Content curation refers to the collection, preparation, and publication of content, which was not created by oneself.
Content curation involves gathering a wide range of information on a specific topic. These contents are systematized and sorted, compiled into topic complexes, bundled, filtered, commented on or summarized and published on your own company communication outlet. In contrast to reblogging, however, the content itself is not reproduced, but only a short quotation or comment is provided with the link to the actual origin of the content.
Companies primarily distribute self-created content through Facebook fan pages or Twitter profiles. Even if it offers a great deal of added value and is of interest to the readers, they might want more than just the company’s perspective. They want to offer a more comprehensive overview of a topic and are also interested in the views and information of other specialists. This is where content curation comes in. Companies do not limit themselves to the distribution of their own content, but also search for additional content, which could be interesting for their target group, thereby completing their portfolio.
Companies can use content curation to demonstrate their expertise and current know-how. The wide-ranging content increases the network’s value and therefore often the recommendation rate (such as in the form of social shares. The recognition level and reputation are improved as well as the visibility of the company with regard to important keywords. In this informative environment, your own links appear less like an “ego-trip,” but rather more as an additional enrichment of the data. Moreover, it gives an honest and self-assured impression when companies let critics or even competitors have a word without being afraid that they would support them unintentionally.
The actual authors of the shared content can also benefit from content curation as they get more attention and visitors on their website and in the ideal case even generate additional backlinks. In addition, they can also improve their reputation, since it represents a sort of quality judgment when renowned companies and experts consider their content to be relevant and important.
A medium is required to disseminate the curated content. Companies often rely on a Twitter profile or a Facebook fan page. Services such as Storify, RebelMouse, Paper.li or Vizify are good channels as well. These even help in the selection and distribution of information. Content curation can also be operated on your own corporate blog.
Copyrights need to be taken into account when information from other sources is cited or reproduced. If you want to use the content curation technology, make sure you do not copy any content. A complete reproduction of the contents is just as impermissible as very long quotations, quotations without sources or the uploading of the documents offered by other site operators to your own website. Content curation is safe if only links, your own comments, and short quotes from the original source with corresponding copyright note are published.