Your Guide to Social Media Enlightenment – From Trending Topics to Innovative Startups
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Content Marketing Tip – 3 Ways Content “Curation” Can Boost Content “Creation”

By Heba Hosny

In plain English, content curation often refers to identifying, locating, filtering, organizing, and sharing content that is relevant to your target audience.

Content curation seems to be the only sanity-saving cure to information overload! Still, content marketers often face the dilemma of weighing the pros and cons of content creation versus content curation.

To Create Or To Curate, That is The Question!

When content marketers ask this question, they don’t mean that the two options are mutually exclusive. It is just a matter of discovering the right balance between them.

In a sincere attempt to help them out, Jay Baer, a highly regarded social media strategist, presented a detailed study on the issue and concluded the following:

Link to your own content between 25-50% of the time, with 40% being the ideal mark. (and curate the rest).

So far, we have been looking at curation and creation as a two separate practices. Yet I beg to differ: content curation can give a huge boost to content creation and that is the key point I want to make in this article.

Let’s get started…

The key commonality between content creation and curation is that they are both used to provide targeted quality content that will enhance visibility, engagement and, in turn, conversions.
It goes without saying that the same criteria must be applied to identify the topics used in both cases. That’s why; content curation can help in refining created content in three different ways.

1. Curated Content Can Inspire Topics For Created Content

Getting the habit of curating content has massive rewards including:

  • Stay in tune with the latest trends in your industry
  • Understand which topics are irresistible to your target audience
  • You can stumble upon a great discovery or breaking news that will make you a pioneer in your field. It is a great credibility booster to build a reputation as being the first to publish important news in your industry
  • Filtering topics to find ones that are in line with your branding and SEO objectives
  • Identify untapped areas or scarce information that can add real value to your readers

Key Takeaway:
As you work on curating content, don’t just settle for sharing it with your network. Instead, think of how the topics you find can inspire your own content.

2. Build On Curated Content To Create Your Own Content

I love this tip! Let me give you a very specific roadmap:

  1. Find a hot or controversial topic in your field
  2. Instead of taking the easy route of sharing the topic with your audience, write a blog post to “build on” it. You can build on a topic in different ways:
    • Beg to differ politely
    • Provide additional tips and insights
    • Ask clarifying question(s)
  3. Use Twitter @Mentions to grab the author’s attention and invite him/her to comment on your post

Think of all the branding and visibility rewards you will reap if you get into the habit of “having a say” in other people’s content. I love that thought!

At Garious we hate talking theory! Here’s a practical example and a detailed article on how to reuse curated content.

3. Use Curated Content As A “Teaser” To Drive Traffic To Your Own Content

It is perfectly ok if some of your blog traffic initially resulted from publishing curated content, as long as you have a preset plan to draw attention to your own content.
You can achieve this worthy goal by:

  • Having a neatly designed blog that helps visitors find your own “goodies” easily
  • Your own content must be outstanding if you want visitors to browse and not bounce!

If your content was so darn good, your first-time visitor will turn into a subscriber, thanks to your carefully curated content that grabbed his/her attention.

Final Thoughts

I can’t think of a better way to sum up this article than sharing the following quote:

Strangely enough, curation shifts the balance of power back to brands and publications. While anyone can make content, the decision to gather it, and present it by trusted content curators has more risk, and therefore more value — Steven Rosenbaum, Author of Curation Nation.

Content curation rewards are not limited to branding and SEO; it can also enhance the visibility and the quality of your own content.

What’s your take on the tips and insights presented here? Did they resonate with you? Your valuable contribution is much appreciated.

Heba Honsy
Heba Hosny is an award-winning marketing expert, a SEO copywriter and a passionate artist. She is a resident blogger for Garious, where she shares her expertise on social media, branding, intelligent marketing, you name it.

12 Responses to this post.

  1. 3 Ways Content “Curation” Can Boost Content “Creation” | Logicamp's Blog's Gravatar

    Posted by 3 Ways Content “Curation” Can Boost Content “Creation” | Logicamp's Blog on 19.11.11 at 9:49 am

    [...] Curation, Social Media & Beyond »   Read full article here: [http://bit.ly/sJs2I8]Via lauraleewalker.com Share this:FacebookTwitterPrintJ'aimeJ'aimeSoyez le premier à aimer ce [...]

  2. JackHumphrey's Gravatar

    Posted by JackHumphrey on 19.11.11 at 9:49 am

    Excellent post.  The right mix of creation and curation can be found, I feel, naturally.  Blogging is a rough business when you feel as though you can or should only do it when you have the somewhat mythical “original thought.”  This has killed more blogs than you can shake a stick at.  Allowing curation to be a major source of inspiration for when you create your own stuff takes an immense burden off the shoulders of bloggers and produces, I think, a much better experience for readers.

