Understanding Content Curation

Content Curation is becoming ubiquitous.  Unfortunatly  it is also becoming monotonous within certain media.  Informational content is picked up by someone who wants to promote their website and then using software, sending it out via selected social media.  In those media, audiences are seeing the same information over and over, unless the meduim or group is well moderated.

Generally, Content Curation (CC) is the act of discovering, gathering, and presenting digital content that surrounds specific subject matter. It is a form of media curation and is a trend toward integrating media content.

Because a number of gurus have said that audiences are attracted to “content” (information they want to know about), rather than just stuff about what the author (of their firm) is doing and that it imporoves Search Engine Optimization (SEO), CC  has now becoming the staple for many posters to Social media.

Curata’s 2012 Content Curation Adoption Survey of more than 400 marketers found that the vast majority are utilising content curation as a key component of their content marketing strategy. Ninety-five percent of respondents said they have curated content in the past six months

Unlike content marketing, content curation does usually include generating any original content, but instead, collecting content (via sotware often) from a variety of external sources, and delivering it under the name/banner of the poster. A content curator just looks for and collects relevant content pertaining to a specific category and makes this information to readers – often in a mash-up style.

Content marketing” is a term that describes the process of creating and sharing relevant brand information in hopes of engaging current consumers and attracting new ones. Also referred to as branded content and custom publishing, in the internet age, content marketing is the act of relaying this valuable information, Content marketers believe that sharing specialized content leads to a better informed consumer, and a better informed consumer yields more profitable results.

Mashup refers to a digital media file containing any or all of text, graphics, audio, video, and animation, which recombines and modifies existing digital works to create a derivative work

Content curation can take the form of an RSS feed, links posted on blogs, social media feeds, or an online news Mashup. It can include video, articles, pictures, music, songs, or any piece of online digital content that can be shared can be curated.

Anyone who is involved with Social Media (such as a Facebook feed or a Twitter stream or Linked In group has seen content curation. Many of us have been participating in content curation for years (MAANZ does it with their Newsletter for example)  it. first hand.

There is a lot of information on the internet. To be successful with content curation in a business setting, it is important to display only the best, most relevant content possible. Most readers are turning to content curation to help them sift through the information overload, and are only looking for the top pieces of content surrounding subjects which are important to them, and will side step additional, erroneous information.

For many firms, CC is simply about driving Search Engine Optimization (SEO). A company that links multiple pieces of content about a specific subject increases its exposure when that topic is searched. Many use CC tools that help find, organize and share content online to ensure that their site is constantly delivering updated, highly topical, keyword-rich content, making it a natural winner in the battle of Search Engine Optimization.” Sites that use content curation usually update rather frequently, and search engines tend to reward these up-to-date sites by indexing them more often. In addition CC for your chosen topic will automatically include the most popular search terms within your websites area of interest

However simply relying only on CC instead of mixing with original content (ie “Content marketing”)  is not good policy Forbes.com recommends mixing original content with curated content to have the most success when using CC to drive SEO.
Good CC is about differentiation.  If competitors are sourcing and distributing the same content then the idea becomes very weak.

Mind you much of CC is done primarily to attract visitors to a website to improve SEO overall and is not as much about servicing a target market.