Tag Archives: Content Curation

When to use curated content for content marketing?

Content marketing with content curation

Although I would suggest that you don’t base your entire content marketing on curated content, it is a nice way of keeping the channels of content smoothly flowing when you are not getting some great content writing and content publishing ideas.

Curated content, in case you don’t know what it is, is the content that you gather from other sources and then republish it on your own blog or website, or share it under your social media profile like Facebook or Twitter.

This blog post nicely explains how to differentiate between original content and curated content (of course curated content is also original, but not from your angle).

Curating content is like managing an art galleryOriginal image source

The author of the blog post says that the original content is like the original artwork, but when you curate content it is like creating an art gallery where you showcase all the pieces of art that you have been able to gather.

Is content curation like using someone else’s content?

In content curation, although you are using someone else’s content, you’re not using it as it is. You either use the link, or you use the link to explain something else.

Take for example this present blog post. I’m linking to another blog post that talks about how you can use content curation for content marketing for your start-up when you don’t have a budget to create high-value original content.

There is no doubt about the fact that you need quality content for meaningful content marketing.

If you are constantly publishing lousy content it is going to cause irreparable damage to not just your SEO, but also your brand.

You rather not publish content at all.

So, for businesses that cannot right now invest in good quality content, it is better to start with content curation because when you curate high-quality content in some ways you are also creating high-quality content for your own website or blog.

In fact, sometimes curated content can fare far better than the original content, provided you use the right topic.

Suppose I want to write a blog post on “Content Marketing Trends of 2018”. I have already written some blog posts on the topic, but I have linked to other sources. For example,

What if I don’t write my own, original blog post, but create a list of 40 blog posts that talk about the 2018 content marketing trends?

Will people like to read my thoughts on the topic or from 40 experts?

I don’t mean to undermine my views on the 2018 content marketing trends, but I’m pretty sure, given a choice, people would rather read those 40 content marketing experts.

After publishing the post, I can also send a quick email to these 40 individuals notifying them of my latest blog post and even if five among them share the link either on their blog or on twitter/facebook, it would be more beneficial for my blog than me writing my own thoughts on the topic.

Many people curate such blog posts specifically for this reason and this is a good content marketing tactic. You don’t just create lots of quality content you also get to network with other people to whom you link and whose content you appreciate enough to curate.

Is curated content better for your SEO?

For SEO you need high quality original content. You must be wondering if you are curating lots of content that is published elsewhere, isn’t it going to harm your SEO?

Even when you are curating content, in some sense, at least for the search engines, you are publishing original content. Remember that whenever you link to other sources, you must include your own outlook, your own opinion.

For example, even if I am linking to blog posts and articles that talk about the 2018 content marketing trends, I’m writing about these posts in my own language, in my own style and sometimes I even add my own points.

Even when you are curating content like this (creating individual blog posts) never fail to add value. If people want to just read the original content, they will go to the original link. You must give people some reason to stay on your website and read your take on the subject than going to the original link.

Google likes it when you link to authoritative websites and blogs. This Moz blog post by Rand Fishkin shows that linking to other websites and blogs actually does good to your website in terms of increasing its authority as well as improving its SEO.

The best way to curate content is to choose a theme and then gather as many links as you can find that give very valuable information about that theme.

Don’t create a random collection of links just because they talk about a particular subject or topic. Create a context. Weave a story around those links. They should become an integral part of the narrative that you are expressing in that particular web page or blog post.

Curating content can be cheaper than writing original content

Unless you are planning on creating a portal of curated content, curating content for content marketing is obviously cheaper than writing original content, because all you are doing is, linking to other sources.

But finding and keeping track of high-value content can be a time-consuming activity especially when your niche is very narrow. Maybe for your niche it might be very difficult to curate good content. You may have to hire a researcher that may charge you a lot.

If that is not the case, content curation is always a cheaper alternative to writing original content.

Why curated content shouldn’t be your long-term content marketing strategy

You can fill up the gaps with curated content but eventually, you need original content for your long-term content marketing strategy.

