As content marketing is embraced by more brands, there’s growing discussion about the merits of content curation.
On one hand, there are curation advocates who believe brands can deliver relevant and value-added content from other sources. Not only does curation engage target audiences but, as important, it can be a cost-efficient way to drive content marketing efforts.
On the other hand, there are people who believe brands are just make more digital noise by curating content. For them, it’s bad enough that brands are creating content, let alone distributing the content of other people and brands.
So who’s right when it comes to content curation?
And why are some people so down on content curation?
In many ways, it comes down to the value of sharing content – be it content that a brand creates or content it curates.
At the end of the day, created and curated content are designed to drive brand awareness, customer loyalty, community building, and expanding the sales funnel.
In the process, brands thrive when their content marketing activities are thought provoking, information, insightful and interesting. If you’re going to get involved with content, you better offer value at some level.
As much as brands want to create their own content, there is huge value in curating content.
It’s a smart and efficient way to provide target audiences with other ideas, viewpoints and opinions. To not leverage curation is like only talking about your ideas. After awhile, your efforts start to lose steam because there is a lack of variety.
Now let’s be clear; curating content for sake of curating content has its pitfalls. A brand can’t simply go through the motions by curating content that offers no value or insight. That would just be a waste of time.
Instead, brands need to be strategic, agile and opportunistic about content curation. They need to be cognizant of the topics, ideas and trends that are capturing the spotlight. They need to offer up new angles or ideas when curating content, rather than just piling on.
In many ways, content curation is part-science, part-art. It requires intelligence and insight about when to curate content, as well as restraint and discipline. There will be times when curated content can be well received, as well as times when it’s simply white noise.
As brands get more comfortable with the idea of content curation, they will learn how to maximize its value. This will create a win-win proposition for brands and, as important, their target audiences.