In the world of content marketing, you hear a lot about content curation. Curation typically means acting as a curator or conservationist, preserving history for the future. In a digital sense curation can mean the preservation and management of digital assets. However, in the context of content marketing curation really means organizing and distilling relevant information so your readership gets the best of the best.
Effective content marketing is really about delivering meaningful, quality information that demonstrates your expertise and reinforces your brand value. Consider the exabytes of information that is being pushed out over Facebook, Twitter, LinkedIn, Google+, Pinterest, and other inline forums. It’s too much data to sift through. Curation organizes the information in a way that makes it manageable, provides meaning, and focus. You want your message to be crisp, concise, and relevant. Curation helps cut through the clutter.
Beth Kanter, who advises non-profits about social media, recommends using the three S’s – Seek, Sense, Share – as part of your social media strategy. The same three S’s form the foundation of a good curation strategy:
- Seek out the most relevant content for your audience.
- Make sense of that content and help your audience interpret it. You can use blog content, annotations, comments, and other means to overlay relevant meaning on content.
- Share the content through the channels that are most meaningful to your audience, sharing the data points that are most relevant.
When considering the process of content curation, like any marketing undertaking, you need to have a goal in mind, and then you can find topics that support your goal. Once you have a cadre of relevant topics, then you can apply the three S’s – seek out the topics, make sense of them for your audience, and share.
By using an organized, considered approach, you can cultivate vetted content from relevant sources, repackaged and reinterpreted so it’s more relevant to your message and your audience. Your content is of higher quality and greater value because you took the time and attention to distill it to make it relevant, focused, and meaningful.