Curation is a word PR pros have borrowed from the art world and applied to the emerging field of content marketing.
Content curation involves gathering material that is relevant to your organization from a variety of sources, then organizing, adapting and enhancing it to make it worthwhile to to your audience. Curation enables you to publish content that is meaningful and entertaining to your customers and augment it with your organization’s own perspective.
With so much to cover and, often, few resources, curation can be useful to boost your organization’s brand journalism efforts. There is so much content out there from news sites, trade publications, white papers, and specialized blogs that may be relevant to your organization and consumers. Why not take advantage of it and give it your own flavor?
Here are a few steps to start your curating engine:
1. Find amazing content.
Easy, right? It may seem like a daunting task given all the sources, but you can narrow it down in a few ways. Create Google alerts with key words related to your topic of interest, sign up for email newsletters from industry sites, subscribe to RSS feeds and monitor pertinent hashtags and handles.
2. Pare it down.
Content curation tools can help with this step as many of them allow you to categorize content using tags, boards or other sorting mechanisms. Choose the items that will resonate most with your audience and that your experts can comment on and enhance. Curata
and You Brand Inc.
provide the “ultimate” lists of curation platforms.
3. Re-purpose it.
Find the people in your organization that can say something valuable about the recycled content. Collect a quote or an image that displays your knowledge and enriches the original piece.
4. Share, share, share.
Repost curated content on your website or blog and use your social media channels to share it with your audiences. Arm your front-line or sales staff with relevant content that they can use to spark conversations with clients or prospects. Remember: always credit the original author.
Good content helps your organization establish itself as a leader. By keeping up on current trends and showcasing expertise, curation is an excellent way to support your content marketing strategy.
Maria Scopelliti is a communications advisor at the University of
Ottawa. She recently completed her master's thesis entitled "Gatekeepers
no More: Redefining the Roles of Journalism and PR in the Age of
Digital Media and Content Marketing." You can reach her on Twitter @MariaScope.