicate and indicate the source, act according to the law, but lose it in the eyes of the reader, because they have not brought anything new to the publication. How to proceed?

The best option is to adapt the material. For example, the article How to choose the day and time of sending letters to increase openness was written on the basis of a publication from the English-language blog Kajabi. But I did not just publish the finished material – I translated it, adapted it to our realities and supplemented it with examples that were clear to readers. This is the curation of content.

Content curation: lesser writing and more publications

Benefits of Curation in Content Marketing

Every day you need more materials which are interesting, high quality and catchy, since the content is proclaimed King of promotion. Where can I find an inexhaustible source of content if resources are limited?

Curation comes to the rescue. You probably use this way to market content, even if you call it otherwise. Curata has determined that marketers prefer to mix content this way: 65% unique, 25% curated and 10% syndicated ( authoring content that you post on your site + on other sites) .

But back to curation. As figures from Curata show, it is a comprehensive content marketing strategy today as you create your own materials. So why is this method so popular? I highlighted 6 reasons to use it :

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He saves time and money.
Supervising is much easier than creating. What do you think is faster and cheaper: hire an author who will write an article from scratch, or make a selection of ready-made materials? Of course, the finished material is often difficult to find and repackage, but you save more than you spend.

He increases the number of publications
Supervised content saves entrepreneurs who are forced to choose what to publish today: an article on a blog, 3 posts on Facebook or send an email newsletter. The faster you generate content, the more often you post it. Regular content updates enhance the visibility of brands and readership.

He engages the audience
Imagine that someone instead of you attended a large-scale conference, retold the speeches of the speakers and compiled a summary of cool ideas. Convenient, right? The same thing happens when you select the best content for the user. You simplify his life and he decides to share your literature and increase its coverage.

It improves SEO positions

Content curation: lesser writing and more publications
You know: all that makes content interesting and useful for the reader positively influences its promotion in search engines. If your resource is read, third-party sites link to it and it contains links to authoritative sources – this increases the results in the search results.

You just need to understand the subject to evaluate and summarize third-party publications. You hereby declare yourself an expert and build users ‘ trust by supervising the content. Of course, only if you share useful materials, but add a comment from an author.

He helps to find ideas.
In the process of curation, you work with different sources of information: books, studies, lectures, etc. You monitor trends and news in your field regularly, you will see how it is easier to choose topics to create unique materials. to talk about with readers.

5 stages of content curation
Stage 1. Decide what you need.

Like any other, curated content should meet the needs of the audience and harmoniously fit into the content marketing strategy. Choose the subject and format depending on the goals and objectives. Study the audience to be as useful as possible.

For example, we know that readers of Genius Marketing are interested in practical materials about online business. This is the basis of our content policy, including curation – we quote the advice of well-known entrepreneurs, make a selection of tools and analyze services for promotion.

Step 2. Find the right materials.

According to Buffer SMM-service, 95% of curation is a search and selection of content . And only the remaining 5% is publication and analysis. If you position yourself as an expert, it’s not enough to share passing articles on the topic. Your task is to offer the best to the audience. Keep 3 tips on how to do this.

1) Supervise the curators

Do not reinvent the wheel. To get started, refer to sources that themselves share useful materials on your topic. Read blogs, browse news sites, subscribe to the newsletter of useful digests or set up an RSS feed.

Another source of content may be Telegram. Today, almost every niche has an authoritative channel where the author oversees interesting materials from the Internet. For example, the Telegram channel “About Business” is a selection of the latest news, interviews and articles about entrepreneurship.

Telegram channel about business: a selection of news

2) Use the services

You can also use special tools that help supervise materials on your subject. Learn about updates of interesting resources with Feedly , save useful links in Pocket , select the most popular content in BuzzSumo .

I often use BuzzSumo to understand what is interesting to the audience right now. This English-language tool searches for the most popular materials by keywords and analyzes where they are most often shared. For example, this is what top sales funnel posts look like for “sales funnel”:

TOP publications for “sales funnel”

In addition, in BuzzSumo you will find the latest information on various topics. For example, this is what the top marketing news looks like:

Top Marketing News

3) Follow people

First of all, you will find interesting and relevant materials from opinion leaders. It is also worth watching for competitors and people who simply work in your field.

Even customers can become a source of content if they leave a review about you (preferably good), which you then publish on your site. To do this, follow the company’s references on the network and monitor the use of branded hashtags.

For example, during the Online Business Lab, participants generated a bunch of content every day: photos, impressions, interesting stories. It only remained to track publications on the hashtag

Using trial and error (better without errors, of course) make a list of 25 sources and regularly monitor them. But before adding any publication to the content plan, ask yourself 3 questions:

Is this source reliable? Even if you really want to share the news first with subscribers, you should not publish unverified data – this can undermine your confidence.
Will this be helpful to readers? Curated content is an expression of the best on the topic, so post only what is of interest and value to the audience and solves its problems.
Is this material quality? For example, if you want to curate an article, check: is it written clearly, is there text formatting, examples, high-quality pictures and videos.
Remember that the curator is responsible for all publications. When you share useless, untested and in addition poorly made material, you lose the loyalty of readers. Therefore, you need to search and select materials with the same attention and responsibility with which you would create content from scratch.

Stage 3. Pack the content

As I have said, a feature was in charge of content to add to the already finished publication added value – the author’s comment, annotation, output, and so on .

