What is content curation and its phases?
Content curation is a process to filter and personalize the most relevant information and, subsequently, provide our audience with content of interest. Curating content can be an action in itself or be part of a great online marketing strategy.
It is common for companies to distribute curated content interspersed with branded content or proprietary content. In the field of digital marketing, the figure of the content curator or content curator or the community manager among others usually uses it. In this article we explain everything you need to know about it.
Ways to do content curation
There are five different ways to curate content. They are all equally valid, but depending on our requirements and objectives, it will be better to use one or the other. Let’s see them:
- Chronology: It is about obtaining information on a specific topic in a historical way. That is, we must show the evolution over time of the subject we are dealing with.
- Aggregation: In this case we will focus on the same location and we will look for the most relevant information in a specific place or area on a specific topic.
- Mix: We will integrate different content that we have already curated in order to offer a new point of view. Add value or new data as much as possible.
- Elevation: It is done by analyzing small pieces of information that is shared, to identify trends and transmit them to our readers.
- Distillation: It consists of simplifying the information as much as possible and offering only the ideas that are most relevant.
How to curate quality content
Sharing content in a free context, format or version is very common. Therefore, there are a series of stages that are repeated in any content curation process:
This first phase consists of identifying the needs of our audience. It can only be carried out if we have a very well defined target audience, client or ideal reader. We must be very clear about our objectives. We have to find the point where what we can offer -because it is part of our field- meets what the reader is looking for.
Now is the time to search or browse the Internet and select the information that may be valuable to our users. Taking into account that it is in line with the needs that we have discovered that they have. For this, most content curators use a curation tool. A good idea is to create alerts to receive information by email.
Filter that information and organize it
Any Internet user knows that not all the information that can be found is useful. We must filter it so that it is current, true and valid in the context of the sector we are targeting. Later, it will have to be organized to make it easier to work with it.
Develop our own content
Once the information we want to transmit has been selected, we must restructure it and give it its own shape and personality. The information will already be given within a specific topic, but our way of expressing it must be genuine. You have to take SEO into account, and choose your keywords well to achieve or improve positioning.
Share it and spread it
In order for different Internet users and our own audience to access the content, we must share it. It can be spread through blogs, websites, news aggregators or social networks.
There are a variety of content curation tools for each part of the process. You just have to try and choose the most appropriate according to our interests. An RSS reader or a news aggregator is very useful to start with, it will be part of our content marketing strategies.
Measure the results
By observing the results that we obtain with each type of content, we will be able to know which is the one that most interests our audience. Also the one that offers us the most interaction or which places are the best to share it. All data that contributes to improving our strategy will be considered.
Many competitive intelligence tools collect data on these types of actions by others. The traffic that competitors receive with their publications among many other things.
Benefits of content curation
You already know the ways to do content curation and the steps to put it into practice with a guarantee of success. But what are the benefits of using this technique?
Provides vision and broadens our perception of the environment
Facilitates the process of finding beneficial ideas for the activity itself when creating content. This happens even at the time of writing them, and on top of that it gives rise to new ones.
Improve visibility and reputation
Increase the recognition and differentiation of our business, brand or company, increasing visits to the web and the number of followers on social networks.
Bring it all together in one place
It helps us to reduce the excess of infoxicated information by allowing it to be condensed in the same article or chronology of publications on the same subject. Users will appreciate not having to search so much, they can have everything in one place.
Improve SEO positioning
It allows you to generate content periodically by choosing the keywords well to achieve a good positioning thanks to SEO or trying to improve it by updating content. Especially in the case of a blog or news section related to the company.
Provide critical insight
Content curation is essential to offer a critical view of the information we share. Apart from positioning on the Internet, it offers us the possibility to provide valuable information with a new image. What more could you want?
News, events and happenings happen on a daily basis, and you can always offer different and personalized points of view of each of them. Studying, analyzing and looking at them from another point of view is the breeding ground for creating new and valuable curated content.
If you think you have nothing to contribute, begin to value the news, opinions and points of view of others. You will immediately begin to configure your own, or the one that is linked to the interests of the company. You will notice other aspects that have been overlooked or you will simply establish new relationships in an almost unconscious way. You already have it! Write, structure, publish and disseminate. There will always be someone on the other side who might find it interesting if the post is good. It all depends on dedication and effort.