Content curation is valuable for so many reasons. On one hand it makes it easier to gather and share valuable content and on the other you can get noticed by the companies you are sharing articles from which ads to your web presence and credibility. It also saves time and resources when done properly. Lots of brands, in every size, are taking advantage of this newer way to create and share content.
Check out these 4 tips that you can take from brand success stories:
Tip: Curation can add credibility to your corporation’s perspective on an issue by demonstrating that others who have no vested interest in your company still share your views. With curation, you are not republishing the content; rather, you’re providing additional sources and commentary on why these other publishers are in agreement with your position.
Rather than creating all its own original content espousing its objections to the bailout, FedEx systematically curated news content from prestigious media publications like The Washington Times and The National Review that agreed with its perspective, which ultimately added more credibility to its position.
Tip: Curation responsibilities do not have to solely fall on your content or marketing teams. In fact, crowdsourcing curation can make content marketing more inclusive, participatory, and yield better, more interesting products.
Intel’s process scours myriad social channels, delivering the content it discovers to the attention of the site’s editorial staff, which collectively decides what should be featured on the site. The whole process surfaces up content through several layers of filtering — based on freshness, relevancy, shares, clicks, employee interaction, and uniqueness — in order to present content that is grabbing attention across the social web. Lastly, it’s presented in a colorful, mesmerizing touch-optimized interface that allows readers to quickly browse content by category, or view a river of upcoming content.
Tip: You don’t have to limit curation to just text content. If your audience responds to other forms of media such as images, videos or audio, consider curating that as well.
The Color Association of the United States caters to anyone interested in color, such as colorists, designers, marketers, and product developers who are interfacing with color, as well as other individuals who want to stay current on technology, news, and their competition as it relates to color.
Tip: There is an opportunity for curation for every imaginable topic — even a somewhat obscure interest like enthusiasts of wine made in Oregon. If there’s no single, authoritative destination for your market, it may be a topic that’s ripe for curation (pun intended).
Some sites just need to be savored. The Oregon Wine Board was looking for a way to regularly engage with local wineries and industry professionals through content. By curating content focused on the local wine scene, the Oregon Wine Board was able to build a robust daily newsletter for its members that features articles on everything from tasting events to the region’s wine growing history.
Do you know of any great examples of content curation done by large brands that the rest of us should take a look at?