Curated content: how to guide

What is curated content?

Curated content is a cornerstone of most social media marketing strategies. But what is it, and how is it beneficial? To understand this, let’s go back to its origins.

Curation was first used to preserve meats back in ancient times and is still used today.

Only kidding.

Curation is, in simple terms, a way of selecting somebody else’s work for presentation to a new audience.

This can be anything from a museum curator selecting paintings to a selection of songs curated for a radio show by a disc jockey. In terms of social media marketing, it’s where an organisation shares relevant content from within their industry to their audience.

Why use it?

Why is curated content so important within marketing strategies? Isn’t it just a glorified retweet? One of the key reasons for using it is interaction with influencers or authorities within a specific field. By sharing their content and letting them know you’ve shared it, you open dialogue with those you want to connect with.

The other huge benefit is thought leadership.

Now you’ve presented somebody else’s great content to your own audience, you will be seen as a provider of awesome content. Being known as an expert in a specific field is worth its weight in gold.

Plus, if somebody has written a better piece of content than you could, it saves you saturating the web with your own ramblings on the same topic.

What are the benefits?

It’s simple to do, it helps you gain approval AND build relationships within your communities. No, I’m not on about sorting your recycling properly, I’m referring to the many merits of curated content.

But much like sorting your recyclables, there are ways you can make the curated content process simpler for yourself.

One way is following relevant news sources on a feed-based platform, like Feedly. Once a week you can take a look at these collections and share the best stuff on social media.

When it comes to sharing these articles, it’s good practice to copy the title of the article into the post, followed by the name of the news source and the author of the post.

If there’s a suitable image in the article then it’s worth adding that to the post too. If there isn’t then it’s worth sourcing a suitable image or GIF yourself, as imagery helps improve engagement.

If you don’t want to do it yourself, or you don’t have the time to, there are plenty of online tools that can help do it for you. Just google ‘Curated Content’ and you’ll see all their ads.

Is it effective?

If all this seems a little time consuming, and you’re wondering whether it’s worthwhile, let me hit you with some TRUTH. It takes a lot longer to create your own content than it does to curate other peoples. By mixing your own content in with industry expert’s content, you get to raise the awareness and profile of both parties.

Does it work? Yes. Not in a way you can typically measure like an ad campaign, but it works incredibly well for brand awareness, which is worth the effort a thousand times over.

How does curated content work for your brand? Have you found a much better article on this topic already and wish that I’d just shared that instead? Let me know, get in touch with me on Twitter or LinkedIn.

Contact Us Blog Banner

More from us

Digital and data
We recently launched a new podcast series – Modern Perspectives – where we share insights from B2B leaders and explore how they deal with transformation, change and technology in...
Is direct mail dead?
It’s widely assumed nowadays that direct mail (DM) is dead in the water. A waste of time. A redundant marketing technique not worth investing in. But, what would you say if I...
Modern Perspectives podcast: Digital & data
In the fourth episode of our podcast series, our Client Partner Lewis Webb welcomes Jon Clarke, CPO at Cyance, Dr Jillian Ney, founder of the Social Intelligence Lab and Joe...
Personalised Marketing
A New Era Of Personalised Marketing
A while ago a discussion was raised at a DMA Council meeting on where marketing was going. As usual, everyone had a different opinion, but essentially we were all agreed that...
It’s time to rethink your B2B digital advertising strategy
“Everyone knows that B2B digital advertising is a easy, a doddle, a piece of cake” – said no one ever. Road-mapping digital advertising strategies and selecting which platforms...