Dos and Don’ts for Curating Content, to Grow an Audience

Dos and Don’ts for Curating Content, to Grow an Audience

November 7, 2019 9:02 pm

Discovering and sharing helpful and fascinating content material from sources outdoors of your corporation is usually a good, low-value, and straightforward approach to meet content material marketing objectives.

Content material marketing goals to assist your enterprise appeal to, interact, and retain an viewers of potential clients.

As these potential clients learn or watch the content material your organization shares, they start to love your organization and see it as an authority. Over time, they may acknowledge the worth within the content material your corporation shares. They could even really feel indebted to your organization. When it’s time to make a purchase order, they’ll think about your services.

On this method, an excellent content material marketing plan will embrace unique items that your small business produces, publishes, and distributes. This owned media ought to be the idea in your content material program.

However you possibly can summarize and hyperlink to curated content material to realize the identical objectives at a comparatively decrease value and with comparatively much less effort, since discovering a superb article ought to take much less time than writing one.

Discover Compelling Content material

Content material curation is just like curating for a museum or gallery.

At a gallery or museum, the curators oversee or handle the gathering and show of artistic endeavors and historic gadgets. These curators search the world for probably the most fascinating items to share with their viewers of tourists.

Content material curators sift via the various a whole lot and even hundreds of articles on the web, amassing probably the most fascinating and related gadgets to share in weblog posts, on social media, in movies, or in newsletters.

The content material your organization curates must be targeted on a number of of the subject clusters. Initially, it will in all probability require a variety of analysis — studying blogs, information websites, and social media posts.

Within the early levels of content material curation, you’re as curious about discovering sources as you’re find articles or movies; a great supply may generate many worthwhile, sharable gadgets over time.

Once you do uncover a great supply, add that supply to Feedly or an analogous device to simply examine for updates.

Lastly, attempt to discover uncommon content material. Linking to the identical The New York Occasions article discovered on one million social media feeds is inferior to discovering an actual gem, maybe from The Pudding, and being one of many comparatively few people sharing it.

Interpret Content material

Your organization might achieve traction by mechanically posting gadgets in your social media profiles with out ever having learn or interacted with the content material. However this isn’t content material curation; it’s regurgitation.

As an alternative, if you curate content material, add which means and context that makes it related to your viewers of potential clients.

Right here is an instance. Think about you personal an online shop that includes exhausting-to-discover tour shirts, posters, and comparable merchandise from the underground music scene. Your clients are rising and uncommon music aficionados. They’re passionate concerning the matter, they usually are likely to shun mainstream acts.

You need to curate a publish you discovered on The Pudding, titled “The Largest Vocabulary in Hip Hop.”

An interesting post from The Pudding looks at hip hop music through 2012 and compares the number of unique words used in an artist's first 35,000 lyrics.

An fascinating publish from The Pudding appears at hip hop music by means of 2012 and compares the variety of distinctive phrases utilized in an artist’s first 35,000 lyrics.

Which of the next is the higher curated social media publish?

Nice article on The Pudding, “The Largest Vocabulary in Hip Hop,” #hiphop


Aesop Rocks and lots of different indy rappers are much more lyrical than Shakespeare, extra literary than Moby Dick, a The Pudding report exhibits. #music

The second choice, “Aesop Rocks…,” presents rather more element. It’s a greater submit. The extra you are able to do to interpret the curated choice on your viewers, the higher job you’re doing as a curator.


The content material you curate could be shared in your website, on social media profiles, in teams, or as a video. Curated content material may even be collected to create new content material.

Ask your self, “What am I making an attempt to perform?” For instance, think about that a direct-to-shopper ecommerce model needs to extend the dimensions of its viewers. To try this, it has began a Fb Group.

Though this firm has a strong weblog, it doesn’t need to simply publish its personal content material within the group. So it hyperlinks to useful, non-aggressive posts which are related to the group’s matter.

Then as soon as every week, the corporate creates a brief YouTube video calling out the highest 5 assets within the business. That listing consists of 4 curated gadgets and one in every of its personal weblog posts. The video is shared on YouTube and within the aforementioned Fb Group, the place it helps to develop the corporate’s viewers.

Measure Outcomes

Like all the marketing your organization does, content material curation must be measured and analyzed. In so doing, you’ll make sure that you’re attaining your marketing objectives and creating a chance to enhance.

Monitor how typically your curated content material is shared and commented on. In impact, your viewers shall be voting for the content material they like greatest.

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