Content curation refers to all the efforts that a brand puts into coming up with content for its audience.
For the most part, content curation depends on the available content to find new angles that the brand
will find appealing to its audience. The audience’s appeal, in this case, can be captured by offering
solutions to the particular problem that the target customers face.
Content curation is a crucial aspect of content marketing. Content marketing refers to all efforts to keep
the audience engaged through text, visual and audio media. Many brands are nowadays dedicating an
entire team within their marketing department to handle content marketing. In this age of information
where digital marketing is key, high-quality content is the one thing that sets apart ordinary brands from
How Do You Go About Content Curation?
In recent times, content curation is less of a formality but more of a dedicated study that brands are
focusing on to stay ahead of their competition. From large multinationals to SMEs like you and me,
content curation is taking center stage and it is, therefore, vital to know how to do it correctly. So where
exactly does a brand that wants to curate its content start from? The following steps will guide you from
the brainstorming stage to a fully-fledged and converting content marketing campaign.
a) Study Your Audience
Content curation without the consideration of the target audience is like setting a ship sail without a
compass. Sooner or later, something if not everything is bound to go miserably wrong. The Digital
Marketing Institute recommends that all SMEs take the necessary time to study their target audience
before curating any content for it. The following are some of the benefits of studying your target
You know what type of content appeals to them.
You know their pain points and work towards offering solutions to them.
It gives you an idea of the type of content to curate for them.
The best tip for studying your target audience is analyzing what other brands in your niche are doing
already. This has two benefits for your brand especially if you are an SME. For starters, it will help you
save on the time and costs it takes to find the metrics that are of concern to your particular audience.
Many top brands invest hundreds of thousands of dollars if not millions to conduct primary data
collection about a particular target audience. Choosing the content curation path means that you will
not have to spend all this money which may not be in your budget.
Secondly, studying what other brands are doing already helps you know what type of content appeals to
your target audience and the content gaps that you can fill as a brand. It is easier to learn the pain points
that this audience feels other brands fail to address.
b) Come Up With A Content Strategy
A content curation strategy will lay down the steps that your brand is going to follow when curating
content for its target audience. This second step of the entire process will depend largely on how
effectively you preformed the step above. A comprehensive content curation strategy will include but is
not limited to the following items.
Source of the content your brand will curate.
Name of the people tasked with the content curation process.
Platforms on to which your brand will post the content it curates.
A detailed content calendar that states when you will post the content.
What metrics your content auditors will use to measure the success of your content curation.
Coming up with a content strategy will involve a lot of time brainstorming and all members of your team
should take part. This inclusion allows you to find unique angles that will help your content stand out. At
all times, it is important to note that the internet is an attention economy. Your target audience has
limited attention but the content they have to consume is limited. Only the best content wins.
c) Creating And Publishing Your Content
With a detailed strategy to guide you in place, you can now proceed to curate the content that you find
appropriate for your audience. At this point, the most crucial aspect of it all is to make the audience’s
pain point as the center stage. Ensure that you address their problem while adding more value to what
is already available to them.
When publishing your content, it is important to understand that no brand is an island. Linking to other
authority sites will help to position your content to be more visible to the audience you target. Also, as a
way of avoiding instances of plagiarism, it is important to give credit to the original content that you
curated from. This can be done in the form of hyperlinks, sharing snippets of the original content, or
even asking for collaboration with these brands.
d) Auditing Your Content
The final step of the content curation cycle is the audit. Without data, any content marketing campaign
is bound to fail. The key performance indicators (KPIs) that your brand decides on will help you
determine the rate of success or failure of a particular campaign. Some of the most common KPIs you
can monitor include conversions, open rates, screen time, bounce rate, and number of shares of a
particular piece of content. All these will help you know where to optimize your campaign to get even
better results. One key thing to note which affects the performance of any campaign is the call to action.
Take more time to ensure that you use the right CTA for your target audience.