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The concept of content marketing is not new, but it has certainly been spreading like wildfire. While the awareness and implementation of content marketing continue to rise, the need for curating content becomes even more apparent.

When you begin any content marketing initiative, you'll quickly realize how difficult it is to churn out incredible content regularly.

How do you solve that conundrum?

The solution is content curation.

What Is Content Curation?


A Day at the Museum 1 by Robert Couse-Baker (Creative Commons)

"Curation" is derived from "curate," or the person in charge of a collection at a museum (among other, earlier meanings). A museum curator's responsibilities include gathering pieces of art that are high quality and relevant to the museum's collection.

That's what thought leaders do with content curation: They gather and organize high-quality content that relates to their target audience, add their unique insights, and put it on display for their audience.

How does content curation fit into a content marketing strategy?

Curating content helps fill the gaps that form when you produce and promote your own high-quality content.

Curata finds that "enlightened" marketers use a content marketing mix that consists of 25% curated content in addition to content they themselves create (65%) and content they syndicate (10%).

Content Curation Principles

Content curation requires a keen eye, thoughtful additions (and subtractions), and time. Sifting through hundreds of content pieces from dozens of content sources is almost certainly not a quick task. And you must do that nearly every day.

To do content curation right, you need to keep a few best-practice principles top of mind, including...

  • Balance: Is the content you curate in balance with the content you create yourself?
  • Emphasis: Is the content you curate reinforcing your created content?
  • Variety: Is your curated content coming from a variety of trusted sources?

By keeping balance, emphasis, and variety in mind when curating content, you'll be on track to providing your customers with the content they desire.

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Curating Content: A Few Principles and Tools to Guide Your Efforts

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ABOUT THE AUTHOR

image of Greg Shuey

Greg Shuey is a co-founder and the chief evangelist of Stryde, a content distribution and promotion agency in Salt Lake City.

LinkedIn: Greg Shuey