Just as you are linking to high-quality content from other websites, wouldn’t you like the others to link to your high-quality content?

If all you do is link to other authority websites and blogs, you never get to share your own expertise. You are always living in their shadow. People will be finding their links on your website and then they will be doing business with them because they are the original creators of that high-quality content.

Remember that if you want to get business on the Internet based on your authority, then original content is a must.

Use curated or aggregated content to improve your SEO

SEO with curated content

You need high-quality content to improve your SEO.

You need high-quality content on an ongoing basis to improve your SEO.

Sometimes it becomes difficult to come up with great content ideas.

Then, curated or aggregated content can come to your rescue.

Sometimes, even if the ideas are there, it is very difficult to write full-fledged blog posts and articles around those ideas.

Such situations can be stumbling blocks. They can stunt your content marketing efforts and they can even discourage you from publishing quality content on your website or blog.

How do you overcome such stumbling blocks?

By publishing curated or aggregated content.

I am not suggesting that you carry out your entire content marketing strategy on the strength of curated or aggregated content, but when it has become difficult to publish full blog posts, it is better to publish curated content rather than posting nothing.

When you stop posting for a long time, it begins to have a negative impact on your existing search engine rankings.

Even the search engine crawlers begin to visit your website less often when they observe that you are not publishing as regularly as you used to, a few months or a few weeks ago.

Yes, it is important to publish original content for long-term branding and even for better SEO, publishing aggregated content is far better than publishing no content at all.

What is curated or aggregated content?

Read Difference between content writing and content curation

We often complain that there is lots of junk content on the Internet. This is true.

But a great thing about the Internet is, there is also lots of great content.

There are many blogs, websites, and even social networking accounts, that are constantly publishing awesome content.

Since you might already be tracking scores of such websites and blogs, it might be easier for you to keep track of the various blog posts and articles they publish.

But your visitors and your social networking followers may not have access to a big repository of updates.

They will really appreciate if you can find excellent content on other sources and then mention them on your own website or blog with a little bit of your input.

There are two ways of curating and aggregating content from other sources: you either link to an individual blog post or article along with your view, or you can create a list of, something like, 10 best articles of the month on a particular subject.

How to find quality content to aggregate?

As I have written above, if you are routinely publishing content around your subject, you might be tracking many blogs, websites and social networking profiles to keep track of what the others are writing.

If you are not, you can track your favourite experts on Twitter, LinkedIn and Facebook.

You can use Flipboard, Medium, Pocket and Feedly to track your favourite subjects.

Even while doing day-to-day research you come across lots of valuable content that you may not use immediately, but sometime in the future. You can create a repository of such links using the notetaking app like Google Keep, Evernote or OneNote (both Evernote and OneNote have web clipper add-ons that allow you to save information immediately).

Then, later on, you can come back to the links that you have saved, and then use them to create curated or aggregated content.

How curated or aggregated content helps you improve your SEO

A big part of SEO is publishing high-quality content regularly.

Regularity is very important because search engines, especially Google, are constantly looking for new content to index and rank.

Your competitors are constantly pumping new content into the search engine indexes to stay ahead of you.

So, it is very essential for your SEO that you publish content regularly.

But constantly coming up with new content writing ideas can be a Herculean task.

You may require a dedicated person just to come up with great content writing ideas.

If you don’t have a dedicated person, the second-best thing is to curate or aggregate the best content from the web.

Curating content not only helps you publish content regularly, it also gives you new content writing ideas.

When you are constantly curating or aggregating content on a specific topic, you become a repository of knowledge about the topic.

Google begins to consider you as the go-to destination for the subject.

For example, if I start aggregating lots of content on content writing and content marketing, Google begins to think that I am managing some sort of an online directory or forum with lots of information on content writing and content marketing, and hence, starts giving me preference over other websites.

Can you completely depend on curated or aggregated content for SEO and marketing?

Read Can you use content curation as a viable content marketing tool?

It depends.

