Get the eBook: How To Effectively Do Curation

Amanda Dodge


August 31, 2016 (Updated: January 23, 2024)

Curation is a crucial part of the content marketing process. The act of sharing your content and content of your peers is a lost art that is often skipped over. After all, why would anyone need to spend time on curation when bots and algorithms automatically share content for you? Fast rarely means good. Properly curated content takes time and a personal investment for a company.

Indeed, curation is one of the most overlooked aspects of content marketing, but why? First, looking at the social media performance of work that isn’t your own is not as compelling for marketers. Regardless of the source, marketers tend to look at the traffic generated by their own work instead of focusing on creating a landscape of expertise.

Curated content won’t typically generate the same ROI as original content, especially for brands that are used to immediate conversions with every piece. However, successful content curation is an important step in connecting and building relationships with customers, creating partnerships, and generating more leads.

Download the guide from our Marketing eBook Library: How To Effectively Do Curation

What’s the Benefit of Curated Content?

Marketers treat curation like a New Year’s Eve diet. Every once in a while, someone sets the goal to launch a curation strategy within the company. The effort goes strong for several weeks until work picks up and the social media accounts fall from being a priority. Don’t take this fall to mean that brands don’t want to curate. Curation often loses its priority against more pressing matters.

Our eBook is for anyone who started a curation strategy and couldn’t see that strategy to completion. We offer tips for marketers who want to start small and slowly build their audience, and we want to help those who appreciate detailed strategies when approaching a new challenge.

Your audience is looking for curated content. At the end of 2023, about half of U.S. adults get their news at least sometimes from viewing social media. While you may not be publishing general news and curated headlines, you can and should be tapping into relevant updates, trends, and events happening in your industry — these will be valuable as curated content for your audience.

Small businesses that do curation right can expand their social media footprint and grow faster than they thought they could, while medium to large businesses can build relationships with industry experts that can pay off during a product release. In short, everyone is curating, and you can, too.

What To Expect in the Guide

In the eBook, we first review the principles of curation and how brands can benefit from using this marketing tactic. Throughout the guide, we include case studies of brands that curate effectively — from National Geographic to the New York Public Library. These brands can serve as inspirations and mentors to study. We then cover each step of the process:

Scheduling Curation Ideation Sessions

Similar to the process of content creation, you’ll want to pull together a team with different thoughts, concerns, and values to decide who to follow and what to curate. Make a list of industry leaders and influencers and divide these companies and people into two categories: publishers with existing relationships and those you want to pursue with relationships.

Ask each person on the team to do research beforehand and create a list of five to 10 people who would be a good fit for curation. With these lists, you can start the meeting with your publishers and spend time focusing on the curation strategy.

Including Curation in Your Editorial Calendar

Most content marketers would be lost without their editorial calendars. If you can identify with that statement, then maintaining a strong curation strategy is as simple as incorporating curation sections into your calendar.

Start by adding a few slots per week for curation posts on social media sites. Look for content around major holidays and events where you know you can find information that fits your brand. If you’re feeling brave, add a few miscellaneous spaces where you find content that day to curate and share.

Find more content marketing resources in our eBook Library.

Finding and Selecting Relevant Content

The goal of curation is to build relationships with industry peers, so you want to find content that they created that they will care about. Look for what publishers have written about recently, not something they wrote five years ago. You should also look for major books or projects that they’re proud of, instead of a one-off blog post with little relevance.

As you look for influencers, try to find industry peers who would be willing to engage with you. For example, a fashion website’s marketing team will have better luck reaching out to bloggers and curating their tutorials instead of chasing after Kim Kardashian.

Engaging and Building Community

Curators can go wrong when they want to share and post content, but rarely want to listen. Set aside time to respond to comments, read the comments of other bloggers, and become better engaged in the community. No one wants to talk to people who never listen, and the same goes for online brands.

Explore content curation in-depth when you download the free eBook.

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Author Image - Amanda Dodge
Amanda Dodge

CopyPress writer

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