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What is the Role of Content Curation? by Curation Traffic

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Today we’ll talk about what is the role of content curation? Specifically, where does content curation fit within the digital marketing mix or where can it fit within the digital marketing mix?

One of the initial questions we get often when we reach out to people or when people actually reach out to us, they ask “I like content curation. I think it’s a strategy that I can employ. I’m just not quite sure where does it fit in or where can it fit in?”

So that’s what we’ll talk about. We’ll talk about specifically where content curation fits in and we’ll talk about it in two distinct ways. If you’re someone that is just getting started with content marketing and you believe that content marketing can help you capture leads, help you build authority or help you actually monetize your efforts or make money online, then we’ll talk about that. If you’re someone that’s a seasoned content marketer we’ll talk about where content curation fits in as well.

Just Getting Started with Content Marketing

So let’s first talk about with someone that’s just getting started. If you’re just getting started maybe you’ve tried content marketing in the past. And I say content marketing because that’s what content curation is. I consider it a form of digital marketing but ultimately it’s a form of content marketing; and maybe you’ve tried to blog in the past. You’ve tried to create content in the past but for whatever reason it didn’t work. Or you think right now where you say you think well geez I can’t imagine myself blogging daily or weekly or whatever it may be. I would suggest where content creation, where the role of content creation fits, is that’s the first strategy you do.


Before you try to blog, before you try to go out there and create content and jump right in, I would suggest you start with curation. And the reason for that and why curation fits a good role for this is because when you curate you learn the skills to go out there and become a good content marketer. And one of the secrets in any content marketing but what I’ve learned in digital marketing is it’s about consistency.

Curation is a Great Way to Test Content Marketing


And if you can’t pick up a lightweight strategy like content curation and stick to it on a consistent basis, then you’re probably not going to be able to pick up the strategy of blogging, of creating content and stick to it on a consistent basis. There’s one big difference though. The one big difference is that with content curation you’re pulling from other sources; you’re highlighting other content and those aren’t maybe your ideas. I mean obviously they’re not your ideas. They might be your interests but ultimately they’re not created from your hand or your typing. So there’s not that heart element or that passion element. Usually it’s a topic that you’re interested in but I found, too, that if you’re passionate about something sometimes then the writing becomes that much easier.

But if you’re not, I would suggest that if you’re not already creating content around that then you probably do have to start with content curation. And if you’ve tried in the past I would still start with content curation because it teaches you that skillset and it also helps you find other great content out there; because once you start noticing great content it ups your content game as well. So for someone just getting started I would say the role of content curation is to be that initial strategy.

Great for the Seasoned Content Marketer

And then as you get good at it you graduate into more what we’re going to talk about now which is the seasoned content marketer. Someone that has been blogging, has no problem or has limited problems creating content curation. Because even now I’ve been doing content marketing for a long time there are still days and weeks when it becomes a slog a little bit with doing content. But if you’re a seasoned content marketer there are two ways I would employ content curation and I mean really the two roles that I see content curation playing.


The first one is the way that we do at You-Branding or the way that we see a lot of people that buy curation traffic employ. Which is they have a blog. They have an existing blog. They’re posting one time a day, maybe multiple times a day or one time a week, whatever their posting schedule is. And then what they do is they add a platform on top of that. At YouBranding we have YouBranding.com which is our main blog and then we have a sub directory called Marketing News and that is a curation platform.

Typically we curate anywhere from two to ten times a day; and we can curate there more than we can create unique content because our curations take anywhere from two to seven to eight minutes to curate if we’re adding commentary. Sometimes we’re just highlighting something, adding a quick sentence of commentary, then moving on our way. So we can curate there usually four to five times our unique pieces of content that we create. It also allows us to capture additional traffic. It also allows us to monetize that platform.

So it’s a – I would argue if you don’t have that additional platform and you’ve got content marketing figured out you’re missing out on traffic. I can unequivocally say that. I say that probably quite a bit on this show. I say it quite a bit but it’s been proven time and time again every time that we’ve approached someone that is doing content and they’re doing a pretty good job at it and we share this strategy of an additional content curation platform, it always ups their traffic.

