Benefits Of Content Curation

Often described as a ‘short cut’ to creating impactful content, content curation is an integral component of every marketer’s overall content strategy. But despite its relevance, not all marketing and PR firms truly understand what content curation encompasses and how it can complement content creation, promotion initiatives.

In simple words, content curation focuses upon identifying the most effective, useful bits of web content and then presenting them in an organised manner.

One of the major benefits of content curation is the appeal it brings to the target market. Sharing premium content helps a brand to build trust and display commitment to its audience. For practical purposes, content curation is considered as an inexpensive and handy

This is one of the reasons when curated content is added to the overall content marketing mix, it becomes easy for a brand to project itself as a top-notch thought leader apart from offering an insight into the industry happenings.

Why identify your online consumers for content curation

Today, the Internet is flooded with content. Eyeing content curation without a purpose won’t bring any results. Every PR practitioner should be clear about the topics they want to cover and usage of distribution channels. In fact, mastering the art of content repurposing is absolutely necessary for every PR professional.

It is possible for PR companies to learn the nitty grity of content curation by forging ties with the key industry influencers. Furthermore, part of value addition through means of content curation is dependent on selecting an appropriate image and title that has the ability to inculcate new perspective to the original piece that is being curated or to strengthen the position of social channels such as YouTube, Instagram, Facebook, Twitter, Soundcloud, Snapchat,

What are the topics and content formats that consumers will relate to and find worth reading/sharing? Marketing experts are of the opinion that content should encompass industry trends and statistics, tips, videos, how-tos, etc.

Determining the source of information assumes relevance. For instance, a BBC write up can generate more buzz in comparison to a random blog post.

• Use of distribution channels

Many prefer to use the social channels only for content curation. Always remember that content curation aims to bring greater meaning to any content.

PR agency owners’ argue that since the aim is to share robust content with the readers, content curation should occur across all the disbursement mediums such as social media, email subscriptions, owned media except for the paid mediums.

• Republish content

When planning to publish other content on your own media websites, do take permission to avoid plagiarism and content duplication penalties from key search engines.

PR honchos suggest the following measures to avoid penalty –

 Blocking of duplicate page with the addition of a non-index meta tag

 Creation of a link to the original