Content curation is a practice that improves your traffic by integrating content that is relevant to your community. It allows you to gather information and concentrate it into high-quality content. But what exactly is content curation? Does it replace content marketing? What are its key features? Let's take a closer look at content curation.
Content curation: what is it?
Content curation is a system that involves collecting information on a subject or theme from third-party websites , then reworking it to share with one's own audience . Sharing can take place across various communication channels : websites, social media, email, etc.
Content curation focuses on monitoring and sharing high-quality content . The most concrete example of content curation is the White Paper . However, there are several forms of curation: aggregation , which gathers multiple sources in one place ; distillation which simplifies content ; elevation , which analyzes multiple pieces of content to create a synthesis ; and mashup which blends original content with curated content .
The steps to follow in content curation:
- Initially, the most important thing is to carefully select the sourcing . The goal is to find the most captivating content.
- Next, identify the information that deserves to be shared. This is called filtering.
- Rewriting is an essential step for greater originality and readability. The content must be tailored to your audience . In any marketing approach, you must consider the target audience's expectations.
- Finally, the key difference between simple monitoring and content curation is sharing . It can be distributed across various channels, tailored to the target audience .
What are the prerogatives of content curation?
Becoming the go-to source : Internet users are sometimes overwhelmed by the amount of information they encounter during their searches. By regularly sharing content that satisfies your audience, you become a trusted source. Your audience saves time .
Building relationships : By increasing the visibility of the external content you've selected, you foster a sense of accountability in the content creator. This opens up new opportunities for you, both for sharing your own content and for building collaboration through joint initiatives.
Building expertise : through sorting and rewriting on one or more themes, you acquire knowledge that adds value to your content .
Save time : producing marketing content takes time, while content curation is faster , even more so with the many tools available on the Internet .
Broaden your horizons : several themes can be addressed during content curation. Indeed, topics complementary to your area of expertise that interest your readers can be explored.
Adding credibility : by publishing articles from external sites, you show your audience that you are open to the market.
READ ALSO: Why is content marketing essential in a business strategy?
Is content curation replacing content marketing?
The two concepts are sometimes confused, yet the difference is quite significant . While curation is based on existing content, content creation the production of authentic content . This difference, in fact, stigmatizes content curation as duplicate content . Content curation certainly provides less originality than creation, but it assimilates and disseminates existing content .
Both techniques are strategic assets in a web marketing strategy and offer complementary benefits for the company :
- Content marketing allows you to: increase traffic, attract qualified leads, improve SEO , and strengthen the company's reputation in the market .
- Content curation, on the other hand, offers the possibility of: creating relationships with other companies and thus increasing one's own and theirs, saving time for the content manager, expanding the market by increasing visibility through provided and varied topics.
Content creation is essential in a web marketing strategy . However, to diversify your editorial line and bring in articles with different resources, content curation is ideal.
Ultimately, it's not about replacing one concept with another, but about using each in the ideal proportion. According to Convince & Convert, most companies use articles from their monitoring efforts in proportions of 25% to 50%. The key is to maintain a suitable curation/creation ratio. The study conducted by Convince & Convert also demonstrated that the ideal balance is 25/50% curation versus 75/50% content creation.
Tools to help with content curation
Numerous software programs are available online to enhance content curation. Here are a few examples:
It allows you to search and filter content before sharing it on your platforms: social networks, newsletters . The free version allows you to publish up to 500 pieces of content per month on two social networks . To access an unlimited number of posts on social networks and blogs, you need to upgrade to the paid version .
Publish this
This tool offers the same features as its counterpart, Content Studio . It allows you to share content in newsletters and on social media . The basic features are also free.
It allows you to share content across various channels: social media, blogs, websites, and newsletters. The free version is limited to one social media account, while the paid version allows five accounts .
Content curation is valuable provided it is used sparingly.
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