 Content Curation Gives You a Better View of Your Market

The other role that I would say content curation plays and you’re already doing this probably if you’re doing content is you’re referencing other sources because you’re getting inspiration and ideas from other sources but I would take one day a week. Make it a Friday and you curate stuff on your main website; so maybe instead of doing a unique piece of content, if you’re blogging daily, then this could just be an additional piece of content that you’re doing maybe in the afternoon. Maybe you release your post in the morning and then you do a curation in the afternoon.

This allows you to kind of benefit from curation but also receive more traffic, especially if you’re adding great commentary to that and you’re highlighting something that your audience would care about. We do that with our curation traffic plug-in. We just typically take one day a week and we curate. You’ll see this on the curation traffic blog as well.

We do a mix of releasing the show, releasing some content, releasing white papers. But when we find something highly worthy of talking about content curation we’ll curate that and we’ll typically add anywhere from two to three paragraphs of commentary. So that would be the other role that I would say content curation plays.

 What About Curation as a Front Facing Strategy?

And both of the scenarios, the role that content curation plays and actually I will talk about one more thing which is a front-facing content creation strategy. Meaning this is a kind of a let’s say you just want to employ the content. You just want to employ content curation as a strategy as a kind of a main strategy; meaning that I don’t want to mess around with blogging or content creation. I want to be known as the best curator around basket weaving, whatever it may be. You can do that. The key that you have to really do with that is that you have to add personality to your curation. I mean we’ve talked about on the show before whether or not commentary is necessary and everything else.

If you really want content curation to be a front-facing strategy meaning a strategy that is your only strategy out there, you’ve got to be really good at creating a connection with your audience and making the commentary you do – I mean you should be doing this anyway with your commentary but if it’s just your front-facing strategy, you’ve got to be really good at creating a connection with your audience and in a way entertaining them with the way that you do your content. So and this works and this rule.

B2B and B2C Content Curation

I guess I would call it a rule is something you should approach in both a B to C, business to consumer, but also the B to B environment, the business to business environment as well. Because ultimately we’re trying to connect with people. Even if you’re selling the business, there’s still someone that has to sign the check or sign the credit card at the end of the day that is in that business. So we’re still marketing to people. So that’s the other role I would suggest as a content curation strategy, a front-facing role. You’ve kind of got to up it, take it up a notch.

And I’m not saying that someone that and to say the way that we curate or the way that I explained it where you have a blog then you have an additional platform that you shouldn’t up your curation game there but what I found and what I found from years of curating but also seeing other people curate and helping other people have success with curation is that a lot of times that additional platform, you don’t have to have as much of what I would consider this kind of higher calling of curation as if that was your main platform. So a good example of that is Techmeme. They’ve got a role to play in the way that they – they’re really an aggregator but they got a role to play to highlight what is the most important stuff in tech. Otherwise people do not pay attention to them anymore. So if your strategy is completely front-facing content curation then you’ve got to definitely step up your game.

Curation is one of the Most Effective Forms of Content Marketing

So hopefully that explains a little bit more at least the role and hopefully I didn’t go off too much of a tangent there at the end because I think that that maybe might muddy the water a little bit if you’re just getting started. So I’ll reiterate just before we’ll end this show here. If you’re just getting started, start with content curation. Even before if you’re thinking about blogging, you’re thinking about doing content, start with curation because it’s, and I’ve said this before, it allows you to test the waters. You don’t have to like really I guess I would say struggle to go out there and try to create content when you could simply add commentary to existing content and test the waters to see if you can even keep a schedule that’s going to be highly effective for content marketing.

If you’re a seasoned content marketer I think we covered that in pretty much detail. So if you have any feedback, if you have any questions, if you have any — maybe I’m completely off-base here I’d love to hear your arguments. If you’re on YouTube you can leave a comment down below. If you’re listening to this in ITunes definitely send us an e-mail at YouBranding.com and you can get in touch with us at YouBranding.com or CurationTraffic.com. I’ll see you in the next show.