If you want to create your own brand, you need to publish original content. You need to come up with  original thoughts and ideas.

Sure, you can curate lots of focused content, but then you will be known as a curator or an aggregator rather than a thought leader.

Ideally, people should be curating your content.

So, what I suggest is, use curation and aggregation as a break from your routine publishing original content.

When you feel stuck, but you still want to publish content, resort to curating and aggregating.

Otherwise, there is nothing like publishing original content.

Can you use content curation as a viable content marketing tool?

curation for content marketingIn my previous blog post, 10 ways to write highly engaging content, I briefly touched upon the topic of content curation – collecting useful information from all over the Internet and compiling it into a single link.

Can content curation become a viable content marketing tool for your business? Or will you be sending traffic to your competitors?

Many content marketers believe that if you curate lots of content you are mostly sending traffic away from your website rather than drawing traffic to your own website by creating high-quality genuine content.

Although the importance of high-quality genuine content can never be understated, there are some instances when you can use content curation to boost your content marketing. For example, you can use content curation when

  • You don’t have enough time to create your own, high-quality, genuine content
  • Someone else has explained better what you have always wanted to explain to your visitors
  • You want to present as many viewpoints as possible pertaining to a topic or subject
  • You want to create a repository of opinions for solutions pertaining to a particular topic
  • You want to introduce authority into a topic

See for example this Content Marketing Institute blog post – What does engaging content mean?. As you can see, instead of presenting her own views on what is engaging content through the entire blog post, the author has collected opinions of various content marketing and content writing experts on what engaging content means.

This blog post titled How to add value with content curation rightly says that there is a huge quantity of content on the Internet with limited shelf life. By the time people find useful information it is outdated or they no longer need it.

Since you must be in the thick of your subject matter, you may have access to many resources that your visitors may not have. So, there is a greater chance of you coming across great, useful information. Instead of simply consuming that bit of information, you can mention it on your website along with the original link, the way I’m doing with this blog post on content curation.

This further explains that content curation doesn’t just mean collecting lots of links and creating a big list of useful links. You can also use just one link and then quickly create a small blog post with your own input, again, the way I’m doing with this particular blog post on content curation. In fact, I often do that. When I cannot come up with a good idea for a blog post, I simply search on the web for some ideas, and when I find an interesting link, I write a few words about that link and sometimes, it turns into a complete blog post.

Another benefit of linking to outside links is it is appreciated by the original publishers. If they like your response, they promote your link among their own followers. This helps your content marketing.

Should you create content or curate content

The fundamental strength of your online marketing and promotion heavily relies upon the quality of your content, whether it is on your blog, your website or your social media profile. Generating quality content can be a bit difficult if you don’t have sufficient budget and resources. Mindlessly publishing at low cost doesn’t do any good. It may, by hook or by crook, increase your search engine rankings for particular keywords and expressions, beyond that nothing much can be achieved, because eventually it is the quality that converts visitors into paying customers and clients.

Quality content can be generated using two methods

  • Creating new
  • Curating existing from other sources

The basic idea is providing quality information to your visitors. When they come to your website they must go back enriched and informed. So before deciding whether you want to create or curate you need to decide

Why you need quality content on your website?

The content on your website solves the following purposes

  • Informs and educates your visitors
  • Helps them make better purchasing decisions
  • Conveys to your visitors that you have authority over your subject
  • Encourages your visitors to come back to your website for updates and more information
  • Engages your visitors and creates opportunities for interactive experiences
  • Increases your search engine rankings
  • Helps you maintain a vibrant presence over your social media and social networking profiles
  • Encourages other website and blog publishers to link to your website resulting in more diverse traffic
  • Helps your present and prospective customers and clients look beyond the corporate wall and experience the human side of your business

All these objectives can be achieved either by creating new or curating existing content.

Why create new content?

For the obvious reason that if everybody started curating we won’t have anything original to link to. Other than this, creating your own content generates more trust and a sense of authority. It gives you an opportunity to share your knowledge. It also makes your website a unique source of valuable information. It increases the intellectual value of your online presence. If you just curate you are simply referring to external sources with your own comments in the and perhaps. You are always sending traffic to other websites and there are very few websites that send traffic to your website.

