Content Curation Above Average is More Than Mindlessly Sharing Links
Along with the content marketing hype there comes another content craze – depending on the context a smaller or bigger one – it’s called content curation.
Curation is seemingly everywhere, it’s great and everybody either does it or has to do it. It’s true, curation makes sense. Yet
most people don’t even know what curation means let alone practice it strategically.
Content curation above average is not difficult. Additionally content curation can be a sustainable and regular part of your overall content strategy on your blog and beyond.
What is curation and why do we need it?
Content curation is not just about hype. The term itself is pretty new but the practice has been established for ages.
These days many people refer to sharing on social media as curation. Sharing links with your fans or followers is enough to become a content curator in a sense.
Is this kind of “incessant link sharing” curation useful? Not really. In some cases yes in most others not.
We live in an attention economy, time is money but time is scarce as hell.
Nobody has the time to read though all the new
- white papers
Nobody has the time to
- attend all the webinars
- view all the videos
- test all the tools
- try all the templates.
Thus getting all of them served by the hundreds isn’t helpful. It’s overwhelming. That’s why sifting through all the news to find the gems is a task people are glad to delegate.
The logic behind content curation
What is the purpose of proper content curation then? It’s about locating the rare high quality signal among the ocean of noise.
Content curation is about reducing the stress of the ever increasing onslaught of often useless and redundant information.
It doesn’t make sense to share content all the time like many automated marketing accounts on Twitter do. Instead you need to act mindfully.
- Choose very carefully.
- Select only a few items.
- Be wary of repetition.
Your task is not to show off how much content you have in your queue but how much you limited your list to only spread the word about the most valuable pieces.
Examples of proper curation
Daily or weekly curated digests are two common ways of actually useful curation. The widely read Search Engine Land (SearchCap) is a great example.
These kind of curated digests are not as popular though as they would deserve it. How do I know? When you get linked in such a high profile list you only get a few click-throughs.
Why? The reader can gain a quick overview but s/he still gets a bit overwhelmed with the sheer information overload.
You will rarely be able to read though all or most of the posts in a list.
Another common curated content type is the top list or best of list. “Top 10 this”, “Top 20 that” headlines are so common these days that most people do not even click them anymore.
The more items such a list has the tougher it is to come to terms with it. The time you save gaining the overview is lost when trying to click through and find out more about each item.
How to curate content the right way
A list that summarizes the most important information and only links out to the sources for additional information is the best type of curation.
Also you have to be a bit creative to rise above average and get noticed by your target audience.
Ideally you already craft a headline that shows how you deliver the additional value. Such content curation forms are:
- A combination of a monthly/weekly digest and a topical best of. For people who aren’t researching a topic every day like I do with search the time saving is enormous. One of my favorite web design publications – Speckyboy – excels at this.
- The weekly topical summary of articles offering unique insights and high value. A list of three items each week out of the hundreds of new posts is sufficient.
Again we’re saving lots of time and only get what matters. Noise reduction – just signal.
- The “Sites of the Week” digest is another excellent example of time saving curation. For people who love web design it’s the perfect inspirational source.
I can’t spend much time on researching new sites to get inspiration so I love such a short list of a few sites a week. Of course it also works as a daily:
Curation is not just sharing. It’s selecting
As you see content curation is more than mindlessly sharing links on Facebook and Twitter all the time.
Nobody can read them all so why drop links all the time? Less is more here. When timeliness, quality and overview converge curated content is best and most useful.
Why should you curate content in the first place you may also ask: you will get expert status by selecting the best resources.
You don’t have to write each outstanding piece yourself.
Showing that you know which one rocks may already suffice to get respect and recognition from industry peers.
Last updated: December 6th, 2017. Added example screenshot and link to excellent content curation examples. Updated and republished: December 6th, 2017. Clarified. Removed outdated examples, added new ones. Changed image to one that is “free to use”. Added “logic” paragraph.