Content curation is now part of companies' inbound strategies.
Marketers use it to feed the editorial line of their social networks or their blog, without having to create their content entirely. However, content curation can also help you create unique articles to enrich your content and SEO strategy.
What is content curation?
Curation consists of collecting a set of relevant content (blog article, videos, photos, etc.) related to a given subject, then editing it and sharing it on your blog and/or your social networks. The goal is to bring a strong added value compared to the initial content.
How to integrate it into your content strategy?
This method is used in web marketing to feed a content strategy without having to create new content from A to Z. This can represent a considerable saving of time: first in the search for relevant subjects, but also in the collection of documentation reliable. Once the various information has been collected, you will need to write an article while contributing your expertise and giving your point of view on the subject.
We advise you not to share the selected content as is on your website. This is called duplicate content. A harmful practice for your natural referencing.
If you publish and share content adapted to your target, it is possible to make your company gain notoriety and position yourself as an “influencer” in your field.
Content curation is not everything. It will have to be combined with unique web content writing to implement a good inbound strategy. The goal is to interest your prospects, but also to work on your SEO.
The downside of curating is that these are topics that have already been covered many times. It is therefore not easy to distinguish yourself from competitors with search engines. However, curation can also help you improve your own content.
How to use curation tools to enrich your own blog posts?
It is not easy to create original content. Web writing requires time and expert knowledge of the subject, but also of the expectations of your “audience”.
Do technical watch
Monitoring and curation are two different things: the first allows you to search for information on what interests you, the second to select information on what interests your future customers. However, curation tools can also help you keep up to date with the latest trends or practices. They will thus enrich your knowledge, and allow you to follow developments in your field.
Identify interesting and under-discussed topics
Curation tools will allow you to identify relevant topics for your clientele. The idea is to start from these topics to create unique content. The challenge is to find a specific topic that has been little covered, but which remains popular with Internet users. You can approach a seemingly common subject, either by extrapolating, or by treating it from a yet unexplored point of view.
For example, let's say you are an interior designer. You know that “Scandinavian decoration” is a subject of great interest to your target, but there are already many articles on “creating Scandinavian decoration” (nearly 10,000,000 results according to Google). You will therefore have to find a different axis to deal with.
Our advice is to brainstorm around the subject:
- colors,
- shapes,
- other types of decoration,
- space, etc.
So why not deal with an incongruous mixture of styles? For example, “Scandinavian and ethnic” or “Scandinavian and Baroque” are little covered and original subjects that can be acclaimed.
What are the best content curation tools?
There are indeed many curation tools that are more or less complete and more or less easy to learn.
Here you will find a selection of 4 platforms to enrich your content:
- Feedly: intuitive, it allows you to subscribe to the RSS feeds of the most relevant blogs in your field. It even tells you the popularity levels of content on social networks.
- Scoop it: more complex, but also more complete, it allows you to record the type of content you wish to receive, and to share this content directly on social networks.
- Pinterest: This is basically a social network. Completely free, Pinterest presents content in the form of “pins”, which you can organize in thematic tables. It is suitable for the great beginner, but limited. It is especially interesting to get inspired or do a bit of monitoring.
- Paper.li: it allows you to find the most relevant content for your customers on a given theme and share it on your social networks. But to take full advantage of these features, you will have to take the subscription at $9/month, the free version being very limited.