Why curate existing content?

Content curated from external sources introduces variety and some different perspective. When you need to provide value to your visitors you shouldn’t discriminate against other publishers. Since your primary concern is providing good information, and if that information already exists and it exists in a better manner than what you can produce, then there is no harm in linking to it with your own opinion. Content creation also helps you when you want to present in-depth information from different sources. For instance, on a single page you want to compile the best content writing tutorials from different websites. Along with your own opinion, you can also introduce opinions from other content writers of repute.

Creating the perfect balance between original and curated content

So you can create a good balance between original and curated content. I would prefer a ratio of 60:40 – 60% original and 40% curated.

Of course you can use any ratio and even in the reverse order (40:60) – it depends on your audience, the familiarity that you enjoy with your audience, and your true intentions. If you curate simply to increase your search engine rankings, people can easily see through it. But if you really want to provide valuable, high-quality content without bothering whether that content comes from your own website or from other websites (just make sure you are not plagiarising and simply linking with your own comments), this can be a good strategy.

Difference between content writing and content curation

There are basically 2 ways you can generate quality content for your website or blog:

  • Content writing/generating fresh content
  • Curating quality content from other reliable sources

The benefits of creating new content

By constantly creating new content and publishing it on your website or blog you establish your authority on the subject. You get to share your own knowledge, your own experience and your own expertise. Writing and publishing your own content is a very good way of building online intellectual wealth that not only helps your visitors but also helps you.

It also makes you an independent knowledge resource. When you’re generating your own content you don’t need to depend on external links, and to be frank, external links cannot always be relied upon. I remember when there was a big earthquake in Japan a very prominent website published an info-graphic comprehensively explaining how to survive an earthquake. I had linked to that info-graphic from one of my blog posts. Recently when there was a big earthquake in north-eastern India I wanted to share the same link. But when I visited it, it directed me to another, irrelevant (full of affiliate links) URL. The original info-graphic has been removed. Had I had the same info-graphic on my own website at least it would have been still there.

Obviously, the search engines are constantly looking for original content to index and rank and the more original content you publish the more advantage you get in this arena.

Original content writing is also a showcase of your communication skill. You are not simply providing information to your visitors just to gain traffic; you are actually putting in effort to create quality content.

The benefits of content curation or curating quality content

The biggest benefit of content curation is you can share high-quality content with your visitors without having to create it. Normally what people do is, create a quick synopsis of the original link, publish it as a paragraph and in the end append the original link.

Does it help your search engine rankings? Surely it does, provided you stick to the core theme. Suppose I decide to create a blog post solely having quality links on content writing. If there are 10 links in my blog post it means I’m going to write 10-12 paragraphs on the topic of content writing in order to briefly explain every link. So targeted content plus high-quality outgoing links (and in the form of trackbacks you may also get some juicy incoming links) can do wonders to your search engine rankings.

Content curation is a great way to create link bait opportunities because often it is difficult to get high-value content at a single place. If all the 10 links on content writing I’m linking to have great value people are going to link to my blog post as a valuable resource and they are also going to share it using their social media profiles.

What is good, content writing or content curation?

Both are important, I would say. There can be no content curation without original content so somebody has to write and publish original content and only then it can be curated.

The Internet can be chaotic as well as intimidating with millions of webpages and blog posts vying for your attention at a particular instance. So if you can find a single webpage or a blog post that has lots of links collected from different reliable sources it can help you tremendously.

Does content curation help your business?

Whether content curation helps your business or not depends on your business model. There are lots of blogs that simply publish lists gathered from various other blogs and websites (for instance, a web design blog curating web design links from scores of blogs and websites, just dealing with designing the top navigation bar).

As a personal advise I would recommend a 70-30 ratio. If you publish 10 webpages or blog posts every month and you also want to curate content, you should try posting 7 original posts and 3 collected links.contact