Are You Wasting Your Readers’ Time with Curated Content?

As a part of your digital marketing strategy, content curation can be an option, in order to diversify your content offering.

No doubt, content curation, done right, can keep your prospects and customers on your platform, while you actually chat about other webs’ interesting materials. However, I believe there is no added value in simply republishing an article you found interesting.

It’s almost like stealing and spamming combined.

You need to bring more to the materials you are citing, amplifying their message within a context that suits your business. Your customers need to feel like they got something more out of your curation process than by simply reading the original piece.

The Popular View on Content Curation

Curating content from various sourcesAlways producing fresh content can be difficult and expensive for any business, so you may turn to content curation, thinking it’s cheaper and easier. You may see content curation as a no-brainer: gathering related pieces from your field, and just plastering them all over your company’s digital walls, retweet-style.

With that practice, content curation is, in my opinion, a waste of time.

Not only you multiply the existing content online and fill with clutter the already enormous web, but you also send your prospect customer to someone else’s web, resources, and ultimately products.

Real Content Curation That Works

To make sure your customers stay on your web, captivated by your curated materials, you need to follow a few strategic steps.

First, you need to set a specific niche that you will curate about. The travel sector is so large, and so overloaded with content that you will get lost if you don’t pick a narrow topic, like rural houses on Costa Brava, for example. Not rural tourism; neither rental houses, nor Costa Brava tourism. These topics are too large and they will get you mudded.

Then, research, aggregate and organize the content you find on the web to fit your chosen topic and paint an integrated image of it.

Now the fun part comes.

Content curation newsletter

Example of great content curation done by Contently in their newsletter.

With all that pool of material you have, you need to shape it into a cohesive article-style format and comment on each material you decide to insert.

By being able to analyze content related to your business niche, you offer something more to the reader. You digest the information for them and offer your expert view.

Your article featuring curated content explained within the context of your business sector will become a valuable material.

Commenting on curated articles, stating your point of view helps you build a voice and become an authority in that niche. And this authority will be indirectly transferred to your products’ perceived value.

Quality to the Web

I think elaborated content curation has the power to revolutionize the web, offering a lot more qualitative and analytical material, than the current republishing of the same articles.

However, starting with social media practices, and continuing with poor content curation, massive volumes of articles are multiplied on the web daily. They are muddling it and making it every day more difficult for quality material to emerge.

If your business will start curating content the right way, not only will it bring more quality to the web, but it will stand out in front of readers, with superior material.

Content curation, as any digital marketing effort, is ultimately done with a business purpose. Done right, content curation can help you nurture your leads and help them advance through the sales funnel, closer to the buying stage. Details about how content curation can do all that, in my following article, next week.

Are you using content curation for your travel business? What are some of your strategies?

Photos sources: creative commons (image 1), Contently (image 2).

5 thoughts on “Are You Wasting Your Readers’ Time with Curated Content?

  1. Greg Bardwell (@gregbardwell)

    Good article Monica,
    Yes, some people steal content out right — happens to us a lot. Sometimes you respond, sometimes not.

    Curation as part of your strategy can indeed supplement and even accelerate your content marketing strategy. It should not be your strategy! You do have a strategy right?

    What tool you use depends on your goals and audience. We focus on B2B lead generation and branding, therefore it needs high customization and integration capabilities. That is why we built the B2B Content Engine ( It scales for business needs and has many pro-level features to make content marketers much more productive. Our background started as a semantic search tool (which we sold to the NSA and CIA), however to be able to add your own context and branding, pros like to be in the loop — they need to be.

    1. Monica Nastase Post author

      Thanks for your comment, Greg. You have a good point that content curation can accelerate your content marketing strategy – and I believe it can be especially valuable for smaller companies, with limited resources.

  2. Murray Lundberg

    Interesting – I just got a new computer running Windows 8, and everything you have coded as italics is invisible. I looked at the source code to find out why there were blank spaces where words should obviously be.

  3. Pingback: MundoDigital.Pro El Filtrado de Contenidos que realmente funciona

  4. Pingback: Pull your Prospects: Content Curation to Match your Business Goals | Monica Nastase

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