Content Marketing 2.0

Content Curation

Content marketing has been all the rage for a couple of years now. But now it is time to change the game. No longer is it enough to market your own content. You need to become a content curator if you plan to stay ahead of the slavering pack.

Why curate content?

Because your target audience is overwhelmed by the deluge of information and entertainment coming at it 24/7.  As a benefit of your brand, you can cut through the clutter to serve up the best choices for your particular audience. This pays off for the curator as well. Serve up the information on your blog, get grateful, loyal readers and reap the SEO benefits.

In January, we started our Creativity 2010 series that features five meaty links on creativity each week. It has become very popular and we are seeing a lot more Google search visitors finding us through “creativity” related words.

Curating content is not new for us. Since I started blogging in 2005, I have tried to find and showcase the best possible resources on advertising, marketing, PR and social media as a service to my readers.

Remember, there is a huge difference between aggregating and curating. Aggregation requires no thought. It can be completely automated. For curation to work well, there needs to be a carbon-based life form in the mix to research and evaluate the information before sharing it.

I plan to add another curated content feature here that I think we will call Fortune 500 Friday. This is our target audience. We already work for Lowe’s, Nucor, and Rubbermaid and we want more clients in that strata. So, I’ll develop a feature to benefit my target audience and hope to generate some leads for us. Symbiotic, no? If you have any thoughts on what topics we should curate for Fortune 500 Friday, please let me know.

We’ll be talking a lot more about this topic in the days to come. Meanwhile, speaking of curating content, here are some very good recent articles on the topic:

Why Content Curation Is Here To Stay

Curation Is The New Creation

10 Thought Leaders Discuss Content Curation

Four Content Curation Ideas To Implement Now

About the Author

Harry Hoover
Harry Hoover is a partner in My Creative Team, the agency that makes Fortune 1000 clients look good. His communications career spans 35 years and runs the gamut from print and broadcast journalism, government and corporate communications to advertising and public relations agencies. He is the author of Born Creative: Free Your Mind, Free Yourself and Moving to Charlotte: The Un-Tourist Guide.

8 Comments on "Content Marketing 2.0"

  1. Harry – I think there’s a great opportunity to do a mix of aggregation and curation. Take a look at:

    as an example of where aggregation with social filtering works.

    And if I were to try to create content for a particular audience, I would certainly be taking advantage of that kind of approach.

  2. Tony, I agree that there is a place for aggregation, but not from my brand’s perspective.

  3. You’ve lost me on that Harry. It appears you are curating links to relevant articles? As you say – “find and showcase the best possible resources on advertising, marketing, PR and social media as a service to my readers.”

    Is that different from how I came up with my curated list of B2B Lead Gen via LinkedIn article list? We use different approaches, but the net result is similar, right?

  4. When I said aggregation, I was referring to automating the process with no human interface. You collect a lot of data but not all of it will rise to the top without someone reviewing it. That works for the purposes of others. For my brand, I believe curation is the way to go.

  5. Great post! We just launched a website that fits in the “content curation” domain and I really like your explanation of it–it goes far beyond aggregation.


  6. Thanks, Corey. I’ll take a look at your site.

  7. Thank you for highlighting this oft-overlooked, but vital, aspect to content marketing and brand building.

  8. Katie, you are so right – this is too often neglected by brands, and it is easier than having your own full-fledged content development program.

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