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Content curation refers to the collection, preparation, and publication of content from external sources.
Functional principle of content curation
Content curation involves gathering a wide range of information on a specific topic. This content is systematized and sorted, organized according to topic, combined, filtered, or summarized and published on your 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.
Need for Content Curation
Companies primarily distribute self-created content via social media, for example Facebook or Twitter. Even if this content is relevant and offers added value to users, a company might want to convey an alternative perspective. They want to offer a more comprehensive overview of a topic and are 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 search for additional content which could be interesting and relevant for their target group, thereby completing their portfolio.
Advantages of content curation
Companies can use content curation to demonstrate their expertise and current know-how. Content with a larger scope can help increase social media reach, and help a company to acquire better recommendations, for example 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 links appear less like an “ego-trip,” but much more as added value to the product. Moreover, it gives an honest and self-confident impression when companies share the point of view of critics or even competitors without being afraid of showing support unintentionally.
The 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 generate additional backlinks. In addition, their reputation is improved - it reflects the quality of their work when renowned companies and experts consider their content to be relevant and important.
Possibilities for dissemination
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.