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.
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
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:
- Find a hot or controversial topic in your field
- 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)
- 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!
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.
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.