For example, if you are making a selection of services – explain why you should choose each of them, and not just throw links to the reader. If you share a client’s story, tell us in detail how you managed to solve his problem. Make sure that you are not just sharing content, but also promoting your business.

Read more about curation methods in the next block.

Stage 4. Share content with the audience

Use all available channels for publishing curated content:

a blog
social network;
email newsletter.
Share materials on all fronts at once or analyze which channel will be more effective for each format. For example, send digests by email, review useful tools on your blog, and share movie selections, quotes, etc. on social media.

Stick to 2 rules:

Post curated content regularly. Then readers will get used to what you should look for comprehensive information on the topic.
Follow the design. Take care to read your content conveniently: use illustrations and clear formatting.
Stage 5. Analyze publications
Curation is a unique part of content marketing strategy; third party publications that work for your promotion. But this is good in theory, but in practice you need to confirm the benefits of curated content for your business.

To do this, use all available analytics tools and check how your audience reacts to other people’s materials. So you determine which publications are popular, and you can adjust your content plan . For example, to prepare more materials on the topic or more often use the format that readers liked.

How to curate content [7 ways with examples]
Method number 1. Reposting

This is the easiest option to offer readers alien material. For this purpose, there is a special “Share” button on social networks, and on a blog or website, reposting will look like posting a link or publishing content indicating the author / source.

Reposting is of 2 types:

Passive reposting. When you share a publication with an audience but don’t explain what its benefits are. I do not recommend using this method often. Supervised content, like any other, should promote your business. But you must admit: it is difficult to draw conclusions about a company that publishes other people’s content and does not say anything on its own.
Summary It’s worth adding a few thoughts to the repost, as the publication immediately acquires added value. Write a preview or vice versa – the conclusion of what is written. Interested in the original introduction. Explain to the user why you shared this with him.
For example, this is how the authorial introduction of Marketing Media Review to the article by Olesya, which the online magazine posted on its website, looks like:

author’s introduction to the article Olesya

Method number 2. Citation

Also quite a popular way. Readers listen to the opinions of those who have achieved something, so the statements of successful people will add value to your publications.

Use quotes to share a lecture or master class summary with your subscribers. For example, in the article “How to achieve business results,” we used Alex Yanovsky’s video quotes to convey the maximum content of his speech.

Post famous people with your comments. Just make sure that the quotes and the author fit the interests of the audience. For example, on the Genius Marketing Facebook page, we publish quotes from entrepreneurs (and not only) related to business and success.

Quotes of Entrepreneurs in the Facebook Group

Method number 3. Collections and Lists

This is the first thing that comes to mind when it comes to curation of content. Gather ready-made useful chips in one place and “sell” to the reader. But this is a resource-intensive curation method. Yes, you do not offer the audience anything new, but the search for information, analysis and competent “packaging” will take time. But the response to such content is many times greater .

For example, our selection of 15 tools for creating visual content was included in the TOP 5 of the most popular blog articles for October. And the list of 5 powerful books on marketing for entrepreneurs took the 2nd place in terms of the number of reposts among all publications on Facebook over the week.

Popular Facebook post on the number of reposts

Method number 4. Digest of the best materials

This method is similar to the selection, but the digest implies that you share content that has appeared over a certain period of time. Plus, this format is more about finding materials than about the author’s interpretation. In the digest, it’s enough to make an introduction, and then just share useful links.

As a rule, digests are sent by email before the weekend . So you deliver a large portion of valuable content directly “home” to the user just when he has time to calmly get acquainted with it. For example, the Awdee Design Edition every Friday sends subscribers such a cool digest that I regret not being a designer.

Newsletter Example: A Cool Selection for Designers

Method number 5. Research Supervision

Statistics, analysis, numbers – this content is common and always widely circulated. But what if you are not going to study the market and conduct surveys? The answer is to oversee. The findings of study are typically useful per se, so that the writers do not have to think about dazzling reports. Take it upon yourself: select the most impressive data and analyze what it means for your niche.

It’s very cool to put the numbers in a clear infographic. This will facilitate the perception of content and pleasantly surprise readers. Domestic companies rarely use this method. This is typical, rather, for the western market. For example, this is how the Citipost Mail service designed data from 14 sources as an infographic:

Infographic Figures

Method number 6. Using multimedia

This method is similar to the previous one. But it concerns not only research, but also any other publications. Give the known information with the original visual content a second life.

New life of infographic content

Want to create cool infographics for your publications? We have two articles at once about how to do this: part 1 (creation rules) and part 2 (tools) .

Method number 7. Engagement with the audience

As I said, even subscribers can become a source of content. For example, if you share your experience with you, and you post feedback on yourself , as we did in the “Success Stories” section of the site. Remember about added value – add the client’s story with details: what you did for him and how it worked.

Another way to use people to create content is to answer audience questions and by using hashtags #

Rules for curation of your own content

These methods also work for your materials. Supervising your own content is not only possible, but also necessary. Make your publications rework. And it will be even cheaper and faster. You don’t even need to look for anything, because the necessary information is already at hand.

Use 3 rules:

Analyze , which publications are most popular.
Check if everything is ok with the content. If you used the material six months ago, make sure the links are still working and the content is still up to date.
Prepare a new serve. You should not publish content in the same form as the first time.


Curation facilitates working with content: you increase blog posts and social networks, as well as increase your know-how.

What is needed for this?

  • Track about 25 reliable sources of content.
    Share only what is valuable to the audience.
    Experiment with different feed methods.
    Keep the promotion in mind: always add comments to repost.
    Reuse your own materials.
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