Content Curation: What It Is And Why You Need It

Content Curation

As a business owner, time is money. But, like money, finding more of it can be a struggle. Cutting corners where you can frees you up to focus on more important parts of your business.

Finding the right places to cut corners is challenge, but content curation is a good place to start. It saves you time by creating great content with minimal effort. Let’s explore exactly what content curation is, why it matters, and how you can benefit from it today.


What is content curation?

Content curation is the process of creating and sharing blogs, videos, infographics, and more based on existing pieces of content.

In its simplest form, content curation involves picking the best bits from somewhere else like a magpie to use in your own strategy.

But that’s a reductive view of what is actually a popular and beneficial practice. It also involves repurposing your own existing content and updating it, giving it a shot in the arm to enhance your content strategy.

In practice, it’s a content strategy that requires considered selection and careful thought. Despite this, it’s also a speedy alternative to creating great content from scratch.

Content curation is a valid marketing strategy that’s used by brands, both big and small, the world over.


Why do I need content curation?

Content is the lifeblood of any marketing strategy. It enhances SEO, fosters backlinks, improves brand awareness, and benefits your customers.

But creating high-quality content from scratch takes time and effort. And regularly updating your blog with such content will naturally consume a lot of your time, time that could be better spent managing other, more pressing parts of your business.

Content curation cuts that time in half.

By selecting the best bits from existing content that already ranks highly and resonates with audiences, you can reduce the time you spend creating your own content. At the same time, you will end up with high-quality work that your customers will engage with.

Content curation isn’t cheating. It’s savvy marketing that enhances your business and saves you time.


How to curate content for your brand

You know the what and the why of content curation. Now it’s time to know exactly how you can curate great content that will resonate with your customers.


Revamp your old content

While a lot of content curation relies on picking the best parts of third-party blogs, it also includes looking at your own content to see which you can improve.

You’ve likely already got a wealth of good content in your back catalogue. Between op-ed pieces, gift guides, seasonal tips, and product spotlights, you’ve got a solid editorial calendar behind you.

But instead of focusing on creating more of the same, simply go back and update your old content.

Identify those pieces which performed best in the past, pieces which received significant likes, shares, and engagement online. If they were popular then, they’ll be popular now.

For example, a tech and electronics store with a guide from 2016 on how to restore an iPhone to factory settings could be upgraded following the latest iOS update. Or a short piece about how to plant daffodils might be transformed into a comprehensive guide on planting spring-flowering bulbs.

You might baulk at this tactic at first. Duplicate content is frowned upon by search engines, and can negatively impact your SEO. But it’s a perfectly viable strategy that, when done right, can boost your content marketing without affecting your SEO.

Reworking existing content might seem like a cop out. But in fact, it’s used by plenty of businesses to enhance their strategy.

Small ecommerce enterprises reuse old content year after year, and entrepreneurs buying a website often save time and money in their first year by simply repurposing their existing content.

Don’t simply copy and paste though — this will result in duplicate content, which is frowned upon by search engines, and can negatively impact your SEO. Instead, simply rewrite and republish to boost your content marketing without affecting your SEO.


Lean on content curation tools

Another aspect of content curation involves skimming through reliable third-party sources and collating the most relevant pieces into a single piece.

But rather than manually trawling through the web to find them, you can save time by using one of the many free or cheap tools available online. There is a huge range of apps and sites that can help you curate content quickly and effectively.

Take Quuu for example.

Quuu is a content curation tool that uses real-time social data to provide you with popular and relevant content based on parameters such as keywords, domains, and more. This presents you with the best, most relevant content to inform your own.

Quuu comes with a 30-day trial and, at just $15 per month for the cheapest plan, it’s affordable for most businesses.

Writing for your business’s specific niche often means you’re returning to the same sources time and time again. Headslinger is a handy tool that collates useful content into structured folders so you can easily go back and find them at a later date.

There are dozens of useful tools available online for you to curate content better. Experiment with each and find the tool that works for you.


Transform written copy into visual content

A strong content strategy is a diverse one. It spans not just copy, but also images, videos, infographics, quizzes, and more.

Visual content in particular is key for this. It presents information in a digestible, aesthetically-pleasing way that customers love. And it also rejuvenates written copy by turning it into visually-striking content.

For example, let’s say you’ve written a ten-point guide on how to train your dog to sit. Take that and turn it into a short video. They’re easy to make with a simple home video camera, and it’s great content that customers will like and share.

Or perhaps you’re a wedding business that plans and arranges receptions. Collate some interesting statistics about planning a reception and turn it into a beautiful infographic that highlights specific issues with reception planning.

You then have a whole new piece of content that still delivers value to your customers, which in turn can be used to position your brand as a solution to those issues.


Content marketing is an important part of any growing business. And while you should certainly strive to create high-quality, original content, it’s okay to cut corners when your back’s against the wall. Content curation saves you time and effort, giving you the necessary breathing space to focus on the rest of your flourishing business.