When you think about the internet as a platform for communication, advertising or raising awareness, it’s very easy to get carried away or be swayed by concepts like going viral on social media, creating the most visually attractive infographics or generating attention-grabbing click bait.  After all, mastering these methods seem fairly effective in terms of luring substantial viewership for your online presence.  However, these mainstream approaches to gain an online audience often neglect the single most powerful tool for attracting internet traffic: content, and by extension, content curation.

Indeed, Content Curation


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Content curation is nothing new to the world of business and marketing. In fact, all traditional forms of media engage in this process to a certain degree. In general, content curation involves filtering the most relevant, interesting and engaging pieces of information before incorporating them into various materials used for advertising. As marketing expert Heidi Cohen suggests, a good content curator is similar to an editor who ensures that the content of a publication is as relevant and as attractive to her target audience as possible.

Of course, in today’s data-driven world, content curation and content marketing have evolved and took on new challenges.  Hootsuite, a reputable social media management site offers that “in simple terms, the process of content curation is the act of sorting through large amounts of content on the web and presenting the best posts in a meaningful and organized way. The process can include sifting, sorting, arranging, and placing found content into specific themes, and then publishing that information. In other words, content curation is very different from content marketing. Content curation doesn’t include creating new content; it’s the act of discovering, compiling, and sharing existing content with your online followers.”

Content Is Stronger With Intelligent Arrangement

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It is important to know the difference between curation and marketing because while generating fresh ideas and materials always makes for a good content strategy, the lack of  curation or meaningful arrangement of these materials will make your content as good as invisible to your audience.

Creating a content marketing strategy with the proper content curation tools like Search Engine Optimization will ensure that you win that war over clicks on Google. Curation involves not just making sure that your website contains the freshest content, but that this content is also arranged in such a way that your audience will most likely spend more time, more clicks, and more confidence on your brand. Aside from infusing the vocabulary of your content with SEO concepts, there are also a lot of guides to content marketing  that you can refer to in order to ensure a functional, well-curated online presence.

Curating Content = Curating Trust

Another important thing to know is that curating content well can translate to developing trust between your brand and your target audience. Producing original content is not the only concern that you should have as a brand owner when you start dipping your toes in online marketing.

A more holistic content curation strategy involves incorporating content by your competitors and the luminaries in your industry. 85% of the respondents to Curata’s 2012 Content Curation Adoption Survey agreed that establishing this kind of thought leadership was one of the goals that they had for their company’s content marketing production. Why is it important to engage data from other reliable sites and brands aside from your own? Audiences like brands who know what they’re talking about. Developing your brand as a go-to resource for your industry garners loyalty among audiences and makes them more likely to invest in your product or service.

Content Curation Expands The Clout Of Your Audience

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Remember that content curation also expands your brand’s clout by way of engaging other websites. The more reliable and trustworthy you make your blog entries and site content, the more likely other sites will source you out as a hyperlink or a landing page. Thus, getting your brand in the radar of readers you didn’t even originally think of reaching. In fact, there are lots of online blogs out there that offers functional and technical insight about using the correct structures for content curation and staying away from ineffective SEO outreach strategies.

The Social Media Effect

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“By broadening your information offering, you present your key target market additional entryways to your core content and products,” Cohen declares. We live in a social world, and these days, creating a buzz in social media is one of the quickest, most visible, and most effective ways to funnel attention into your brand. Remember that viral posts don’t come from a void. At the end of the day, it’s still content that decides whether or not a status, a link, a video, or an image can become viral. Increase your chances to be shared, liked, and spread across social media sites by engaging in SEO-equipped writing. 79% of marketers agree that social media avenues, more than traditional websites and blogs, are the preferred platform when it comes to sourcing content to share. Take advantage!

Content Empowers Brands

It goes without saying that content builds brands. The proper curation, which involves intelligent design and a well-thought arrangement, will increase the specificity of your brand, and turn  it in a 360 degree manner. Good curation means tailoring your content, original or otherwise, so that it becomes absolutely necessary for your audience to read. Thus, curation makes a brand not just visible and well-defined, but also essential — something indispensable to the daily lives of your audiences.

Variety Is Next To Approach-ability

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Surveys suggest that the contemporary market tends to be turned off by brands that exhibit a “me, me, me” kind of attitude.

This means that aside from leveraging the audiences from other sites, engaging other sources to enrich your content makes your brand less solipsistic. It allows you to involve the best content from other sources (shaving time off of content generation) while making your content more attractive, valuable, and approachable to your audiences. At the end of the day, you want your site to be the best match for your target market, the one link that they’ll most likely click when they have queries, clarifications or purchases. More than anything else, content curation helps you achieve a more engaging level of relationship with your audience.