  3. Anonymous's Gravatar

    Posted by Anonymous on 19.11.11 at 9:49 am

    I couldn’t agree more. Jack. It does take courage to be able to confidently build on other people’s content.  If done well, it magnifies your credibility and readers tend to  find these types of topics more interesting. Above all, reusing curated content makes finding new blog topics a breeze. I love that thought!
    Thank you so much for your insightful comment, Jack. I will be checking your websites in the very near future.
    Heba Hosny – resident blogger at Garious.com

  4. Alis Rowe's Gravatar

    Posted by Alis Rowe on 19.11.11 at 9:49 am

    I find that over time I have naturally acquired my own rhythm and hybrid of curative and creative posts. 
    Number 2 is very important- saying something different that is based on, for example, a piece of news, will build your credibility in your field. I’m sure people are much more interested in someone’s own personal insight or opinion on a news topic, rather than just a description of it. Curating something by speaking your mind, asking questions and even disagreeing with an article makes you more human and more interesting.

  5. 7 reasons why you should be using twitter for business | Garious Blog's Gravatar

    [...] I also can’t seem to STOP writing blog posts based on other people’s “goodies”! Believe you call that legitimate stealing or using content curation to boost content creation? [...]

  6. Anonymous's Gravatar

    Posted by Anonymous on 19.11.11 at 9:49 am

    Exactly,Alis. You beautifully summed up the point I was making tip 2. And yes, blogging is a skill that gets nurtured by time and it feels great to discover your own voice and make it shine through even when referring to other people’s content.
    The important thing to remember is that, when elaborating on other people’s content, you must be well versed on the topic to add “real” value. If you can intelligently build on an article written by an influential figure in your industry, readers will automatically relate you to him/her and soon enough, they will be devouring your own content. Yet again, the key is to do it well.
    Also, I am not afraid to write blog posts asking people questions. People love answering questions about their products and, based on my experience, even A-listers will answer your questions promptly if they like them. I did it twice so far and the results were very promising.
    Thank you so much for your thoughtful comment and I wish you great success with your blogging.
    Heba Hosny – resident blogger at Garious

  7. Charlie's Gravatar

    Posted by Charlie on 19.11.11 at 9:49 am

    Great post.  Building on and participating in curated content puts you in the dialog… establishes your own position in thought leadership.  Curation is so important. 

    The other real value is expanding your readers’ view of where you find value, what is interesting to you.  The readers will be more impressed with your authority and capability for finding compelling sources.Quoting your sources and showing how you build your arguments and/or providing sources of support only strengthens your own posts.  The biggest challenge of course is finding those sources to quote and reference.

  8. Anonymous's Gravatar

    Posted by Anonymous on 19.11.11 at 9:49 am

    “The biggest challenge of course is finding those sources to quote and reference.” I couldn’t agree more. Charlie. It is challenging. Interestingly, I just commented on a blog post asking about 2012 content marketing predications and mentioned that I believe 2012 will witness developing intelligent content curation solutions.
    For now, I find that Google alerts, TweetBeep and Paper.li are great helpers. Paper.li has the added advantage that you can share your curated content with your network in the form of an online newspaper. I love their Twitter lists feature. In fact, I created a magazine that displays content of public Twitter lists created by social media gurus. That’s what I call effortless content curation!  Paper.li is so awesome that I wrote an entire article detailing how to use to it to curate content on Twitter. That’s why; I wasn’t a bit surprised to see paper.li among the 2011 Mashable awards nominees for social media.
    The point I am making here is that I try to work smart not hard on content curation by leveraging these great tools. It is still a daunting task but what can I say? the road to excellence was never paved with roses!

  9. Garious 2012 Social Media Success Roadmap From A To Z… | Garious Blog's Gravatar

    [...] 3 Ways Content “Curation” Can Boost Content “Creation” [...]

  10. Anonymous's Gravatar

    Posted by Anonymous on 19.11.11 at 9:49 am

    I’ll second that! I use paper.li regularly for efficient content curation and Google Alerts to keep myself and my Twitter readership informed about issues that matter to us.

    I haven’t used tweetbeep yet, so that’s next on my list. Thank you for the introduction. Best wishes!

  11. Anonymous's Gravatar

    Posted by Anonymous on 19.11.11 at 9:49 am

    You are most welcome, Laura. Have a magnificent Christmas :) – Heba

  12. Anonymous's Gravatar

    Posted by Anonymous on 19.11.11 at 9:49 am

    Thank you so much Heba! Have a wonderful Christmas.

    It was such a pleasure having you as a guest blogger. My readers love you and you’re always welcome to post on my blog. It’s an honor. :)

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