Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Creating a Content Machine: Tools, Models and Tips
Posted on April 12th 2013
Curating content is an important activity and central to those brands who are looking to give their audience something useful.
By spending time to find, filter and enhance content – which is shared across social media – you’re building interest and value in your brand. But what is the value for your business? Content curation gives your visitors reasons to re-visit, refer and interact.
What is content curation?
The definition of content curation: the publisher researches and gathers the best content on a niche topic that is aimed at a certain audience. The content is relevant for their business, and they can add comment and opinion; and so, enhance it.
Curation isn’t about repeating information; it’s about re-interpreting, re-telling or re-shaping earlier stories. The personalisation makes the content valuable and compelling. If done well, content curation makes the content feel new and unique, instead of just a rehashed article.
Of course, content curation cannot exist alone; you need a presence across the relevant social networks and industry events whilst still generating original content.
Why do we need it?
Curation can play a central role when creating awareness and credibility for your brand. The amount of content curation you partake in depends on your strategy.
Clever content curation can help you:
- Improve website engagement
- Become a crucial part of lead nurturing and conversion, through email and social marketing
- Become a ‘go-to’ resource for a particular niche
- Develop your brand as a credible source of information
- Become known by influencers in your sector
- Grow traffic and search engine visibility
This model focuses on exploring what’s out there, making sense of the material and circulating to your social networks. It was created by Beth Kanter. She came up with The Three S’s of Content Curation:
- Seek. Keep up to date with news from your field
- Sense. Make sense of the information
- Share. Exchange resources with those around you through suitable mediums
Top 5 Content Curation Tips
Use video and images
Since the launch of photo sharing sites like Pinterest, the curation of images and videos has become a popular pastime. Use your own images and repin or repost other user’s images. Add video content where relevant to keep people interested.
Create online magazines
Sites like Storify and Scoop.it are two of the main tools currently being used to create a free online magazine. For this type of curation your content needs to be really useful and relevant. If done well, your magazine could be the one stop shop for all the best content relating to your industry.
A blog can be curated in various ways. One of the most common ways is to curate content and then add additional commentary or expert analysis throughout the day. Therefore you’re adding value to the original content with each post.
It may not seem the obvious medium for content curation, but e-newsletters work as well as online magazines, and it will be directly received by an intended database.
To gather information and organise your content you need somewhere to manage it. Here are some popular tools for content curation:
- Google Alerts – Set up Google Alerts for a specific keyword relating to your business.
- Delicious – Bookmarking site Delicious allows you to search what other users have published.
- Pinterest – Build content around images and videos. You’ll also see vibrant and educational infographics on this site.
Your curated content needs to be high quality and reliable. Take time out to check your sources and their sources. Make sure the content accurately reflects your brand and its values. Do all this and content curation can help take your business to new heights.