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Content Curation: The Basics and How To Put Your Own Spin on It

What is content curation?

Curation refers to the process of selecting, organizing, and managing items in a collection. You may be familiar with the work of a museum curator who is responsible for acquiring and cataloging artwork and planning exhibitions.

Just as a museum curator would seek the best works of art that will interest museum and gallery visitors, content curation involves choosing quality content that captures an audience’s attention and adds value to their lives. Content curators find content on a specific topic from a variety of sources, including blogs, social media, video streaming services, news outlets, and other publications.

To increase traffic and awareness for your brand, share curated content across multiple digital channels such as social media, blogs, email, and websites. When executed well, content curation can help build your credibility as an industry leader. It can help improve your SEO, generate leads, and reinforce your other content marketing efforts.

Content curation is an economical yet effective way to build your content calendar and keep your brand relevant. The beauty of content creation is that it doesn’t require you to create your own content. It’s ideal for when you lack the resources, time, or budget to develop original content.

How to Add Value to Curated Content

Content curation is more than just having a handpicked collection of content and mindlessly sharing links. Thoughtfully curating valuable content is just the first phase of content curation.

For your brand to be recognized as an industry expert and thought leader, you have to share it with the right audience and add value to make it click-worthy. Here’s how:

Summarize - Content curation should be more than just sharing a link. Strive to provide context with a comment. Recap the content to let the audience know what they can expect to find when they click. Pique interest by quoting a powerful statement. Give the audience just enough information to compel them to click and find out more.

Change the titleGive the title a spin. Keeping the original title only puts you in competition with the original content. The point of content curation is for the content to take on a new life.

Explain its significance – Introduce the content by explaining its relevance. By adding an editorial perspective, you can add value to curated content. Talk about why you think this article is worth the read and how it impacts the industry. This is the perfect opportunity to put a spotlight on your expertise by sharing your predictions or tips.

Invite engagement - The goal is to spark a conversation. Share your views and ask a question. Encourage the audience to provide their insights or arguments.

Add a CTA - A clear call-to-action tells your readers what to do next. Your CTA may encourage your readers to follow you on Twitter, download an ebook, sign up for a demo, and so on.

Practice ethical curation - For your content curation to have the most success, remember to maintain your audience’s trust by practicing ethical curation. Give credit where credit is due. Content curation is not content duplication. The original source of the content should always be displayed prominently. Also, blatantly copying and pasting does nothing for your SEO and could land you in trouble with the original creator of the content.

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