curation

One of the tactics in the Content Marketer’s arsenal is called “curation”, where you find and republish quality content in a newly “packaged” way.  It should be value added for your readership.  You add value at least three ways — you assemble a package that would be hard to find or gather elsewhere; you contribute some editing and related content yourself; and the UI of the “package” facilitates readership (on different devices and through smart layouts that leverage content in a streamlined fashion) and social sharing.

Online Marketing Tactic: Curating a Publication

Remember that curation is a content strategy, while tools are tactics in search of a strategy.

Remember that curation is a content strategy, while tools are tactics in search of a strategy.

One of the tactics in the Content Marketer’s arsenal is called “curation”, where you find and republish quality content in a newly “packaged” way.  The idea is that you add value at least three ways — you assemble a package that would be hard to find or gather elsewhere; you contribute some editing and related content yourself; and the UI of the “package” facilitates readership (on different devices and through smart layouts that leverage content in a streamlined fashion) and social sharing.

We’ve tried four of the major services for curation over the past 3-5 years, so I wanted to give you some take-aways about each — Flipboard, Paper.li, Rebel Mouse, and Scoop.it.  I’ll give you a sample of what we have used them for and thoughts on results but first the most important thing I can tell you is that these tools are tactics… in search of a strategy.  What do I mean by that?  Well, too many content marketer’s seem to rush into the latest greatest tool and deploy it as a tactic with no clear publishing strategy (niche, readership, purpose of publication, editorial guidelines, etc.) in hand.  Planning is in order.  And, remember the old adage — if you fail to plan, you plan to fail.  Curating a good publication takes time and consistent effort, so you need to have a clear picture of the end goal and how it will pay off for you.  Remember that curation is a content marketing tactic, not a publishing strategy. (more…)